Aakash Educational Services has announced the on-boarding of star cricketer Yuvraj Singh as its new brand ambassador. It was informed recently by Yuvraj Singh that he would make a return in the domestic leagues. In June last year, the swashbuckling all-rounder withdrawn from all forms of cricket, having last turned out for India in 2017.
The cricketer has come on purpose to help promote the brand including Aakash Institute, Aakash IIT-JEE, Aakash Digital and Meritnation, and its various brands. For Aakash Digital, Singh will lead the brand’s new omnichannel ‘Success is Waiting’ campaign. The initiative would be in the form of a movie that aims to instil the direction to celebrate defeat while bouncing back with that much more dedication, power and concentration.
The campaign, constructed in collaboration with Cheil India, will be for students to re-appear for entrance examinations in engineering and medical. It aims to motivate certain students to try it again and will be accessible across the digital medium. The film progresses as a good journey with Singh, depicting in life the ups and downs of the protagonist. He walks past a series of uprooted cricket stumps, past trophies and medals. Interspersed with the shots, we see school children learning, staring with determination into a mirror or staring uncertainly at times.
The communication was built around the cricketer’s comeback story as he was the perfect match to better drive home the message as the organisation wanted a sportsperson’s motivating comeback story, including the ‘come back stronger’ key message.
“We are happy to make Yuvraj Singh a part of the Aakash Family,” said Aakash Chaudhry, director and chief executive officer, Aakash Educational Services. We are confident that he will inculcate the road to enjoy failure while bouncing back with all the more resolve, power and emphasis, striding on Yuvraj’s popularity among the young people and his road breaking success story and encouraging comeback.
“I collaborated with the Akash because they are providing training the students to never give up and give them a helping hand in breaking certain difficult entrance exams. The theme of the movie also represents the path of my life in some way. I would like to tell the students through the film that whenever the world calls you a failure, you call yourself a success,” said Yuvraj Singh.
