It was just to get people’s attention: Byju on SRK, Messi ads
In the world of advertising, endorsements can be a double-edged sword. While they can bring immense exposure and credibility to a brand, they can also be seen as a desperate attempt to grab attention. In the case of BYJU’S, one of India’s most popular ed-tech companies, their recent endorsements featuring global icons Shah Rukh Khan and Lionel Messi have raised more than a few eyebrows.
The company’s founder, Byju Raveendran, has now spoken out about the reasoning behind these high-profile endorsements. In an interview with Moneycontrol, Byju explained that the goal was not to necessarily promote his company’s products, but to grab people’s attention and create awareness about his initiatives.
“It was just to get people’s attention…to understand that you can learn in a way where it wasn’t a task,” Byju said. “Shah Rukh Khan was creating awareness for our new segment…Messi was talking about ‘education for all’, our largest not-for-profit initiative.”
The “new segment” referred to by Byju likely refers to BYJU’S latest foray into the world of online learning, which includes a range of courses and programs designed to make education more accessible and enjoyable for students. The company has been expanding its offerings rapidly in recent years, and these endorsements were likely seen as a way to raise awareness about these new initiatives.
The “education for all” initiative, on the other hand, is a not-for-profit program launched by BYJU’S to provide educational resources to underprivileged students. Messi, one of the world’s most famous footballers, has been a long-time advocate for education and social justice, making him a natural fit for this initiative.
So, why did BYJU’S choose to partner with two of the most recognizable figures in the world? According to Byju, it was all about getting people’s attention and creating a buzz around his initiatives.
“We want to make education cool, we want to make it exciting,” Byju said. “We want to make people realize that education is not a burden, but an opportunity to learn and grow. And if we can do it in a way that’s fun and engaging, then we’ve done our job.”
It’s clear that BYJU’S is trying to shake things up in the world of education, and these endorsements are just one part of that strategy. By partnering with global icons like SRK and Messi, the company is trying to create a sense of excitement and urgency around its initiatives.
But not everyone is convinced. Many have been critical of the company’s use of these high-profile endorsements, arguing that they are a desperate attempt to distract from the company’s financial woes.
In 2020, BYJU’S raised over $1 billion in funding, valuing the company at over $16 billion. However, since then, the company has faced a number of challenges, including a decline in user engagement and a shift towards more competitive markets.
In response to these challenges, BYJU’S has been expanding its offerings and looking for new ways to reach its customers. The endorsements featuring SRK and Messi are likely seen as part of this strategy, a way to create buzz and excitement around the company’s initiatives.
But regardless of the motivations behind these endorsements, it’s clear that they have been successful in grabbing people’s attention. The commercials featuring SRK and Messi have been viewed millions of times on social media, and the company’s initiatives have been covered extensively in the press.
As BYJU’S continues to navigate the complex world of education and technology, it will be interesting to see how these endorsements play out. Will they be seen as a successful marketing strategy, or simply a desperate attempt to grab attention?
Only time will tell, but one thing is certain – BYJU’S has certainly gotten people talking.
