The Science of Education
The K-12 education system has undergone a radical transformation in the last two decades. International pedagogy, once the privilege of the elite, have become more ubiquitous in the Tier 1 metropolitan cities. The Tier 2 cities adhered to the traditional schooling system, founded during the colonial period. The Tier 2 cluster are largely brand agnostic, often resilient to change. The countrywide launch of 40 hybrid schools with a new pedagogy, all in Tier 2 cities, came with the expected challenge of brand salience. The brief was to create a campaign which while inducing trust, would also highlight the inclusivity of culture and rituals of the new education system. The film was for countrywide theatrical exhibition only (ads before the movie).
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Concept, direction and editing by Moon. Produced by Lateral Images.
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