Lovely Professional University’s online wing, LPU Online, has launched a campaign that puts the spotlight on a new kind of learner, one who’s juggling life, work, and ambition, and refuses to compromise on education. Developed in collaboration with creative agency Hashtag Orange, the campaign brings this reality to life through two brand films that challenge conventional ideas of what a college degree should look like.
The two films, Morning Chaos and Late for Class, draw from relatable student experiences - from the rush to stay on schedule, to the ongoing struggle of balancing personal responsibilities with academic demands.
“We’re speaking to learners who are doing it all - working, studying, caregiving and still pushing forward. This campaign is our way of saying that you don’t have to choose between quality and convenience. With LPU Online, you can have both,” said Ginni Nijhawan, Head of Wing, LPU Online.
“We didn’t want to exaggerate. The chaos you see in the films is the chaos students live through every day. However, instead of glorifying the struggle, we wanted to show there’s a better, more sustainable way to learn,” said Kimline D'Souza, Executive Creative Director, Hashtag Orange.
“Education isn’t one-size-fits-all anymore. We saw an opportunity to reframe online education as a forward-thinking choice for a generation that’s constantly evolving,” said Alka Vij, Co-Founder and Director at Hashtag Orange.
