How Narayana Educational Institutions is differentiating itself as fulfillers of dreams

Narayana Educational Institutions recently unveiled a campaign, titled ‘Your Dreams Are Our Dreams’, portraying how the group helps to fulfill the dreams of the young students. These dreams range from seeing the whole wide world one day to inventing something that makes our country proud and more.

In conversation with Adgully, Puneet Kothapa, President of Narayana Educational Institutions, delves into the creative thought behind the ‘Your Dreams Are Our Dreams’ campaign, how Narayana Educational Institutions is leveraging digital media and technology to promote the campaign, what differentiates Narayana Educational Institutes from other educational institutes. Kothapa also discusses the current trends, challenges, and opportunities in the education sector in India, some major milestones in the journey of Narayana Educational Institutions, the group’s long-term brand vision, growth projections and expansion plans for 2024, and more.

Watch the ad film:

https://youtu.be/ye_JgF8A0TM?si=XHqDjfTNrG714S3O

What is the concept behind the campaign ‘Your Dreams Are Our Dreams’ and what is the message it is trying to convey?

The concept behind our campaign, ‘Your Dreams Are Our Dreams’, stands for the belief that every child has potential and individual dreams. At Narayana, we play a pivotal role as catalysts in helping children achieve their dreams. We recognize that fulfilling the dreams of children becomes the biggest aspiration for parents. By acknowledging this, parents provide the strongest support and serve as the pillars in achieving those dreams. Inspired by these profound sentiments, we developed the concept of "Your Dreams Are Our Dreams (YDAOD). This commitment underscores our dedication to parents and students, assuring them that we are here to fulfill their dreams. At Narayana, we understand the significance of nurturing a child's potential and empowering them to realize their dreams. Through our experience, structured processes, and empathetic approach, we confidently uphold the promise of YDAOD.

In an era where the heartbeat of the nation is increasingly aspirational, this messaging aligns perfectly with the collective consciousness of Indian society, which is confident and working extremely hard to fulfill its dreams. Understanding that within every individual lies a vast, often untapped well of potential, Narayana Educational Institutions believes that this potential is best nurtured in an environment dedicated to continuous learning, supported by the expertise and profound empathy gained over many years of experience.

Which creative agency has conceptualised the campaign and what was the creative brief given to them?

The campaign was conceptualized by Bangalore-based BlueBot Creative Agency. The creative brief emphasized differentiating us as fulfillers of dreams, not merely restrictors to academic excellence. It underscored the importance of recognizing parents’ support as the cornerstone in achieving these aspirations. Our objective was clear: to illustrate our brand’s distinctive qualities and its impact on students’ lives. Through this campaign, we aimed to showcase how we empower children to pursue their dreams while highlighting our extensive geographic reach.

Today, our commitment to educational excellence reverberates nationwide. Starting from our origins in the Telugu-speaking states, we have expanded to over 230 cities across 23 states. Our network includes more than 800 academic institutions, serving as vibrant centers of learning. With the dedication of over 50,000 staff members, we strive annually to fulfill the dreams of over 600,000 learners.

What is the marketing/ media mix strategy for the campaign?

The marketing strategy for the ‘Your Dreams Are Our Dreams’ campaign was crafted to ensure consistent messaging across all channels and touchpoints, from the top of the funnel to build perception and enhance awareness. Our goal was to create a unified narrative that resonates both on the ground and in the digital space. Recognizing the importance of internal support for this new positioning statement, we engaged employees through various activities to build anticipation and buy-in. We created hype around the statement, revealed the ad to employees first, and then ensured the message was consistently communicated across branches and digital touchpoints. This comprehensive approach was designed to integrate our campaign seamlessly into every aspect of our marketing and operations, reinforcing our commitment to our core message.

Our approach included several key components:

Top-of-the-Funnel Initiatives: We focused on creating a strong initial impact to build awareness and perception. This involved high-visibility advertising to enhance brand awareness and shape public perception positively.

Ground-Level Engagement: We ensured that our on-ground teams were aligned with the campaign's messaging. This included training and equipping them with the necessary tools to communicate our brand values and the essence of the campaign effectively.

Digital and OTT Presence: We expanded our messaging into the digital realm, utilizing platforms such as YouTube, various OTT services, DSPs, and social media channels like META. Our goal was to tap into the Connected TV (CTV) audience, aligning with the aspirations we aim to fulfill.

Clear Positioning: Throughout the campaign, we maintained crystal-clear positioning that highlighted our commitment to helping parents and children achieve their dreams. This consistent narrative was crucial in differentiating our brand and creating a strong, memorable impression.

In summary, our marketing strategy was all-inclusive and integrated, ensuring that our message was consistent and impactful across all channels. By aligning our efforts from the top of the funnel to on-ground teams and digital platforms, we created a cohesive and powerful campaign that effectively communicated our brand's positioning and objectives.

How is Narayana Educational Institutes leveraging digital media and technology to promote the campaign?

Narayana Educational Institutions leveraged digital media and technology to promote the ‘Your Dreams Are Our Dreams’ campaign by running it for a month and a half across various funnel stages to build awareness drive engagement and eventually generate leads. We targeted audiences in hyperlocal geographies where our schools and colleges are located. As a brick-and-mortar business, fulfillment happens within our institutions. We used technology for hyperlocal marketing, specifically reaching out to parents through various platforms such as DSPs and social media. Targeted ads on social media and search engines boosted visibility, while comprehensive PR materials, including press releases, enhanced outreach. Performance monitoring through digital analytics tools and audience feedback helped optimize strategies in real time, ensuring a strong and impactful presence across all channels.

What are the expectations from the campaign?

The ‘Your Dreams Are Our Dreams’ campaign aimed to shape Narayana Educational Institutions as a brand committed to fulfilling students’ dreams. As a 45-year-old legacy brand, we sought to differentiate ourselves by presenting a fresh perspective on our values to enhance ad recall and establish ourselves as an approachable brand. Over time, we aim to elevate the brand to a more premium status. Expectations included increased digital engagement, positive brand sentiment, and solidifying Narayana’s position as a leading educational institution.

What differentiates Narayana Educational Institutes from other educational institutes in terms of its curriculum, teaching methodology, and other initiatives and what are the strategies it employs to reach and connect with its TG effectively?

Narayana Educational Institutions stand out due to their 45-year-old legacy, and meticulously crafted age-appropriate programs that cater to students at various stages of their educational journey. The eKidz program provides personalized learning for nursery to UKG students in a secure and hygienic environment. For 1st to 5th-grade students, eChamps focuses on overall growth and building a strong foundation. The eTechno programme for 6th to 10th-grade students prepares them for competitive challenges, incorporating exposure to national and international Olympiads.

Narayana also prioritizes students’ overall development through various programs. For mental well-being, our Disha program offers emotional support from skilled counselors and psychologists. The Nsports program provides a break from the academic routine, helping students develop physically, while the Yoga Veekshan program helps students focus and increase concentration. Our integrated curriculum, perfected over decades, combines the best of CBSE, ICSE, IGCSE, IB, and other syllabi to maximize conceptual understanding. Enhanced by a tech-enabled framework with in-house applications like nConnect and nLearn, and through a mechanism of continuous feedback and adoption calling, Narayana’s strong R&D team ensures continuous innovation. With a vision to open schools in every district of India, our recent expansion of 60 new premises signifies progress towards this goal.

What are the trends, challenges, and opportunities in the education sector in India currently?

In the Indian education sector, current trends include the rise of digital learning, personalized education, and the incorporation of AI and technology in classrooms. In the rapidly evolving education sector, the emphasis on soft skills has become paramount. Beyond academic knowledge, educators are increasingly focusing on cultivating critical soft skills such as communication, teamwork, adaptability, and emotional intelligence. These skills are essential for students to navigate complex social environments, collaborate effectively, and thrive in a dynamic global workforce. By integrating soft skills into the curriculum, educational institutions aim to develop well-rounded individuals who are not only knowledgeable but also capable of leading, innovating, and making meaningful contributions to society. Challenges encompass bridging the digital divide, maintaining quality education in rural areas, and addressing teacher shortages. Opportunities presented include government initiatives such as the New Education Policy (NEP) 2020 and an increased emphasis on skill-based learning and vocational training.

How is Narayana Educational Institutes leveraging AI?

Narayana Educational Institutions are leveraging AI in various activities. We’ve integrated GPT-4O to create a chatbot for quick resolution of academic doubts, ensuring queries are addressed within seconds while filtering non-academic questions. We are also testing an AI-driven platform to generate lesson plans for teachers, which will soon be live. Additionally, we are using AI to evaluate handwritten answers to subjective questions, providing constructive feedback for improvement. This feature is also in the testing phase and will be available soon.

Narayana Educational Institutions are also leveraging AI to revolutionize our marketing strategies, ensuring stronger brand recall and enhanced engagement. At Narayana, we are using AI to generate innovative marketing content, such as our AI-driven Mother’s Day campaign, which significantly boosted social media engagement with visually appealing content. This integration helps maintain a robust online presence by creating consistent, high-quality content that resonates with the target audience, enhancing the brand’s reputation and recall value. AI-driven initiatives lead to higher engagement rates, fostering a community around the brand through relevant and appealing content.

What are some of the major milestones in the journey of Narayana Educational Institutes so far and what is its long-term brand vision?

In 1979, our visionary founder, Dr P Narayana, embarked on a remarkable journey by initially enrolling just seven students in a single classroom. This modest beginning soon blossomed into the extraordinary success story of what is now known as Narayana Educational Institutions.

Narayana Educational Institutions have consistently excelled in academics, competitive exams, sports, and more, nurturing students who bring laurels to the institution through their outstanding performances. Presently, Narayana boasts a network of over 800 schools, junior colleges, coaching centers, and professional colleges spread across 230+ cities in 23 Indian states, making it one of the largest educational conglomerates in Asia. Our long-term brand vision is to expand rapidly and open one school in every district of the country.

The vision and dedication of Dr P Narayana have been instrumental in this journey, and the institution continues to strive toward its goal of expanding its reach and impact. With a strong commitment to accessibility, quality, and innovation. Narayana is poised to achieve its vision of having a school in every district of the country, fulfilling dreams, and making a lasting contribution to the education sector in India.

How was the year 2023 for Narayana Educational Institutes and what are the growth projections, and expansion plans for 2024?

The year 2023 was particularly notable for Narayana Educational Institutions as we continued with our expansion across the nation. For the year 2024, we opened 60 new premises across the country and witnessed an increase in our turnover by 3%. This growth not only strengthens our presence but also emphasizes our dedication to making quality education accessible to a broader audience.

At Narayana, we are committed to nurturing young minds right from pre-primary and guiding them through their senior secondary studies. Our central focus remains on striking a harmonious balance between the curricular and co-curricular domains. This balanced approach ensures that students receive a well-rounded education that fosters both academic excellence and personal development.

We aim to expand our base in the country by making quality education accessible and dreams achievable, striving to provide every student with the opportunity to pursue their dreams because, at Narayana, ‘Your Dreams Are Our Dreams’.