Strategy + Digital


In 2018, FTII - India’s first and most premier film education institute - conducted its entrance exam online, in line with government’s efforts towards digitization. But it witnessed low participation. In 2019, as FTII got ready for the second edition of online Joint Entrance Test (JET), they wanted three categorical improvements: more students registering for JET, enrolment of more female students and more applicants from J&K and north-eastern states.

  • Social Media
  • Digital Marketing
  • 27.96 M
  • 498
  • 171

We designed a targeted digital marketing outreach campaign, which identified digital touchpoints to reach out to this expected student profile. The communication was built around the famous alumni of FTII, which helped give the aspirants a sense of pride and aspiration. The result was 17% higher female student enrolments and a multi-fold spike in overall student registration.

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