The first phase of the association will include a marketing campaign targeted pan India across Tier 1 and Tier 2 cities across online and offline media Recognising the growing potential of the EdTech sector, online higher education company upGrad is in the process of charting out an ambitious branding and communication roadmap. upGrad has roped in Brand & Creative consultancy, Tilt Brand solutions, founded about 18 months back by Joseph George, former Group Chairman & CEO, India and Regional President, South & Southeast Asia at MullenLowe Lintas Group. Speaking on the association, upGrad Co-founder & MD, Mayank Kumar said, “The complex, yet necessary task at hand is to bring about a shift in the Indian consumer mindset, who have culturally and historically considered education as a one-time activity in life’s journey. Tilt’s in-depth understanding of the Indian consumer and proven ability to derive actionable insights made them our obvious choice to be our strategic and creative partner.” The first phase in this roadmap is a marketing campaign targeted pan India across tier 1 and tier 2 cities and across online and offline media. The marketing efforts would be directed to drive awareness and preference for upGrad as a brand as well as driving relevance for the need of lifelong learning and long-term career planning for working professionals; as upGrad believes that the current workforce will be in a state of redundancy in the next 12-36 months if they do not act now. Adding to this, Joseph George, Founder Chairman & MD, Tilt Brand Solutions said, “This is a great category and we are dealing with a great bunch of involved professionals at upGrad. All of us at Tilt can’t wait to co-author with Ronnie, Mayank and team, a case study in this category.”