Scaler, the tech upskilling startup, has launched a brand campaign emphasizing the importance of continuous learning and upskilling for working professionals in the tech industry. The new campaign comes at a time when the sector is facing challenges around profitability and productivity, with many organizations cutting off non-essential staff. Scaler believes that this is an opportune time for tech professionals to focus on building their skill sets to continue their career growth.
The brand campaign consists of a series of films that highlight the importance of having a hunger for learning and continuing to upskill in the tech industry. The first film in the series emphasizes that having dreams and aspirations is not enough; one must push hard and work towards achieving them. Scaler’s programs are rigorous, demanding not only aptitude but high hunger and drive from their learners. The film portrays a harsh environment that teaches tech professionals to push their limits, and the second and third films will continue this conversation and focus on the solutions that Scaler provides tech professionals in their upskilling journey, including industry mentorship and access to the latest technology.
Through this campaign, Scaler aims to engage with tech professionals who have a fire in their belly, are hungry to learn, and are not just daydreamers. The company wants to empower professionals to take control and steer their careers to success on their terms by grabbing the right kind of support and guidance available to them at the right time.
Rahul Karthikeyan, chief marketing officer of Scaler & Interviewbit, stated that technology is advancing much faster than ever before, and tech professionals are often overwhelmed by the obligations and demands of the industry. With this brand campaign, Scaler wants to encourage professionals to continue their learning journey, acquire new skill sets, and adapt themselves to cater to the industry’s changing dynamics.
This brand campaign is predominantly digital-led, following the digital-first approach of the company. The film will be released across social media platforms, including YouTube, Facebook, Instagram, Twitter, and LinkedIn. The brand will also engage with prominent national and regional social media influencers to create a buzz around the campaign.
The Hunger Test is a unique component of the campaign, aimed at techies who want to break the inertia and do something. The Hunger Test is a part of the Masterclass where techies will have to take a test to gauge their temperament. Scaler’s creative team has managed to break away from conventional clutter by delivering a compelling message that will effectively reach the tech professional grappling with similar issues in any part of the country.
Suyash Khabya, Creative Head of The Womb, stated, “Haven’t we all seen people daydreaming in the office? And there are those who want to break the inertia and do something. They are the hungry ones. They don’t live in a dream bubble. They are go-getters. And that’s the kind of people Scaler wants to teach. This was the insight that helped us crack the creative idea. And rather than just a TVC, we planned an integrated approach starting with the Masterclass where techies will have to take a Hunger Test to gauge their temperament. Also, while working on the execution, we wanted to move away from the 4 walls of an office set-up. So we propped a barren desert like an office…very metaphoric! We’re confident that this campaign will inspire the hungry ones to come and learn. As for the dreamers, they can continue to dream. Because, sapne dekhne ke liye paise nahi lagte.”
In the last year, Scaler has launched multiple effective brand campaigns focusing on various product offerings and services. The company introduced a B2B campaign aimed at global and home-grown tech giants highlighting the emerging shift in the status quo, with companies preferring the right skills. Scaler has also produced two web series – B.E Rozgaar and 30 Weds 21– explicitly written for the brand in vernacular languages, with millions of views per episode on YouTube.
In conclusion, Scaler’s Hunger Test is a creative approach to inspiring techies to learn and upskill in the dynamic and competitive tech industry. The brand campaign emphasizes the importance of continuous learning and upskilling, and the Hunger Test is a unique component that will gauge tech professionals’ hunger for learning and their temperament. Scaler’s digital-first approach and engagement with social media influencers will help the brand reach a broader audience and create a buzz around the campaign. With the tech industry evolving at a breakneck pace, Scaler’s focus on upskilling and career growth for tech professionals is a timely and relevant message. By empowering techies to take control of their careers and providing them with the right guidance and support, Scaler is positioning itself as a leader in the tech upskilling space. It will be interesting to see how this brand campaign resonates with the target audience and how it impacts Scaler’s brand perception in the market.
