Mumbai/IBNS: upGrad, an ed-tech major, has signed Bollywood megastar Amitabh Bachchan as the official brand ambassador.
As a part of the partnership, Bachchan will be seen supporting upGrad’s brand value through endorsements and promotions of services offered by the higher Edtech leader, while emphasizing the importance of LifeLongLearning for progressive career growth, the company said in a statement.
“Education is certainly a very critical space where we are not just offering learning opportunities but are also committing towards nurturing lives and building a future. Therefore, we take responsible marketing very seriously, and in that respect, what better than having a personality like Amit ji’s that carries so much faith and respect,” said Arjun Mohan, CEO – India, upGrad.
He said: “Our marketing strategies are at the core of evolving industry dynamics and therefore, keeping in mind the market sentiments and audience appeal, we have taken a conscious call, which is also aligned with upGrad’s brand value of having a celebrity that resonates credibility and shall have a lasting impact on our viewers. We are elated to have Amit Ji on board and drive future developments which in turn shall further solidify our ambition of positioning upGrad as a household name, wherever they say higher education.”