MUMBAI: Integrated marketing agency Hashtag Orange has crafted a unique brand-building initiative for Lovely Professional University (LPU). Designed to elevate the university’s upcoming college admissions season, the campaign highlights top-tier placements, global opportunities, and a commitment to academic excellence. This film trilogy aims to grab Gen-Z’s attention by adopting a fun and quirky approach.
As part of this effort, Hashtag Orange has created a series of three films with a “Pros and Cons” theme. The trilogy takes a humorous look at the lives of LPU alumni after getting top placement offers. By blending simple storytelling with sharp humour, the campaign aimed to resonate with Gen-Z students.
Filmed entirely on the LPU campus in a single day, the campaign primarily features a cast of LPU students, ensuring authenticity in the brand’s messaging. The films have already garnered an organic reach of over 20-25 million each, spotlighting LPU’s unparalleled student success stories, particularly in placements. Hashtag Orange’s strategy effectively brings the university’s strengths to life, building trust among students, parents, and the wider audience.
This initiative is a key part of LPU’s Edu-Rev (Educational Revolution) campaign spearheaded by the university Chancellor, Dr. Ashok Kumar Mittal. It embodies a student-first mindset, integrating hands-on, experiential learning into the curriculum. This initiative aims to become a core academic pillar, cementing LPU’s status as a torchbearer for education transformation in India.
Mukesh Vij, Founder, Hashtag Orange, shared his thoughts on the collaboration, “This is more than a marketing effort; it’s about telling a story that truly connects with students and parents. Our goal was to create an engaging, relatable narrative that highlights the advantages of an LPU education in a way that feels fresh and exciting. We are thrilled to have brought this vision to life through our creative storytelling.”
Gaurang Menon, Regional & Creative Head – West, said, “The more you explore LPU, its campus and its fantastic placements, the more pleasantly surprising it gets. A progressive institution like this deserves an equally forward-thinking campaign geared towards admissions. With this series of films, we set out to break away from the usual clichés and create something quirky, fun, and truly memorable. We wanted to deliver something that resonates with young audiences and stays with them long after they have watched it.”
Dr. Aman Mittal, VP, Lovely Professional University, emphasized the significance of the collaboration, “At LPU, we are committed to equipping students with the skills and opportunities they need to thrive. The Edu-Revolution initiative reflects our student-first approach, and these films vividly capture that vision in an engaging and dynamic manner. Through this initiative and Hashtag Orange’s expertise, we aim to inspire prospective students while strengthening our reputation as a pioneer in higher education.”
