<\/span><\/h3>\n\n\n\nDevyani 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 \u2014 Delhi Public School (Sector 45, Gurgaon)<\/strong> and Dharav High School (Gurgaon and Jaipur)<\/strong>.<\/p>\n\n\n\nDharav 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.<\/p>\n\n\n\n
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<\/span>Campaign Objective<\/strong><\/span><\/h3>\n\n\n\nThe objective was to strengthen brand visibility and drive admissions across key campuses, with a dual focus on launch and recall-building<\/strong>.<\/p>\n\n\n\n\nDharav High School \u2013 Gurgaon:<\/strong> Launch campaign for the flagship Orchid Island campus.<\/li>\n\n\n\nDharav High School \u2013 Jaipur:<\/strong> Admissions and brand recall across Rajasthan, Madhya Pradesh, and Uttar Pradesh.<\/li>\n\n\n\nDelhi Public School \u2013 Sector 45, Gurgaon:<\/strong> Admissions push and reinforce the school\u2019s position as a premium education hub.<\/li>\n<\/ul>\n\n\n\n<\/p>\n\n\n\n
<\/span>Key Performance Indicators<\/strong><\/span><\/h3>\n\n\n\n\nDharav High School (Jaipur):<\/strong> To increase admission enquiries for the 2024\u201325 academic year across boarding and day campuses.<\/li>\n\n\n\nDharav High School (Gurgaon):<\/strong> Over 50% reach within the city during the launch phase.<\/li>\n\n\n\nDelhi Public School (Sector 45, Gurgaon):<\/strong> 3% increase in admission enquiries compared to the previous session.<\/span>Challenges <\/span><\/h3>\n\n\n\nBefore partnering with The Media Ant, Devyani Group\u2019s 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.<\/p>\n\n\n\n
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<\/span>Geography and Target Audience<\/strong><\/span><\/h3>\n\n\n\n\n
Locations Covered:<\/strong> Jaipur, Gurgaon, Rajasthan, Madhya Pradesh, and Uttar Pradesh<\/p>\n\n\n\nTarget Audience:Students:<\/strong> 10\u201315 years, both male and female<\/p>\n<\/div><\/div>\n\n\n\n\n
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<\/span>Campaign Duration<\/strong><\/span><\/h3>\n\n\n\n\nDharav High School \u2013 January to April 2025<\/li>\n\n\n\n Delhi Public School \u2013 November 2024 to February 2025<\/li>\n<\/ul>\n\n\n\n<\/p>\n\n\n\n
<\/span>Media Mix<\/strong><\/span><\/h3>\n\n\n\n\nDharav High School:<\/strong> 360-degree campaign combining Outdoor, Digital, Print, and BTL activities.<\/li>\n\n\n\nDelhi Public School:<\/strong> Print-led campaign focusing on high-visibility placements<\/li>\n<\/ul>\n\n\n\n<\/p>\n\n\n\n
<\/span>Approach<\/strong><\/span><\/h3>\n\n\n\n\nFor Dharav High School Jaipur<\/strong>, a detailed analysis of feeder markets was conducted to identify high-enrolment zones. Media presence was strategically established at airports and railway stations<\/strong> across key cities to target parents and decision-makers during travel touchpoints. Dharav High School<\/strong> Gurgaon launch<\/strong> focused on building brand salience and awareness among urban families through high-impact outdoor and print media.<\/li>\n<\/ul>\n\n\n\n<\/p>\n\n\n\n
<\/span>Execution<\/strong><\/span><\/h3>\n\n\n\n\nRollout:<\/strong> The campaign followed a focused launch-to-sustain model, ensuring consistent visibility across critical months of the admission season.<\/li>\n\n\n\nMedia Placements:<\/strong> High-frequency outdoor formats, city-level print ads, and on-ground BTL activations near premium residential clusters.<\/li>\n\n\n\nInnovation:<\/strong> Campaigns were supported by PR and digital amplification to reinforce offline efforts and extend reach within the target audience.<\/li>\n<\/ul>\n\n\n\n<\/span>Results and Impact<\/strong><\/span><\/h3>\n\n\n\nQuantitative Impact:<\/strong><\/p>\n\n\n\nDharav High School \u2013 Jaipur:<\/strong><\/p>\n\n\n\n\nRecorded 4% <\/strong>for admissions (2024\u201325) across boarding and day campuses.<\/li>\n\n\n\nEnquiries spanned Rajasthan, Madhya Pradesh, and Uttar Pradesh<\/strong>, reflecting a strong regional pull.Dharav High School \u2013 Gurgaon:<\/strong><\/p>\n\n\n\n\nAchieved over 50% citywide reach<\/strong> through launch campaign visibility.<\/li>\n\n\n\nEstablished brand presence in a competitive market within the first campaign cycle.Delhi Public School \u2013 Sector 45, Gurgaon:<\/strong><\/p>\n\n\n\n\nExperienced a 3% increase in admission enquiries<\/strong> year-on-year.<\/li>\n\n\n\nReinforced its positioning as a premium education hub<\/strong> within the vicinity.Qualitative Impact:<\/strong><\/p>\n\n\n\n\nEnhanced brand perception and recall for Dharav High School, positioning it as a premium institution in Gurgaon and Jaipur.<\/li>\n\n\n\n Streamlined media spending led to improved campaign efficiency and higher ROI.<\/span>Key Learnings and Takeaways<\/strong><\/span><\/h3>\n\n\n\n\nA mix of Outdoor, Print, Advertorials, and Airport advertising<\/strong> proved most effective for education campaigns targeting parents.<\/li>\n\n\n\nConsistent creative messaging and strategic PR amplification improved brand recall.<\/li>\n\n\n\n Data-backed media planning ensured optimal use of marketing budgets across cities<\/li>\n<\/ul>\n\n\n\n
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 \u2014 Delhi…<\/p>\n","protected":false},"author":34416,"featured_media":39631,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[450],"tags":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/11\/school_campaign_srgb.jpg?fit=740%2C549&ssl=1","_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/39625"}],"collection":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/users\/34416"}],"replies":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/comments?post=39625"}],"version-history":[{"count":4,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/39625\/revisions"}],"predecessor-version":[{"id":39655,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/39625\/revisions\/39655"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/39631"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=39625"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=39625"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=39625"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}