Rachel Exton, VP of Marketing at Pearson's English Language Learning division, underscores the strategic partnership between the Pearson Test of English (PTE) and Indian actor Vicky Kaushal, which will give impetus to the aspirations of Indians looking to move abroad. With Canada being a top destination, PTE's recent approval from the Canadian Government for all economic visa categories, including permanent residency and citizenship, plays a pivotal role in this initiative.
Strategy Behind Choosing Vicky Kaushal
PTE's marketing efforts are focused on regions with high numbers of test-takers, such as Punjab, Delhi, and Gujarat, which account for 80% of the audience. Other significant markets include Maharashtra, Andhra Pradesh, and Tamil Nadu. PTE employs a targeted approach, utilizing digital and outdoor advertising tailored to regional preferences and the specific destinations aspirants dream of moving to.
Vicky's Resonance with North India
The decision to onboard Vicky Kaushal as the brand ambassador aligns with the cultural resonance he holds, especially in Punjab and northern India. Vicky embodies the ethos of PTE’s “Do it worry-free” campaign, which emphasizes a stress-free test-taking experience. This campaign, crafted in collaboration with the creative agency VMLY&R, leverages Vicky's appeal to connect with the audience on a personal level, portraying PTE as a faster, fairer, and simpler test option.
Pearson's USP
PTE’s distinctive advantages include faster results within two days and an unbiased, AI-driven evaluation system. The marketing campaign, “PTE Kar, Befikar,” conveys these benefits through various media, including digital platforms like YouTube, Instagram, and Spotify, and out-of-home advertising in rural areas where billboards are strategically placed along daily routes of potential test-takers.
Partnerships
Understanding the significant role agents play in this process, PTE has built strong relationships with agent networks to promote the benefits of their tests. Additionally, PTE collaborates with both macro and micro-influencers in India and key destination countries to drive preference for PTE.
Future Plans & Vision
Looking ahead, PTE aims to become the leading English language test provider for Indian aspirants. The company continues to innovate its marketing strategies, using tools like Google's Pmax for digital marketing and is considering future campaigns with Vicky Kaushal to further solidify its presence in the Indian market. While current investments are focused on digital channels, PTE remains open to exploring television advertising based on future audience engagement data.
