BBH India has secured the creative mandate for upGrad, a learning skilling and workforce development company, for its upcoming brand campaign scheduled this year. The mandate was won following a multi-agency pitch process.

Himanshu Saxena, Chief Operating Officer & MD, BBH India, stated, “Partnering upGrad is a matter of immense pride and excitement for us. upGrad comes with a legacy of great brand & business building. However, this new journey that promises ‘Career Acceleration’ to a wider cross-section of Indians, is an extremely powerful moment in the brand’s lifestage. We are committed to delivering the power of ‘Zag’ creativity for upGrad and accelerate upGrad into next orbit of growth and fame.”

Speaking on the partnership, Ankit Khirwal, Head of Marketing, upGrad said, "upGrad has built a strong brand identity among working professionals in the last 8+ years and it's critical we talk about our evolved portfolio that addresses individuals' entire learning value chain from the time they exit school and become domain experts or thought leaders. Our partnership with BBH India goes beyond creative synergies to inspire New India including working professionals and students alike, to accept constant upskilling as a Lifelong learning event. This will also mark a fundamental step in the nation-building process and shall prepare an army of market-ready professionals, equipped to tackle any industrial challenges."