Study In India


The Study in India initiative was officially launched on 18th April in Delhi in the presence of honourable ministers, Mrs. Sushma Swaraj and Dr. Satyapal Singh. It is backed by the Government of India with a transparent online application process for international students. The program maintains an international-level standard of education through partnerships with the National Institutional Ranking Framework (NIRF) & National Assessment and Accreditation Council (NAAC) accredited institutes, to give students the best opportunity to learn and grow at premier higher education institutions. Our campaign ‘Say Yes to Study in India’ focused on increasing awareness about the initiative and attracting students from all over the world to enroll with Indian universities under this initiative.



Challenges and Objectives:

India has always given the world the brightest minds. But what people are unaware of is the trove of knowledge and class of education our country offers and how it has changed the lives of countless students to ‘Diversify. Learn. Rise.’ Also, because the Study in India programme is so new compared to programmes like Study in the USA, Study in Australia, Study in New Zealand, Study in Germany, Study in Canada, etc. there is a lack of awareness about it. Hence, the objective was to build a brand image, draw some recognition, opinions and initiate dialogue with the target audience across 30 countries.

Creative Solution:

We believe that India offers a wide platform for learning owing to its diverse culture and languages – it’s a hub for providing new experiences and opportunities to rise in your life. We took the idea of rich diversity of India forward and amalgamated it with the main propositions of value of money, technologically advanced methods of learning and the magnanimity of the number and quality of institutions India has to offer. This is how ‘Diversify. Learn. Rise’ took shape.

Strategy and Execution:

Our strategy was aimed at spreading the word about this astonishing initiative! It was done by targeting specific branding campaigns on platforms like Quora, YouTube, Research & Frequency, and more. Another approach was to drive conversions through performance campaigns on Facebook, Instagram, Google Search, Discovery Ads, Google Display Networks (GDN), Google Performance Max, and automated e-mailers. All of this helped in reaching out to international students all over the world and fancying them to Study in India.

1. In accordance with the MHRD and MEA, we began with campaign-led posts and country-level launches to show that India is ready to groom the future of international students on a competitive, global scale.
2. With digital comprising a major part of the plan, we targeted country specific display partners including YouTube, Facebook, Instagram, Google Search, Discovery Ads, automated emailers etc.
3. Complete data monitoring was done to analyze registrations, applications and course preferences of students all across the globe.
4. Additionally, there were multiple offline touchpoints where Study in India witnessed a heavy footfall due to the 360 degree media outreach and curated communication.
5. Media channels like radio, newspapers, and outdoor hoardings were utilized to promote the initiative.

Impact or Results:

There was a whopping 25% increase in the overall number of students admitted through Study in India, having received 40,000+ international student applications from 100+ countries, especially from Africa, SAARC, Middle East, and SouthEast Asia.
A 400% jump was seen in the number of students participating in the PRAGATII scholarship examination.
Further, the Study In India initiative was also expanded by 2X in the new markets of Zambia, Zimbabwe, Mauritius, Indonesia, etc.
Additionally, a 150% increase in website traffic was witnessed. The overall Facebook reach was 20M+, with 1.87M+ clicks across different platforms and 762K+ discovery platform interactions.

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