New Delhi: Masters’ Union, the Gurgaon-based institution known for its industry-driven and practitioner-led approach to management education, has launched a bold new digital campaign titled #BuildNotMemorize. This campaign challenges the status quo of India’s traditional engineering education system, marking Masters’ Union’s foray into engineering education with the launch of its School of Emerging Technologies.
Through #BuildNotMemorize, Masters’ Union is taking a stand against the country’s deep-rooted exam-oriented, rank-obsessed learning culture. Instead, the campaign advocates for an experiential, hands-on, and innovation-driven approach to engineering, focusing on problem-solving and creativity rather than rote memorization.
Conceptualized and produced in-house by Masters’ Union’s creative team, the ad film uses powerful storytelling, fast cuts, dynamic visuals, and an emotionally charged script to contrast the aspirations of young innovators—who dream of building robots, rockets, and AI breakthroughs—against the harsh reality of an exam-driven education system. The campaign has already sparked conversations across LinkedIn, Instagram, and YouTube, resonating with students, professionals, and industry leaders alike.
Pratham Mittal, Founder, Masters’ Union, explained the vision behind the campaign, “Our goal was to create more than just an ad. We wanted to start a movement. This campaign questions why engineering education has remained the same for decades while the world around us has evolved so rapidly. With the launch of the School of Emerging Technologies, we’re inviting students, educators, and parents to rethink what engineering should truly be about.”
The Masters’ Union School of Emerging Technologies launches with its first offering: a four-year undergraduate programme in Data Science & AI, in collaboration with Illinois Institute of Technology (Illinois Tech).
Key highlights of the programme:
* 3+1 Dual-Degree Pathway – Students spend three years at Masters’ Union (Gurugram) and a final year at Illinois Tech (Chicago), earning a B.S. in AI from a top-ranked U.S. institution (New York Times college ranking tool, 2023).
* Highly Selective Admissions – With an acceptance rate of just 10%, the programme requires a JEE Mains score and a video essay for admission.
* Industry-Aligned Curriculum – The programme focuses on real-world impact, preparing students for careers in AI, data science, and emerging technologies.
Unlike traditional institutions that emphasize faculty, infrastructure, or placements, Masters’ Union’s campaign takes a high-energy, emotionally resonant, digital-first strategy to challenge outdated academic norms.
