Dehradun’s UPES, L&K Saatchi and Saatchi has bagged the integrated creative mandate for UPES On, the online division of the university. Earlier in the year, the agency had won the mandate for UPES.
L&K Saatchi & Saatchi’s Gurugram office will service the account.
As part of the partnership, L&K Saatchi & Saatchi will manage the brand’s mainline creative, while its digital arm, Saatchi & Saatchi Propagate, will handle the brand’s digital presence and strategy.
“The UPES brand already has resonance and comes with a campus that is simply out of the world. With such a vast variety of relevant courses to offer, we believe L&K Saatchi & Saatchi has every opportunity to do some really enriching work and help the brand carve a unique, dominant space in the sector.” Hindol Purkayastha, EVP and business head (North & East), L&K Saatchi & Saatchi, said.
Both L&K Saatchi & Saatchi and Saatchi & Saatchi Propagate will work towards the overarching goal of enhancing UPES and UPES On’s brand visibility and reach.
“We are at a pivotal point in the history of higher education. UPES changed its brand identity last year to represent its multidisciplinary characteristic and the commitment to inculcate love for lifelong learning among students. The all-new UPES is relentlessly adapting and evolving to provide an education that is built not just for academics but for life,” Stuti Gandhi, senior director brand and communication, UPES, said.