Digital
upGrad’s latest digital-first campaign focuses on upskilling
Mumbai: Edtech firm, upGrad’s latest campaign focuses on the importance of upskilling across tech domains for working professionals. It is a digital-first, gender-specific micro-targeted campaign.
The campaign aims to encourage more women professionals to upskill and scale up their tech careers, across the industry. upGrad’s tech offerings like blockchain, full stack development (FSD), big data, devOps, cybersecurity and cloud computing are areas that learners are showing interest.
Aligning with the viewer’s needs, the campaign targets professionals using gender-specific ads and creatives, based on their area of interest.
With close to 10 different versions, the campaign aims to micro-target users who are seeking to upskill themselves, by showcasing creatives and ads that align with their gender and subject interest across technology programs.
The digital film for the campaign, which is conceptualised by The Womb, showcases the mayhem that ensues when there is a fire in the office, and who the team rescues. The campaign has been directed by Roopali Singhal of Chrome Pictures and is live on digital.
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Moreover, given the increased interest by women professionals in coding and software programs, upGrad’s campaign is reinforcing the importance of women coders by representing female protagonists in the ad films. The film showcases women learners upskilling with upGrad’s tech courses to become ‘very very important’ team members who drive organisational growth and success at their jobs, upon course completion.
Commenting on the tech campaign, upGrad head of marketing Ankit Khirwal said, “we can no longer pretend that skilling is not important, especially in the field of technology, where human-machine interactions, Web 3.0, brand building in Metaverse are happening as we speak. Following this trend, we have witnessed an increase in interest from women coders for our tech offerings across blockchain, fsd, devops, cybersecurity, and more.”
“Therefore, to encourage them further to upskill and fast forward their careers, our digital campaign will undertake a micro-targeting approach, to showcase the right offering to the right viewer based on their interest and profile, to help them navigate their upskilling solutions,” he added.
Till date, upGrad learners have received an average career hike of 51 percent while getting placed with top companies like Uber, Flipkart, Meesho and Razorpay, after completing tech courses with the edtech major.
“When there’s fire in the office, who will you save? Yourself, your boss or the most important employee in the office? That’s the premise Gunjan cracked when thinking of this campaign. The chaos added to the drama, the twist added to the fun and thus, we found a creative way of highlighting the importance of tech courses in today’s world,” added the Womb creative head Suyash Khabya.
Digital
AI drives 92 per cent surge to 15M views across India’s open web
Taboola data shows rising AI curiosity reshaping digital consumption trends
MUMBAI: Artificial intelligence is fast becoming the internet’s favourite topic in India, with fresh data showing a sharp spike in audience interest across the open web.
Insights from Taboola’s Taboola Newsroom reveal that AI-related content generated more than 15 million pageviews over the past 90 days, marking a striking 92 per cent jump compared to the previous 45-day period. The surge signals a clear shift, with AI moving from niche tech chatter to mainstream digital curiosity.
The broader technology category is also seeing momentum, clocking around 1.7 million pageviews and a 27 per cent rise in engagement. However, much of that growth appears to be riding on the AI wave, as developments in artificial intelligence increasingly dominate tech narratives.
Within the AI ecosystem, newer players are quickly capturing attention. Content linked to Anthropic alone drew roughly 2.5 million pageviews, registering a dramatic 2,096 per cent surge. The spike reflects growing interest in alternative AI models and emerging competitors in the space.
Meanwhile, familiar names continue to hold steady ground. Coverage around ChatGPT generated about 1.2 million pageviews, underlining sustained curiosity as users explore practical applications, updates, and everyday use cases for generative AI tools.
Big Tech is firmly in the spotlight too. Content related to Meta attracted approximately 2.2 million pageviews, up 30 per cent, as audiences track its expanding role in AI infrastructure and innovation.
Taken together, the data points to a deeper shift in how audiences engage with AI. Interest is no longer tied only to big announcements but is evolving into a steady stream of exploration around tools, platforms, and real-world uses.
For publishers, this opens the door to richer storytelling through explainers and practical insights. For advertisers, it presents a chance to tap into a highly engaged, tech-savvy audience.
If the numbers are anything to go by, AI is not just part of the conversation anymore, it is leading it.
