The Background:

Jagdish Sheth School of Management (JAGSoM) is one of the first six business schools in India to clinch the AACSB accreditation. With 27 years under its belt, it’s the first in the country to offer AACSB-accredited PGDM and MBA programs across two campuses. Ranked 26th among Indian business schools, JAGSoM aimed to solidify its status as a truly global institution, by launching a new campaign.

Challenge:

JAGSoM was already using the line, ‘Think Global. Think JAGSoM.’, as its tagline, but they wanted to give this messaging a new direction both in terms of creative representation and strategy. The challenge here was to come up with a campaign that would standout in the business school segment, which either showcased their campus, students, or placement results. While the campaign had to be different in the segment, to create a buzz, it was necessary to communicate with the target audience in an easy-to-understand manner.

Solution:

We first thoroughly understood the ‘global’ positioning of the business school, and cracked the core campaign line, ‘Making you global ready is our business.’. Then we created a full-fledged campaign around the line, which featured the business school’s faculty from different departments. Each ad featured a group of faculty members from each department. The ads also detailed out the credentials of each faculty member in crisp and impactful way.

Results :

The campaign performed extremely well, upon running the campaign on print and digital media vehicles. The campaign resulted in 20% increase in website visits and 30% increase in favorability among aspiring business students. What’s more, JAGSoM revamped their website to accommodate the Brand Campaign. As of now, the campaign is still running strong and delivering the results we aimed for!