Extramarks has recently come up with a campaign ‘FundaClearHai’ highlighting the efficacy of its learning app which is designed to help students clear the exams with confidence. The idea behind the campaign is to illustrate the assurance that comes when one’s fundamentals about the subject is clear. In the TVC, the children studying on the Extramarks tab are seen in slice-of-life situations, reassuring their worried parents that their ‘funda’ is clear. The campaign has been conceptualized by ADK-Fortune.
Subroto Pradhan, Managing Partner, ADK-Fortune, said, “There is a heightened anxiety amongst parents for their children to do well in exams. At times, it overshadows the confidence and preparedness of the kids. The communication plays up on this typical behaviour. But now, they can take it easy with Extramarks’ quality learning app.”
The campaign, backed by its integrated marketing strategy,is gaining popularity on social media. Garnering around 2 million views so far, the campaign’s hashtag has further helped in creating a strong brand recall with the audiences. #FundaClearHai trended nationally as the Twitterati’s engaged with the campaign, generating over 10,000 conversations in a day.
Commenting on the new campaign, Atul Kulshrestha, Chairman and Founder of Extramarks, said, “Traditional learning experience in India has been marred by the focus on memorizing concepts, rather than understanding them. Extramarks has been working to disrupt this and build learning solutions which are highly visual, easy and engaging. All difficult concepts are taught through rich animations backed by strong storylines, which makes them absolutely unforgettable. The ‘FundaClearHai’ campaign very simply expressed the above mentioned belief and Extramarks philosophy.”
Watch the full advertisement here