L&K Saatchi & Saatchi launches integrated campaign for CollegeDekho — ‘Banayenge India ka Kal’

In a significant move to establish a compelling brand purpose based on a deep consumer insight and to build brand awareness, L&K Saatchi & Saatchi India has launched CollegeDekho’s first integrated brand campaign, ‘Banayenge India ka Kal,’ across television, OTT, and digital mediums.

The campaign highlights a poignant story of a father, who has always provided the best for his son, now turning to CollegeDekho for college guidance. It resonates with the profound love and sacrifices parents make for their children, and the insight that despite their best efforts, parents often feel unsure about choosing the right college due to a lack of current knowledge.

In these crucial moments, they need a trusted expert to guide them.

Rohit Malkani, Chief Creative Officer, L&K Saatchi & Saatchi India, said, “This is what happens when a brave client, a strong insight, a great script and a passionate director get together! We’re super thrilled to put out this film for CollegeDekho, which beautifully captures the mood of a young boy about to apply for college. The nuanced performances and authenticity don’t just strike home but also make it something to watch repeatedly.”

Hindol Purkayastha, Head- North & East, L&K Saatchi & Saatchi India, said, “The vision of CollegeDekho is one of purpose and we have been ever so inspired since our initial conversations. This campaign is a labour of our love, passion with a clear vision. We are thrilled to have partnered with CollegeDekho to bring this inspiring vision to life, which can truly make a difference to millions of students in India.”

Abhinav Upadhyay, Chief Marketing Officer, CollegeDekho, said, “We’ve chosen L&K Saatchi & Saatchi India for our first ever brand campaign based on conversations that built trust. As the largest Higher Education Ecosystem in India, we wanted an honest way to establish our brand purpose and raison d’etre while working with a consumer insight that spoke the language of millions of students and parents that we guide every year. We are confident that this campaign will resonate deeply with our audience, further solidifying CollegeDekho as a trusted educational partner.”

The campaign aims to enhance brand awareness and establish a memorable brand purpose. With L&K Saatchi & Saatchi India’s creative expertise and CollegeDekho’s vision, this campaign is set to make a significant impact in the education sector, guiding countless families towards brighter futures for themselves and for the nation.

Team Credits:

• Chief Executive Officer – Paritosh Srivastava
• Group Strategy Officer – Snehasis Bose
• Chief Creative Officer – Rohit Malkani