Channelling his ‘Angry Young Man’ persona Amitabh Bachchan loses his cool in new upGrad Abroad film via The Womb India
Legendary Indian actor Amitabh Bachchan loses his cool in the latest upGrad Abroad film created by The Womb Mumbai. Channelling his ‘Angry Young Man’ persona, Bachchan is seen annoyed by the fact that upGrad Abroad offerings did not exist during his college days.
Created by upGrad’s creative agency The Womb, the web film aims to reassure parents and young aspirants that learning opportunities from globally recognised institutions need not be limited by societal or financial constraints anymore. Aspirants who seek to attain academic qualifications from global institutes or universities can now pursue their dream through upGrad Abroad’s diversified portfolio.
The film was directed by Amit Sharma of Chrome Pictures.
Arjun Mohan, CEO – India, upGrad, said: “It’s that time of the year when school students are pursuing their higher secondary examinations and parents are evaluating whether or not send their children abroad to pursue higher education, in parallel. While our recently launched upGrad Abroad vertical is a breakthrough, we realised that the bigger challenge is to first reach out to the relevant target audience and create maximum visibility for them to be able to make an informed decision. In this regard, it was extremely critical for us to understand the market sentiment and then make a strong marketing move. And that’s when the decision of joining hands with Amit Ji to further our upGrad Abroad mission, came to life; whose on-screen persona and charm will undoubtedly make heads turn and will leave a lasting impact on the audience, thus hitting the bull’s eye.”
Actor Amitabh Bachchan, said: “Times have really changed. We live in a world where opportunities are booming across all walks of life. There is more scope to learn something new and grow through our experiences. But what does opportunity really mean if we do not capitalize on it? I enjoyed doing this ad film because I want to remind today’s youngsters and their parents that in life appreciating and seizing opportunities is what will lead them ahead. Experiencing learning in newer ways as offered by upGrad Abroad, puts forth such an opportunity where you can access global education at affordable prices, which will help our youngsters add value to their professional journey in the future!”
Such feasible learning options make upGrad Abroad offerings cost-effective, yet attractive for the India’s youth who look at building a meaningful career outside of India.
Suyash Khabya, Creative Head, The Womb, said: “Over decades, the world has seen Mr. Bachchan on 70mm, KBC on TV and in numerous ads. So, how do we show him differently now? And that’s where the idea of bringing back ‘Angry Bachchan’ struck us. At the shoot, he was as fit as a fiddle even at 80…kicking, punching, and breaking stuff. We felt as if we were reliving the Zanjeer or Deewar era again. We’re confident that just like he breaks upGrad’s office in the commercial, the ad will break the clutter.”
upGrad Abroad currently holds a strong portfolio in partnership with top international universities from across the US, Canada, Australia, UK, Germany, France, and Ireland for enabling global recognition, also coupled with hassle-free visa application and a ~3-year post-study work visa for its US learners, to build a stronger career in the new geography.
Credits
Agency: The Womb Communications
Founding Partners: Kawal Shoor and Navin Talreja
Creative Team: Suyash Khabya, Gunjan Gaba, Paritosh Lonkar and Ankita Sawant
Planning Team: Sneha Raina and Ipshita Khan
Account Management: Heval Patel and Richa Shah
Production House Credits: Chrome Pictures
Director: Amit Sharma
Executive Producer: Napolean Daniel Amanna & Kush Malhotra
DOP: Ayananka Bose
