Accentuating Commerce Education in Kerala

Project Brief

IIC Lakshya sought to convey the transformative power of their professional commerce courses, demonstrating how individuals can achieve financial stability and career success by the age of 21. As India’s leading commerce institute, for Lakshya we had already established its reputation by nurturing global commerce professionals through their initial campaign, “21 വയസ്സിൽ ആകൂ ചാർട്ടേർഡ് അക്കൗണ്ടന്റ്“ (Become a Chartered Accountant at 21), which inspired and motivated young people to pursue a career in commerce.

To further enhance their brand presence and promote their exclusive commerce programs, Lakshya commissioned a second-phase campaign that targeted Gen Z and their parents. This campaign aimed to build upon the success of the first phase by delivering a message that felt like a natural continuation while also convincing parents of the benefits of IIC Lakshya’s courses.

Scope

Integrated Campaign

Capabilities

Consultation, Branding, Digital Branding, Events, Media, PR

Project Solution

Our team at Xpresso dedicated themselves to crafting an approach that conveyed Lakshya’s message with precision and impact. Our dynamic ads, strategically placed in the city centres, stood out as an effective communication call. Padmasree Lt Col Mohanalal’s iconic presence in the ad resulted in attracting students as well as parents. Mohanlal’s endorsement significantly enhanced IIC Lakshya’s brand image and credibility, leading to a notable increase in student enrollment. Tailored to attract students, the ad’s design and message captivated with engaging visuals and an aspiring slogan “21 വയസിൽ Life സെറ്റ്.” (Life set at 21.) Acknowledging the importance of engaging parents, we used a bold yellow hue in the ad’s design for its eye-catching properties. As a result, the ad transcended its initial purpose. More than being a promotional tool, it became a prime example of a working communication call.

Our Results

As a result, the ad transcended its initial purpose. More than being a promotional tool, it became a prime example of a working communication call.

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“21 വയസിൽ Life സെറ്റ്” campaign we created for IIC Lakshya was a resounding success.

The campaign’s core message was clear: By choosing commerce education at Lakshya, your “life” could be “set” by the age of 21. This resonated with young audiences in Kerala, where starting a career early is a significant advantage.

The campaign’s brilliance was amplified by featuring Mohanlal, the undisputed king of Malayalam cinema. Mohanlal’s association with success, experience, and trust made him the ideal person to embody the promise of Lakshya’s commerce programmes.

Television commercials featuring Mohanlal delivered the message of a secure future through Lakshya’s eye-catching visuals, alongside the “21 വയസിൽ Life സെറ്റ്” copy in print ads and interactive content on platforms like Facebook and Instagram.

The campaign’s effectiveness can be attributed to several factors. We used targeted messaging appealing directly to the aspirations of young Keralites seeking a stable career path. Mohanlal’s star power is important. His association with the campaign lent immense credibility to the brand. Also reaching the target audience through various mediums ensured maximum visibility.

The “21 വയസിൽ Life സെറ്റ്” campaign stands as proof of the power of a clear message, a relatable celebrity, and a well-executed marketing strategy. It resulted in a significant increase in enrollment for IIC Lakshya’s commerce programs, solidifying their position as a premier commerce educational institute.

Life Sorted at 21

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