: Our overall marketing investment is about INR 100 cr for next 12 months: Kashyap Dalal, Simplilearn #IndiaNEWS #Interviews Kashyap Dalal talks about how the brand is aiming to break through the clutter

Posted in: #IndiaNEWS #Interviews #JobGuaranteed

Our overall marketing investment is about INR 100 cr for next 12 months: Kashyap Dalal, Simplilearn #IndiaNEWS #Interviews
Kashyap Dalal talks about how the brand is aiming to break through the clutter in the crowded and highly competitive EdTech space. He sheds light on its recent campaign, their overall marketing budget, and driving leads & footfalls through communication.

Digitally skilled workers currently represent 12% of Indias workforce and reports estimate that the demand for digitally skilled workers in India will increase nine times by 2025. Tapping on this opportunity, Simplilearn launched a Job Guarantee Program. Kashyap Dalal, Co-Founder and CBO, Simplilearn, says that through this line of product, the platform has internally set a goal to train about one million people in the next three years.

Dalal further discusses how well the claims like job guarantee or money back should be communicated among the audiences and gives an insider view of their marketing blueprint.

Excerpts:

What is the objective behind your latest campaign #JobGuaranteed ? What is the RoI youre looking at?

From the campaign objective perspective, the goal is to create more awareness around the Job Guarantee Program. The creative is focused more on a storyline that really taps into the entire insight of people wanting to celebrate success.

From an ROI expectation perspective, it traces back towards a larger goal at the country level. In the last three-four years, there has been a gradual acceleration of the requirement of digital skills in India. With the IT service industry doing well, it has been forecasted that it would need another five million people with digital skill sets, in the next four years. We, as a company, see a very exciting opportunity here. For our job guarantee line of products, we have internally set a goal that we want to train about one million people in the next three years, thats what we are tracking in terms of RoI. Brand campaigns coupled with various other initiatives of marketing and performance campaigns, we are tracking to align to that goal of training people and that is how we will be evaluating the success of all the activities that we do.

Our overall marketing investment is about 100 crores for the next 12 months. In 2022, we are looking multiple campaigns where each campaign will look at driving a slightly different messaging and targeting different audiences.

In how many phases will the campaign be executed?

Currently, the plan is to keep it live for three months and then evaluate it further. This will be coupled with multiple legs across digital, social media and creating word of mouth. One of the very critical legs of this entire campaign is also to give it a relatable face. There is a lot of work happening on testimonial-based creatives, where we get real learners to talk about their experiences.