MAM
BYJU’S unveils Shah Rukh Khan’s new talk show
MUMBAI : Edtech company BYJU’S has unveiled a new series of TVCs featuring the ‘King of Bollywood’ Shah Rukh Khan that highlights the increasing preference for online learning by children today. With a strong student-centric message, the new ad campaign cuts across age groups to create more awareness among parents about the evolving learning habits of students and the best way for them to learn at home.
Conceptualized and created by Spring, the ad campaign focuses on BYJU’S’ core belief that children learn better when their learning experience is personalised and immersive. The TVCs portray the superstar as host of a talk show for children – “Ghar Ghar Ki Kahaani”- where he discusses the most common and relatable household debate – “How should children learn at home?”. In this show, children discuss their daily challenges of learning from home. They also explain their changing learning preferences to Shah Rukh Khan in a humorous way through popular dialogues from his movies.
The hero of all the films are the children who bust age-old learning stereotypes and talk about the power and impact of tech-enabled learning. This new campaign celebrates the evolving learning habits among students, the importance of conceptual learning and why parents should become more accepting of the new way of learning, through four fun and relatable films. The films see Shah Rukh Khan urging everyone to adapt to the newer and better way of learning with the message “Parhai ki larai ko khatam karo”.
BYJU’S chief operating officer Mrinal Mohit said: "Our new ad campaign highlights one of the most common debates between parents and children – What’s the best to learn? The core objective of these films is to help parents understand and embrace the advantages of tech-enabled learning. It also reiterates how it is fast becoming a primary learning habit for the digital natives of today. The on-going crisis has led to a big behavioral shift in the mindset of parents who are becoming more accepting of online learning platforms as they are witnessing its impact in real-time. With our new ad campaign, we want to further convey that BYJU’S is the only learning program a child needs after school. With the immense popularity that Shahrukh Khan enjoys, we are confident that we will be able to address the common apprehensions of parents and further shape the evolution in learning that is taking place across India.”
Shah Rukh Khan said: “I love teaming up with BYJU’S because, as a parent, I truly believe in their vision and the message they want to share with the world. Parents play a crucial role in shaping their child’s learning habits. We need to step up and motivate our children to embrace new and effective forms of learning. With technology-driven platforms like BYJU’S, parents can help their children continue learning in these uncertain times from the comfort of their homes.”
In light of the Covid2019, BYJU’S made the complete app content free and also introduced free live classes by the top teachers. Since lockdown, BYJU’S has witnessed a 3X growth in the number of students learning from the app and the average time spent on the app has increased to 100 minutes daily. 6 million new students started accessing the app in the last month alone.
Watch the new TVC here:
Best Way to Learn at Home
Understand Concepts Easily with BYJU’S
Learn from movie-like videos with BYJU’S
Visualise and Learn from BYJU’S
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Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
