Features Kartik Aaryan as the face of this digital film led campaign Mirchi Brewery, the creative solutions wing of Mirchi, has ideated and executed an impactful end-to-end brand campaign for Gradeup – one of India’s most trusted EdTech players. With an aim to carve a niche for the brand, the ‘Sahi Prep Hai Toh Life Set Hai’ campaign brings alive its core proposition of laying emphasis on preparations for Competitive exams with the help of experienced faculty, well researched course material and regular mock tests. With Kartik Aaryan as the face of this campaign, the brand drives home the message through a series of digital films. Gradeup is India’s largest exam preparation app which delves deep into competitive exams such as UPSC, GATE, CLAT and others. It focuses on preparing students for these exams by providing cutting-edge offerings in terms of structured course, best-in-class faculty and study material. Known for customizing solutions for brands by marrying their objective with consumer insights, Mirchi Brewery conceptualized the ‘Sahi Prep Hai Toh Life Set Hai’ campaign comprising five digital films – each focused on one unique brand offering. The digital films features Kartik Aaryan who appeals to the younger audience. Through a fun yet relatable script, each film showcases the different kinds of preparation routes undertaken by students during competitive exams and how Gradeup bridges the need-gap through its solutions. The digital films are active across social media and digital platforms. Vipul Nagar, National Solution Director - Mirchi said, “At Mirchi Brewery, we strive to provide customized creative solutions to our discerning clients that help achieve specific goals. Thus, with an aim to make a mark for Gradeup in a rather cluttered EdTech space, we conceptualized the ‘Sahi Prep Hai Toh Life Set Hai’ campaign. Through a series of digital films featuring Kartik Aaryan, the campaign connected with the young students of today to highlight the brand’s unique offerings and how it helps them not just prepare for competitive exams but for life.” Ankit Gautam, AVP Marketing, Gradeup said, “Mirchi was able to build a great campaign from a very deep-rooted cultural insight, which instantly connects with the audience and has a strong brand association. We are very happy with the way the ad films have come out and are graining great traction in the market. While picking up agency, we decided to go with Mirchi because of their in-depth market research and the directional approach” Since Mirchi Brewery’s inception, they have been at the forefront of creating 360-degree solutions for clients across several mediums such as radio, digital and on-ground activations, among others. For this campaign, the team curated it right from planning and production to post-production, reiterating its prowess as a creative powerhouse.