We came across an app called Extramarks through a quirky campaign #FundaClearHai. The TVC conceptualized by ADK-Fortune featured four different kids and how studying has never been so easy for them. The campaign communicates efficacy of its learning app, designed to help students clear the exams with confidence.
The idea of “Funda Clear Hai” is a manifestation of the assurance that comes with having one’s subject fundamentals clear before exams. 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.
Watch the campaign.
Promoted heavily through an integrated marketing strategy, #FundaClearHai campaign has captured immense eyeballs on social media including YouTube, Facebook, Twitter and Instagram. Garnering around 4.5 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.
In India’s changing education landscape, which is now moving towards digital learning, Extramarks is championing its mission of making education easy and effective. It aims to transform the conventional system of education by providing modern-day total learning™ digital solutions to students and teachers. With easy to understand and engaging content, empowered by advanced technology, Extramarks effectively creates a smart, personalized, and interactive learning environment in classrooms and home alike. The Extramarks solutions are easy to comprehend and with their adaptive testing techniques, the learning needs to each child can be addressed individually.
It is no surprise then that Extramarks has emerged as a leader in the ed-tech domain globally. Earning a worldwide recognition, Extramarks has become the most sought-after learning tool in schools and for individual students. It synchronizes with the school curriculum and covers the entire K-12 spectrum with its dynamic learning tools, enabling students to experience real-time, visual-oriented learning. Extramarks is also compatible with several digital platforms to make it easier for students and teachers to access it anytime, anywhere.
Extramarks is present in over 8000 schools, reaching out to millions of students across India. Extramarks – The Learning App, which addresses the entire K-12 segment with curriculum mapped solutions for all subjects, has already clocked 2.5+ million downloads in a mere 6 months and the number is ever on a steady ascent. A dedicated team of 2500+ employees is constantly engaged in creating more innovative solutions which make the experience of learning joyous of each child!
Commenting on the new campaign, Mr. Atul Kulshrestha, Chairman and Founder of Extramarks said,
“Traditional learning experience in India has been marred by the focus on memorising 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.”
Mr. 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.”
I wish we had this app when we were students.
- Client: Extramarks
- Atul Kulshrestha – Founder, Chairman and Managing Director
- Agency: ADK-Fortune Communications Pvt. Ltd.
- Akashneel Dasgupta – National Creative Director
- Subroto Pradhan – Managing Partner
- Creative Team – Uday Rao, Manish Kinger, Dapinder Singh
- Digital lead: Tarun Joshi
- Account Management – Siddhartha Choudhary, Pooja Kumari, Prateek Vishwakarma
- Director: Vishal Gupta
- Executive Producer: Ryan Suares