Mumbai: Glendale International School, part of the Global Schools Group, has appointed Gozoop Creative as its social media agency on record, marking the partnership with the launch of a new digital campaign centred around a thought-provoking social experiment.
Titled The Habits, the campaign underscores Glendale’s differentiated learning philosophy, where habit-building is integrated into everyday education through the Leader In Me programme. Inspired by The 7 Habits of Highly Effective People by Stephen Covey, the programme focuses on instilling key behaviours such as initiative, collaboration, prioritisation, continuous improvement, and active listening among students.
The campaign brings this philosophy to life through a simple yet impactful social experiment. Parents and students were asked the same question: “What are children learning well in school?” While parents largely highlighted marks, subjects, and academic performance, students spoke about everyday behaviours like being proactive, collaborating with peers, improving through practice, and listening with intent.
This contrast reveals a deeper insight: while education is often measured through academic scores, it is habits that ultimately shape long-term outcomes in the real world.
Conceptualised by Gozoop Creative, the campaign film captures these unscripted responses to present an authentic and relatable narrative, shifting the focus from what children learn to how they learn.
Commenting on the campaign, Atul Temurnikar, Chairman of Global Schools Group, said, “This initiative reflects a shift from focusing only on performance to understanding student development more holistically. By embedding habit-building into everyday learning, we are helping students build capabilities that extend far beyond the classroom.”
Sharing the creative perspective, Amyn Ghadiali, Country Head, Gozoop Creative, added, “What parents measure and what children actually learn are often miles apart. That gap? It’s not theoretical, it plays out every single day in the smallest habits we overlook. We didn’t script this. No cues, no corrections – just real children, real behaviour, and an unfiltered look at what truly shapes them. And what emerged is uncomfortable but undeniable: marks don’t build futures, habits do. Life readiness isn’t a report card outcome, it’s a daily practice.”
The campaign has been rolled out across YouTube, Instagram, Facebook, and LinkedIn, aiming to spark a broader conversation around redefining success in education.
With this initiative, Glendale International School reinforces its belief that while academic performance remains important, it is the development of habits that ultimately drives meaningful, long-term success.
