Commenting on content marketing as a critical lever for marketers, Abhinav Mohan, VP – Monetization at Glance, said, “In times when audiences have low attention spans and consider ads to be interruptions, content-led marketing is a potent tool for driving awareness and consideration. At Glance, we are on a mission to make content marketing easy and scalable for our advertisers so that they can not only spread their message and proposition to millions but can also entertain their users and drive brand love.”
Arjun Mohan, CEO – India, at upGrad said, “Although we are in the education space, we have been working constantly to understand our consumers and create clutter-breaking content that is not just impactful but is also breaking stereotypes associated with the word ‘education’. Aligned with our vision of becoming the LifeLongLearning partner for millions, here our goal was to talk about Data Science in a way that felt easy and fun. The messaging required a seamless, simple, and relatable approach especially because people wouldn’t want to hear about upskilling or Data Science courses during IPL. The approach that Glance offered helped us get into a lighthearted conversation around cricket, office jokes, and Data Science. The lock screen of millions was an apt platform to launch an incredible piece of content like this.”
By bringing together two fields that are poles apart in an entertaining way, The Data Scientwist campaign proved to be a brilliant example of advertising that is innovative yet non-intrusive.