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<ul><li><keyword id="8080458" type="General" weightage="100" keywordseo="whitehat-jr" source="Orion">WhiteHat Jr</keyword>'s latest campaign #PickItUp aims at dispelling the notion that age is a hurdle to learn something new.</li><li>The new campaign series features actor <keyword id="6354563" type="General" weightage="20" keywordseo="hrithik-roshan" source="Orion">Hrithik Roshan</keyword>.</li></ul>WhiteHat Jr has launched a new campaign where it tries to dispel the notion that age is a hurdle to learn something new as it launches Live Online 1:1 Music classes for adults too. Anybody can start learning the guitar or the piano. With skilled musicians as teachers, the course offering is personalized as per the learner’s music goal.<br /><br />  <div type="Youtube" id="8VLz20jfpIk" title="Hrithik Roshan finally Picks Up the Guitar! | #PickItUp with WhiteHat Jr" thumbUrl="https://i.ytimg.com/vi/8VLz20jfpIk/mqdefault.jpg"></div>  <div type="Youtube" id="Kg414u0cQ2Y" title="Hrithik Roshan Surprises Everybody with a Guitar Performance! | #PickItUp with WhiteHat Jr" thumbUrl="https://i.ytimg.com/vi/Kg414u0cQ2Y/mqdefault.jpg"></div><br />Bollywood superstar Hrithik Roshan in this 2-ad series is seen realizing his unfulfilled dream of learning the guitar by getting inspired from a young kid in the first film and becoming the protagonist himself in the 2nd film by letting his colleagues know that Music Seekhne Ki Koi Umar Nahi Hoti. The campaign series has been conceptualized by WhiteHat Jr’s brand team, produced by Dora Digs &amp; directed by Bollywood director <keyword id="221124" type="General" weightage="20" keywordseo="robby-grewal" source="Orion">Robby Grewal</keyword>. The music &amp; the magical guitar piece that will most likely reignite your desire to learn the instrument, has been composed by leading music director <keyword id="660668" type="General" weightage="20" keywordseo="sneha-khanwalkar" source="Orion">Sneha Khanwalkar</keyword>.<br /><br />Commenting on the new campaign, <keyword id="13087608" type="General" weightage="20" keywordseo="akshay-sengupta" source="Orion">Akshay Sengupta</keyword>, VP &amp; Head of Brand Marketing at WhiteHat Jr said, “We hope that with this campaign, everyone realizes that it’s never too late to chase your passion. What one needs, is the zeal to #PickItUp. This series is a motivation for those individuals who have, at some point in their lives, wished to learn a musical instrument but were never able to. Our Music for Adults course, makes this dream achievable thanks to our unique 1:1 online learning experience with skilled teachers.” <br />

WhiteHat Jr gets Hrithik Roshan to strum the guitar in its latest campaign promoting its live online music classes

<ul><li>With an aim to make digital learning accessible to millions of children from underserved communities, EdTech giant <keyword id="2900267" type="General" weightage="80" keywordseo="byju" source="Orion">BYJU</keyword>’S launched its social initiative ‘Education For All’ last year.</li><li>So far, BYJU’s has reached 3.4 million students and has now revised its vision to empower 10 million students by 2025.</li><li>To celebrate its social outreach program's one-year anniversary, BYJU’s has launched a digital film to remind us of the catastrophic education emergency that the pandemic has created in our country.</li><li>We speak to <keyword id="309498" type="General" weightage="20" keywordseo="vineet-singh" source="Orion">Vineet Singh</keyword>, VP- Brand and Creative Strategy, BYJU’S and Mansi Kasliwal, VP - Social Initiatives, BYJU'S to find out more about the initiative, the brand’s new CSR campaign and discuss how school closures have impacted the country.</li></ul>“If you get 2 candies from Mummy and 2 from Papa, how many candies would you have?” a little girl, as she walks through the sand dunes with her brother, asks him. He replies, “Too many.” BYJU’s latest film aims to throw a spotlight on how the pandemic has created a catastrophic education emergency in our country, putting our children’s future on an indefinite hiatus.<br />  <div type="Youtube" id="gsqnvTUmkt0" title="BYJU'S Education For All" thumbUrl="https://i.ytimg.com/vi/gsqnvTUmkt0/mqdefault.jpg"></div><br />The film shows how children in remote areas travel miles to go to school. With the ongoing pandemic, many of them have been deprived of their right to education as schools have shut down or have moved online. <br /><br />Across India, 1.5 million school closings have affected 247 million children in elementary and secondary schools, according to a UNICEF study. As the pandemic drags on, more and more students have dropped out of school and the most marginalized communities are paying the biggest price. Many young kids have been forced into child labour or child marriage and are cut off from the early development stages of childhood. <br /><br />With an aim to bridge this gap, BYJU’s launched its CSR initiative called ‘Education for All’ last year. So far, the EdTech giant has reached 3.4 million students and has now revised its vision to empower 10 million children, up from 5 million, by 2025. Under the initiative, BYJU’s has partnered with over 110 NGO partners and launched its program in 26 states, whereby its educational content is loaded onto the devices with free access for the students and the teachers.<br /><br />“Even pre-pandemic, there were about 13 million children out of school and 67% of these kids out of school are girls in the grade category of six to eight. Experts predict that the pandemic is likely to double this number. Now, in terms of the quality of education, the SSO report says that there are about 110 million children in India who do not receive good quality education, even though they're part of some base-level education or primary education level system. Education is a fundamental right of every child in India, as per the Constitution, but it's about the quality of education. It's also about the availability of teachers. So if you just look at the education sector in general, I think the problems are just plenty and the scale of them is something that I don't think a single organization like ours can actually address which is why we've taken the ecosystem approach. It is a mix of NGOs, the government, other corporates, everybody is going to contribute,” Mansi Kasliwal, VP - Social Initiatives, BYJU'S told Advertising and Media Insider citing various studies. <br /><br />As per UNICEF, only 24% of households in India had access to the internet pre-COVID and there is a large rural-urban and gender divide. With its EFA initiative, BYJU’s has been providing at-home school through a personal digital device.<br /><br />However, every child has different needs. Kasliwal told us how BYJU’s devices are supporting them in catching up on the learning they have missed. She said, “The needs are different in terms of the grade, their state board and language; these are the three basic things that we need to know about before giving out a course. This information comes to us from the NGO, and we are able to customize the program for each child. So each child gets a course that is aligned to their learning needs. Also, we understand that great competency is a real challenge on-ground. So a fifth-grader in one of these areas may actually not know addition and subtraction. Whereas for a regular child of fifth grade, addition, subtraction, multiplication, division and everything has to be known. So before we begin a program, we find out where the learning gaps are built through bridge learning programs and then give them content. So there are multiple efforts that are being taken through aptitude tests, bridge learning programs, gap identification, assessment tests and then there’s teacher training.” <br /><br />BYJU’s film, which has been released to raise more awareness around the digital divide and its CSR initiative, was conceptualised and created by BYJU’S internal brand team. Panning and tilting across the scenic views of Uri in Kashmir to the panoramic white deserts of Kutch to the hinterlands of Sundarbans, the film is shot across Sonmarg, Jaisalmer, Alupuzzah etc for over 120 hours along with 1000+ beneficiary students. <br /><br />Talking about the film, Vineet Singh, VP- Brand and Creative Strategy, BYJU’S said, “An impactful story needs an impactful, even more, or a little bigger impactful way of communicating the story out and that's what we tried to do with this. The objective is simple - get the story out to more and more people. The objective is not to piggyback on this to build a brand narrative The objective is to just reach out to more and more people. And the more and more people see this film, the more people join in. That's our end objective. We’ve started with a digital-first narrative. The music is available on all leading music platforms as well including Spotify, JioSaavn, Apple Music, and we have some specific digital strategy pushing towards the music as well. So you will see a lot of content around that and we partnered with a few influencers.”<br /><br />The film’s music follows along with the unique rhythm of the mathematical ‘table of 2,’ and is rendered artfully by actor-singer Raghubir Yadav. The music, composed by Sneha Khanwalkar, aims to capture the innocence and hope of young children for a better tomorrow.<br />

How BYJU’s aims to provide customised education to 10 million children in India by 2025

<ul><li>In its first campaign, <keyword id="6970546" type="UNKNOWN" weightage="20" keywordseo="smule-india">Smule India</keyword> reminds you how you can make use of your free time creatively by jamming with your friends in any corner of the country. </li><li>'India Jam Karega' tells a musical story highlighting different tenets of the social <keyword id="8158731" type="UNKNOWN" weightage="20" keywordseo="singing-app">singing app</keyword>. </li></ul><br />Smule India has launched its first-ever brand campaign, 'India Jam Karega', and is trying to inspire all of India to make friends with music and music with friends. <br /><br />With its campaign, Smule is inviting music-lovers across the country to come together and jam online. Whether it's singing a duet, crooning away with an international or local artist, creating an original, cheering each other on, making friends across the globe, sparking the creative energy of Indians and getting music lovers across languages and geographies together.<br /><br />        <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />The new brand campaign - India Jam Karega, tells a musical story highlighting the tenets of the social singing app. Set to a groovy, foot-thumping anthem by the inimitable Sneha Khanwalkar, sung by Benny Dayal and Shalmali Kholgadhe, they are expressing the joy of jamming that people in India enjoy, the film weaves through various situations showing people from all corners of the country singing together. It has a friendly and inviting vibe, completely in sync with the essence of the brand- a community of music lovers uniting across the globe, including jamming with the biggest names in the music industry like Darshan Raval, Neha Kakkar, Salim Merchant, Papon &amp; many others. Playing up the authenticity factor, the lyrics encourage people to sing with pride and without fear of any judgment. The film also brings out the features of the app where users can show appreciation for each other's singing by awarding virtual ‘gifts’. <br /><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><keyword id="8779738" type="PERSON" weightage="20" keywordseo="bill-bradford">Bill Bradford</keyword>, President, Smule said, “Music has the inter-cultural ability to cross frontiers. It’s a language the world understands and that connects societies. We believe it's more crucial than ever to invoke the power of music to bring people closer, while encouraging, engaging and exciting anyone who likes to sing, anytime, anywhere. We aim to be the one stage where all of India unites to celebrate its passion for music. This campaign is an invitation for Indian music lovers to join our growing community of millions of music lovers – the rookie, the enthusiast and the expert.” <br /><br /><keyword id="3010984" type="PERSON" weightage="20" keywordseo="Viral-Jani">Viral Jani</keyword>, Sr. VP Investment Operations, <keyword id="4519251" type="PERSON" weightage="20" keywordseo="times-bridge">Times Bridge</keyword> said, “At Times Bridge, it is our endeavor to work with our global partners to help them find a brand voice that will resonate with the discerning Indian consumer thereby become a part of the Indian cultural zeitgeist. The campaign “India Jam Karega” is an expression of how the Indian consumer connects over music and forms new connections that are driven by the passion of singing together from north to south, east to west of India and across the world. This campaign is a true reflection of how the Smule community of singers in India come together to Jam and unite on this platform.”<br /><br />Smule is backed by Times Bridge, a leading investment firm that seeks to bring the world’s best ideas to India and India’s best ideas to the world. <br /><br />        <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />

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WhiteHat Jr gets Hrithik Roshan to strum the guitar in its latest campaign promoting its live online music classes

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How BYJU’s aims to provide customised education to 10 million children in India by 2025

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Smule’s ‘India Jam Karega’ calls for unity over shared passion for music

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