Aakash Educational Services, has announced the onboarding of ace cricketer Yuvraj Singh as its brand ambassador. Yuvraj Singh had recently announced that he will be making a comeback in the domestic competitions. The swashbuckling all-rounder had retired from all forms of cricket in June last year, having last turned out for India in 2017.
The cricketer has come on board to help promote the company and its various brands including Aakash Institute, Aakash IIT-JEE, Aakash Digital and Meritnation. Singh will lead the brand’s latest omni-channel ‘Success is Waiting’ campaign for Aakash Digital.
The campaign will be in the form of a film that strives to inculcate the route to celebrate failure while bouncing back with all the more determination, strength and focus.
“I connect with Aakash as they train students to never give up and offer a helping hand to them in cracking such tough entrance exams. The theme of the film too in a way mirrors the journey of my life. Through the film I want to tell the students that when the world calls you a failure, you call yourself a success,” Singh said.
The campaign with Yuvraj Singh is conceptualised in partnership with Cheil India, the campaign will be for students re-appearing for medical and engineering entrance examinations. It intends to inspire such students to give it another try and will be visible through the digital medium. The film unfolds as a long walk with Singh, capturing the protagonist’s highs and lows in life. He walks past a set of cricket stumps uprooted, past trophies and medals. Interspersed with the shots, we see school kids studying, looking into a mirror with determination or at times looking unsure.
The communication has been designed around the comeback story of the cricketer since he was the ideal fit to drive home the message effectively as the company needed an inspiring comeback story of a sportsperson, with the core messaging of ‘come back stronger’.
Aakash Choudhary, director and chief executive officer, Aakash Educational Services, said, “We are pleased to make Yuvraj Singh a part of the Aakash Family. Striding on Yuvraj’s popularity amongst the youngsters and his path breaking success story and inspiring comeback, we are sure that he will inculcate the route to celebrate failure while bouncing back with all the more determination, strength and focus.”