GroupM’s global data and measurement-driven media agency Essence has won an integrated media agency of record duties for live online learning platform Vedantu in India. The mandate covers offline and digital media including performance media. Led by Essence’s office in Bengaluru, the Vedantu business will be supported by the agency’s practice leads across strategy, analytics, integrated media planning, media activation, and advertising operations.
Vedantu's live online learning platform offers both individual and group classes, where teachers can provide personalized teaching using two-way audio, video and whiteboarding tools for real-time interaction. Vedantu caters to students from sixth to twelfth grade and prepares them for school board and competitive examinations as well as co-curricular courses.
Shivani Suri, Chief Marketing Officer at Vedantu, commented, “Vedantu envisions to transform the face of education in India. Our live online learning platform, with some of India’s finest teachers, not only offers a personalized learning journey but also ensures tangible learning outcomes for our students. With the help of technology, content, and intent, we hope to make this new way of learning accessible to every child. Towards this endeavor, in Essence, we found a partner that shares our vision, is equally driven by technology and data insights, and has the nimbleness to experiment, learn and grow."
Anand Chakravarthy, Managing Director, India at Essence, said, “The online education sector in India is poised for phenomenal growth in the coming years. Vedantu’s vision of reimagining and evolving the teaching and learning experience, combined with the utilization of content and technology, is very much in line with our culture of experimentation and shared learning. We look forward to delivering our full-service media offering focused on data, analytics, and technology to help accelerate Vedantu’s journey in transforming education."
This win marks another important milestone for Essence, as the agency continues its rapid growth in India and across the APAC region.
In 2015, The WPP acquired Essence and has taken the agency to the next level. Its clientele includes agencies from every field. Argos, Airtel, Britannia, Discovery, Flipkart, Google, Honda, Subway, Tiffany& Co., Zee5 to name a few. Vedantu will be the latest addition to Essence’s portfolio.