Brand Overview
Vibgyor is a well-established high school brand known for its academic excellence and holistic learning environment. With a growing presence across metro and Tier 2 markets, the brand aims to strengthen its visibility among high-income parents seeking quality schooling for their children.
Campaign Objective
Vibgyor partnered with The Media Ant to build strong brand recall and convert that awareness into increased admissions for the new academic cycle.
The school had recorded 30,000 admissions in the previous year. For this campaign, the goal was to surpass that benchmark and strengthen market presence in regions where Vibgyor was still emerging.
Core goals included:
- Enhancing brand recall among parents
- Scaling admissions across metro and Tier 2 cities
- Establishing Vibgyor’s position in new and competitive markets.
Key Performance Indicators
- Increase admissions from 30,000 to 36,000
Challenges
The brand needed clarity on how to enter new markets effectively and build a media strategy that could reach the right audience with consistency and trust. In practical terms, this meant:
- Entering new markets with no established recall
- Identifying the right combination of media channels
- Ensuring high-frequency visibility during the long admission season
- Reaching high-income decision-makers in busy metro cities
Geography and Target Audience
Regions Covered: Metro and Tier 2 cities
Target Audience:
- Parents aged 25 and above
- Male and female
- High-income households
- Families with strong affinity toward quality education
Campaign Duration
First week of October 2024 to March 2025, covering the full admission window.
Media Mix
A diverse, multi-vertical mix was used to maximize reach and build trust:
Print, Radio, OOH, BTL, and Digital
Strategy and Approach
The approach centered on combining high-frequency visibility, trust-building media, and targeted communication.
Key Messaging:
- Highlights on new courses
- Long legacy and academic credibility
- Clear call-to-action: Enquire Now
Why These Channels:
- OOH: To create repeated exposure near high-traffic routes
- BTL: Presence in tech parks to reach high-income working parents
- Digital: Precision targeting for families across cities
- Radio: High-frequency recall during peak hours
- Print: Building trust and credibility through established newspapers
Execution
The campaign followed a phased rollout to maintain momentum across the full admission cycle.
Rollout Sequence:
- OOH first: To establish mass visibility
- BTL next: To engage working parents directly
- Radio + Print: To build recall and credibility
- Digital last: To sustain interest and retarget families closer to decision-making
Media Placements:
- Prominent hoardings
- High-footfall BQS (Bus Queue Shelters)
- Centre-focused BTL activities
- Digital ads targeted at family audiences
Results and Impact
Quantitative Impact:
The integrated multi-channel strategy delivered outstanding results.
Vibgyor achieved 36,000 admissions, a significant increase from the previous year’s 30,000, demonstrating clear uplift from consistent branding and targeted outreach.
Qualitative Impact:
Vibgyor witnessed noticeably stronger brand recall — especially due to OOH presence and the first-time introduction of digital channels.
Key Learnings and Takeaways
- Digital media played a crucial role. Vibgyor introduced digital advertising for the first time, and it significantly contributed to the rise in admissions.
- A balanced mix of frequency-building and trust-building channels ensured holistic coverage.
- Hyperlocal activities in tech parks successfully reached the right parent profiles.
