MAM
upGrad launches campaign to drive awareness on professional doctorate degree
Mumbai: The edtech platform, upGrad has rolled out a new digital campaign created around the dated perception of the prefix ‘Doctor’. Conceptualised by The Womb, the new spot is created to make the conversation around pursuing a terminal degree like professional doctorate a mainstream one, amongst seasoned working professionals.
The digital campaign aims to drive awareness around upGrad’s latest Doctor of Business Administration (DBA) degree offering.
Keeping in mind the market demand, The Womb conceptualised a tongue-in-cheek digital film that addresses the lack of awareness around professional doctorate degrees, through a series of uncomfortable dialogues between the co-passengers on an aircraft, who are seeking help to solve a mid-air health emergency with the help of a doctor.
Directed by Roopali Singhal of Chrome Pictures, the film takes a humorous route to showcase the importance of a DBA for working professionals, who are looking to build expertise in their existing or cross-functional domains.
Designed specifically for working professionals, each of the two 36-month programs offers one-on-one mentorship by international guides, live & interactive faculty, domain-specific sessions, and thesis support across multiple specialisations, through the flexible online learning model to its learners. Golden Gate University, which is ranked among the Top 10 percent Schools in the USA by College Factual, delivers global exposure and a vast professional alumni network to online learners worldwide from the heart of San Francisco’s high-tech and financial district.
The onset of NextGen technologies has organisations hurtling towards the principles of Industry 5.0, thereby resulting in the need for innovative leadership with a DBA degree to maintain a competitive edge, through applied research-based problem-solving capabilities.
With the increasing need to solve real-time business problems through lateral and creative thinking, innovation officers with a Professional DBA degree have witnessed an increase in job opportunities across an array of new roles within senior leadership or the C-suite, as independent consultants, professors, and more, upon course completion. Responding to this demand, the ACBSP accredited Swiss School of Business and Management’s Global Doctor of Business Administration program and WASC accredited Golden Gate University’s Doctor of Business Administration, both powered by upGrad, come with multiple specialisations based on dissertation topics and international academic support for propelling quality and utility-based learning.
Commenting on the launch, upGrad head of marketing Ankit Khirwal, said, “Times are changing and so are our learning requirements. Mid to senior-level professionals who are constantly confronted with newer technologies and skill gaps should look at becoming domain experts instead of just getting an upgrade as a quick fix.”
“This is where we want to support them with the best of content and learning opportunities that come with value-adds like feasibility to learn at your own pace, global university accreditation, and one-on-one thesis supervision to complete the immersive learning experience with upGrad. While the program targets academic interests of learners, it also helps them with real-life applications for attaining maximum career benefits.” he added.
The Womb creative lead Suyash Khabya said, “there’s always a creative challenge at hand when we are working on any vertical led films with upGrad.”
“Unlike celebrity-driven ad films, here the task becomes even more demanding as it requires precise messaging and appealing visual representation for creating impact at scale. We are thrilled to continue our efforts with upGrad as it makes us think way beyond the box and that’s the kind of adrenaline rush, we seek to keep up with the quality outputs,” concluded Khabya.
MAM
Paisley Pop Shop expands film collaborations for 2026 slate
Three new film tie-ups follow Rs 112 crore success of Ek Deewane ki Deewaniyat
MUMBAI: Lights, camera… couture, because in hindi movie’s latest script, jewellery isn’t just worn, it performs. Luxury label Paisley Pop Shop is doubling down on its cinematic ambitions, confirming partnerships with three upcoming film productions slated for release in late 2026. The move comes on the back of the brand’s breakout moment with Ek Deewane ki Deewaniyat, which clocked a global box office haul of Rs 112 crore by early 2026. That outing, fronted by Sonam Bajwa, saw Paisley Pop’s designs become integral to character styling turning screen presence into a trend-setting moment off-screen.
For its next act, the brand is crafting bespoke heritage pieces for lead characters across genres, spanning period dramas to contemporary narratives. While film titles remain under wraps, the strategy signals a clear pivot: from product placement to narrative integration.
Alongside these collaborations, Paisley Pop is rolling out a limited-run “Film Edit” this April. The capsule includes the “Protagonist Series” featuring sculptural Polki sets designed for high-definition visual impact, and “Heritage Revival” pieces rooted in intricate Kundan craftsmanship both aimed at translating cinematic aesthetics into consumer wardrobes.
At the centre of this expansion is a growing emphasis on storytelling through design. The brand’s J&K artisan collective, which gained visibility through its previous film outing, continues to anchor this approach, blending traditional techniques with screen-ready scale.
What began as a styling experiment now looks like a structured play at the intersection of fashion and film. And if Paisley Pop’s trajectory holds, the silver screen may soon double up as its most influential showroom.
