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News Work2021-04-21

Essence partners with Vedantu to launch Students Special Week on Kaun Banega Crorepati in India

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The COVID-19 lockdown in India transformed online education from being an option to an essential. For parents, choosing the right brand in the suddenly crowded and unfamiliar category became difficult.

In a world that is rapidly adapting to online education, Essence’s challenge was to help establish Vedantu as the most credible online education brand in the market.

In collaboration with Vedantu, Essence partnered with a trusted voice, Amitabh Bachchan, and launched Students Special Week on Kaun Banega Crorepati (KBC), a popular Hindi language television game show based on British programme Who Wants to Be a Millionaire?.

Throughout Students Special Week, KBC host Amitabh Bachchan talked about the importance of online education, Vedantu’s contribution to the category and the brand’s expertise in conversations with students on the show. Television ratings for the programme increased by 20% during that period.

As a result, Vedantu’s app downloads tripled. Attendees for its KBC VQuiz hosted on the app almost doubled, while attendees for its regular VQuiz increased by 5 times.