Integrated marketing agency Hashtag Orange has rolled out a distinctive brand-building initiative for Lovely Professional University (LPU) to bolster its college admissions campaign. Centred around a three-film series, the campaign is designed to engage Gen-Z audiences with a fun and quirky narrative that highlights LPU’s top-tier placements, global exposure, and academic strength.
The creative series, themed “Pros and Cons”, takes a humorous and relatable look at the lives of LPU alumni following high-profile placement offers. Through light-hearted storytelling and sharp humour, the trilogy aims to strike a chord with young aspirants exploring their higher education options.
Filmed entirely on the LPU campus in a single day, the production features a cast composed mainly of LPU students. This choice brings authenticity to the storytelling and enhances the university’s student-centric branding. Since release, each film has organically reached over 20 to 25 million viewers, showcasing LPU’s exceptional student success stories.
The campaign forms a core element of LPU’s broader Edu-Rev (Educational Revolution) initiative, led by Chancellor Dr. Ashok Kumar Mittal. This initiative embodies a progressive, student-first philosophy and aims to reshape the academic landscape by integrating experiential learning into the university’s curriculum.
Mukesh Vij, Founder of Hashtag Orange, shared his insights on the campaign:"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."
Echoing this vision, Gaurang Menon, Regional & Creative Head – West at Hashtag Orange, added:"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, Vice President of LPU, underlined the campaign’s relevance to the university’s mission: "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."
Through creative storytelling and strategic branding, Hashtag Orange has helped elevate LPU’s visibility, positioning it as a compelling choice for students seeking innovation, opportunity, and success.
