Brand Overview
Devyani International Ltd., a part of the diversified Devyani Group, operates in multiple sectors, including education. The group runs two school brands under its education vertical — Delhi Public School (Sector 45, Gurgaon) and Dharav High School (Gurgaon and Jaipur).
Dharav High School is a progressive institution offering both day and boarding facilities, while Delhi Public School, Sector 45, Gurgaon, is a well-established name recognized for its academic excellence and holistic development programs.
Campaign Objective
The objective was to strengthen brand visibility and drive admissions across key campuses, with a dual focus on launch and recall-building.
- Dharav High School – Gurgaon: Launch campaign for the flagship Orchid Island campus.
- Dharav High School – Jaipur: Admissions and brand recall across Rajasthan, Madhya Pradesh, and Uttar Pradesh.
- Delhi Public School – Sector 45, Gurgaon: Admissions push and reinforce the school’s position as a premium education hub.
Key Performance Indicators
- Dharav High School (Jaipur): To increase admission enquiries for the 2024–25 academic year across boarding and day campuses.
- Dharav High School (Gurgaon): Over 50% reach within the city during the launch phase.
- Delhi Public School (Sector 45, Gurgaon): 3% increase in admission enquiries compared to the previous session.
Challenges Addressed
Before partnering with The Media Ant, Devyani Group’s education vertical faced challenges such as inconsistent media planning, overspending across channels, and inefficiencies in campaign execution. The Media Ant streamlined media strategy and optimized spends across Jaipur and Gurgaon markets.
Geography and Target Audience
Locations Covered: Jaipur, Gurgaon, Rajasthan, Madhya Pradesh, and Uttar Pradesh
Target Audience:
Parents: 35–50 years, both male and female
Students: 10–15 years, both male and female
Campaign Duration
- Dharav High School – January to April 2025
- Delhi Public School – November 2024 to February 2025
Media Mix
- Dharav High School: 360-degree campaign combining Outdoor, Digital, Print, and BTL activities.
- Delhi Public School: Print-led campaign focusing on high-visibility placements
Approach
- For Dharav High School Jaipur, a detailed analysis of feeder markets was conducted to identify high-enrolment zones. Media presence was strategically established at airports and railway stations across key cities to target parents and decision-makers during travel touchpoints. Dharav High School Gurgaon launch focused on building brand salience and awareness among urban families through high-impact outdoor and print media.
Execution
- Rollout: The campaign followed a focused launch-to-sustain model, ensuring consistent visibility across critical months of the admission season.
- Media Placements: High-frequency outdoor formats, city-level print ads, and on-ground BTL activations near premium residential clusters.
- Innovation: Campaigns were supported by PR and digital amplification to reinforce offline efforts and extend reach within the target audience.
Results and Impact
Quantitative Impact:
Dharav High School – Jaipur:
- Recorded 4% for admissions (2024–25) across boarding and day campuses.
- Enquiries spanned Rajasthan, Madhya Pradesh, and Uttar Pradesh, reflecting a strong regional pull.
Dharav High School – Gurgaon:
- Achieved over 50% citywide reach through launch campaign visibility.
- Established brand presence in a competitive market within the first campaign cycle.
Delhi Public School – Sector 45, Gurgaon:
- Experienced a 3% increase in admission enquiries year-on-year.
- Reinforced its positioning as a premium education hub within the vicinity.
Qualitative Impact:
- Enhanced brand perception and recall for Dharav High School, positioning it as a premium institution in Gurgaon and Jaipur.
- Streamlined media spending led to improved campaign efficiency and higher ROI.
Key Learnings and Takeaways
- A mix of Outdoor, Print, Advertorials, and Airport advertising proved most effective for education campaigns targeting parents.
- Consistent creative messaging and strategic PR amplification improved brand recall.
- Data-backed media planning ensured optimal use of marketing budgets across cities
