upGrad awards strategic & creative mandate to Tilt Brand Solutions

upGrad ropes in Tilt Brand Solutions to drive the brand's plan in the EdTech sector through actionable insights.

upGrad brand has roped in Brand & Creative consultancy, Tilt Brand solutions, founded about 18 months back by Joseph (Joe) George, former Group Chairman & CEO, India and Regional President, South & Southeast Asia at MullenLowe Lintas Group. 

upGrad Co-founder & MD, Mayank Kumar said, “The complex, yet necessary task at hand is to bring about a shift in the Indian consumer mindset, who have culturally and historically considered education as a one-time activity in life’s journey. Tilt’s in-depth understanding of the Indian consumer and proven ability to derive actionable insights made them our obvious choice to be our strategic and creative partner.”

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The first phase in this roadmap is a marketing campaign targeted pan India across tier 1 and tier 2 cities and across online and offline media. The marketing efforts would be directed to drive awareness and preference for upGrad as a brand as well as driving relevance for the need of lifelong learning and long-term career planning for working professionals; as upGrad believes that the current workforce will be in a state of redundancy in the next 12-36 months if they do not act now. 

Added Joseph George, Founder Chairman & MD, Tilt Brand Solutions “This is a great category and we are dealing with a great bunch of involved professionals at upGrad. All of us at Tilt can’t wait to co-author with Ronnie, Mayank, and team, a case study in this category.”