LEAD showcases change in the mindsets about newer ways of schooling in latest campaign


Conceptualized by TBWA\India, the latest TVC of LEAD offers a peek into an emotional conversation from the parents’ lens, highlighting a pertinent topic for the changing times.

LEAD released its latest TVC that features a heartwarming tale of a young mom and dad who say they are jealous of their child because of the exposure that children in today’s day and age. Conceptualized by TBWA\India, the campaign offers a peek into an emotional conversation from the parents’ lens, highlighting a pertinent topic through ‘LEAD se Padhenge Toh Lead Karenge ad’.

The film reflects how the times might have changed but LEAD Powered Schools seem to be in sync with the changing times. With changing times and old/new ways of schooling, parents have to learn the way their kids learn today with new teaching methods – a clear departure from the old, lecture-based modes of teaching and learning that the parents were used to, earlier. Marking a shift to progressive parenting even when it comes to choosing the right school for a child, ’LEAD Se Padhenge Toh LEAD Karenge’ is the clarion call that lies at the heart of the campaign.

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Anupam Gurani, CMO, LEAD, said, “Growing up, I have witnessed how my parents wanted to provide me with better education but limited opportunities always posed a restriction. Now as a parent I echo a similar feeling for my child. With our first-ever PAN India campaign, we want to reach out to all those parents who are looking to provide better school education to their children but have felt constrained due to a lack of options. LEAD Powered Schools solve for this by providing International standard education in small-town India, which is our core market. The underlying thought of the campaign is based on a beautiful insight tapping the emotion of how every successive generation of parents wants to give more to their children and in the process learn from them.”

Helming the execution of the film, Director, Nitesh Tiwari, observed, “LEAD is doing a commendable job by empowering and enabling schools to have a curriculum that provides children with a global standard of education. The ad film captures a parents’ perspective of how a LEAD Powered School is imparting interactive and enriching education, both at school and at home. I admire the brand’s vision of transforming conventional schooling in India.”

Commenting on this opportunity to create some disruptive work in the EdTech space, Govind Pandey, CEO, TBWA\India, said, “LEAD has a noble social mission to provide excellence in education to all. This commercial recognizes the role of hardworking progressive parents in middle India of tier 2 and tier 3 as the real heroes who despite the odds of their generation have made something of themselves and now have the exposure and the determination to know the difference between the right school education can make and do not want to compromise in that. Even more so in these uncertain and turbulent times.”

Parixit Bhattacharya, Managing Partner, TBWA\India, said, “We often joke about being jealous of our kids because of the exposure they have in a world that is markedly different from the time we were kids. Though universal rules of child-rearing still apply, today’s parents are dealing with an entirely new playing field. And the pressure to choose wisely is heavy. LEAD is one such choice that a progressive parent can make knowing they have selected a propulsive learning opportunity for their children. We wanted to bring this to life playfully while centering on this eventually sweet emotion of a parent being jealous of their kid”



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