AAKASH
Aakash BYJU’S offers top-notch coaching for aspiring doctors and engineers. Renowned for its JEE, NEET, and Foundation programs, it fosters academic excellence through modern pedagogy and technology, ensuring quality education.
THE CHALLENGE
Aakash BYJU’s, a leading educational institute, faced a two-fold challenge. While renowned for their NEET preparation programs, they aspired to become a comprehensive destination for students preparing for various competitive exams. This meant expanding their reach beyond NEET aspirants and establishing themselves as a trusted resource for a wider range of academic goals. Secondly, Aakash wanted to normalise the one year braks that students take to appear for the competitive exams and create a sense of comfort for them
OUR APPROACH
First, we implemented a series of diverse campaigns targeting specific needs throughout the year. These campaigns focused on admission seasons, catered to repeaters , promoted the national entrance exam ANTHE, and highlighted Aakash BYJU’s expertise in JEE preparation. Furthermore, we incorporated inspirational content into the campaigns. This content went beyond simply promoting Aakash BYJU’s services. It aimed to normalize the idea of taking breaks for exam preparation and frame them as a strategic tool for success. Finally, understanding the importance of catering to local needs, we launched region-specific campaigns for exams like MHTCET .
THE RESULTS
They achieved higher brand recall, successfully expanding their appeal beyond NEET and positioning themselves as a top choice for JEE and other competitive exams. The campaigns sparked positive word-of-mouth and solidified Aakash BYJU’s leading position in the competitive exam preparation landscape. Most importantly, the concept of taking breaks became a core part of Aakash BYJU’s messaging, resonating with students and families and promoting a more holistic approach to education that prioritizes well-being alongside academic excellence.
Through targeted campaigns, motivational messaging, and a focus on regional needs, Garage Collective helped Aakash BYJU’s shed its single-exam image and emerge as a comprehensive leader in competitive exam preparation. Additionally, Aakash BYJU’s success in normalizing breaks for students showcases the importance of a holistic approach to education that prioritizes well-being alongside academic excellence.
