BYJU’S – The Learning App and Shah Rukh Khan script a ‘different kind of love story’

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Bengaluru: BYJU’S, India’s largest education company and one of the world’s most popular K-12 apps unveiled its new ad-campaign today. Starring Shah Rukh Khan with a bunch of energetic children at a school annual day performance, brand BYJU’S celebrates the curiosity of young minds and the importance of loving what they learn this Children’s Day.

Learning today is driven by the fear of exams, rather than the love for learning. Breaking this conventional mindset, BYJU’S as a brand has always stood out by its core philosophy of ‘Making children fall in love with learning’ since inception. The new ad-campaign further reinstates the same belief. In fact, the energy filled annual day performance of the children with Shah Rukh Khan translates this exact feeling.

Text Box: Interesting facts about the TVC
– The TVC brings the ‘Pythagoras Theorem’ to life in a one-of-its-kind format, i.e. through a dance and light performance by children
– The ‘Pythagoras Theorem’ has been recreated with a catchy number to resonate with students across age groups
– Renowned director Abhinay Deo, musician Ram Sampath and choreographer Bosco Martis have come together to create the BYJU’S learning carnival
Created by Lowe Lintas, the ad-campaign is centered on the concept that children learn better when they love learning. It also showcases how learning integrated with technology can encourage and empower children to learn on their own. The ad-campaign perfectly captures the excitement and enthusiasm that children feel when learning becomes easy and so much fun, that they perform it on stage.

Announcing the launch of this new ad-campaign, Byju Raveendran, Founder & CEO, BYJU’S – The Learning App said, “Children rarely use the word ‘Love’ and ‘Learning’ together as learning has always been equated to pressure, stress and competition. We have always strongly believed that children learn better when they love what they learn. Our partnership with Shah Rukh Khan will help us increase our reach & create deeper connect across geographies. His wide appeal and adoration amongst parents and children makes him a perfect fit for our brand”.

Speaking about partnership, Bollywood actor and father Shah Rukh Khan mentioned, “I am very happy to be associated with BYJU’S and contribute towards the journey of transforming education. I am big believer of quality education and have always looked out for attractive and engaging ways to teach my children. As a parent, I believe that if children are taught through a visual medium, they will learn better as smartphones and tablets have become their primary mode of content consumption. BYJU’S-The Learning App is truly is a friendly and powerful tool for children that offers them a fun, easy and interactive way of learning.”

The new ad-campaign is also an extension of the recent BYJU’S brand refresh initiative. It re-emphasizes how BYJU’S’ has been making learning fun, engaging and personalized for children across grades and geographies.