Noida,
June 26, 2025 : When was the last time a
jingle stuck in your head and actually helped you make a better decision?
College Vidya, India’s most trusted platform for comparing and selecting
UGC-approved online universities, is aiming to do just that with its latest
campaign “Ek se Badhkar Ek.”
Launched on World
Music Day, “Ek Se Badhkar Ek” is a bold pivot back to a format many marketers have
left behind. It is a musical hook with staying power, married to a serious
mission: to untangle the web of confusion students and parents face while
choosing an online university. “In a world where everyone’s
shouting, we decided to sing,” says Rashid Ali, Chief Marketing Officer
at College Vidya. “Most educational brands go straight for the head. We
want to speak to the heart too. And music, especially the jingle format is
emotional, catchy, and quintessentially Indian.”
Choosing what to
study, and where is a life-altering decision. Yet today’s students face a
barrage of information from all directions. In this overstimulated digital
world, they are often left confused and overwhelmed, struggling to identify
which course or university aligns with their aspirations and capabilities. On
top of that, access to quality education remains skewed toward the privileged
few. College Vidya is challenging this inequity. By offering access to 100+ verified
universities, it acts as a true educational mentor and counselor. The vision is
to ensure inclusivity in education, and empower students to make informed
choices based on their individual strengths, dreams, and realities.
At its heart, the
campaign is about trust. “We’re not selling universities, we’re selling clarity,”
says Rohit Gupta, Co-founder and COO of College Vidya. “And this campaign is
our lyrical love letter to every student wondering, ‘Who do I believe? What
should I choose?”
Across India,
learners are scrolling through endless options, watching conflicting university
ads, and drowning in a deluge of information. The result? No clarity. That’s
where College Vidya steps in, not with hard sells or flashy slogans, but with a
jingle that cuts through the noise and a platform that backs it up with intelligent
tools, expert counselling, and unbiased guidance. College Vidya’s platform
aggregates and filters options across UGC-approved universities based on
eligibility, fees, faculty quality, and student feedback. The “Ek Se Badhkar
Ek” campaign simplifies this value proposition into a foot-tapping narrative
where every beat points toward an informed choice.
In a market dominated by
AI-generated ads and celebrity endorsements, “Ek Se Badhkar Ek” leans into
cultural authenticity and retro recall. The campaign revives the musical ad
format that once made brands memorable from Nirma to Vicco and injects it into
the Gen Z context of career stress and digital overload.
The “Ek Se
Badhkar Ek” campaign uses satire and sound to mirror the mental clutter
that plagues modern students. At its core, the ad follows a relatable college
student navigating an environment flooded with noise - opinions from friends,
family WhatsApp groups, promotional messages, and influencers all pitching
different courses and colleges. The jingle, composed and written by Ravi
Ra and sung by Divya Kumar,
the duo known for their work on the popular series "Kota Factory",
emerges as a moment of clarity, a rhythmic compass guiding the protagonist
toward College Vidya’s platform, brought to life in collaboration with the
creative agency Dot Films,
which helmed the production. The campaign showcases how even in a chaotic
information age, a single, trusted voice can cut through the clutter and make
the process of educational decision-making joyful, not jarring.
From Spotify
playlists to auto-rickshaw hoods, the campaign spans digital and street-level
India. College Vidya’s jingle will make its debut not just on YouTube, but
through DJ influencers blending it into trending sets, bringing academic
decision-making to learners’ circuits across Delhi-NCR in an unexpected but
intuitive way. A key highlight: on-ground performances across Delhi Metro
stations by Ritik Kumar
and his troupe. With this, the brand steps out of the screen and onto the
street, literally meeting students where they are.
“Ek Se Badhkar Ek”
joins a rare league of Indian campaigns that put culture first, reminding the
industry that not all engagement needs to start with a click, sometimes, it
begins with a chorus. On a day that celebrates music’s power to unite, College
Vidya’s jingle invites India’s learners to find joy in choosing a university
that’s best suited for them and their needs.
Click here
to listen to the jingle and watch the DVC
About College Vidya: College
Vidya is India’s leading platform for searching, comparing and selecting
UGC-approved online education programmes. Founded in 2019 and originating from
the legacy of the Blackboard Education & Research Foundation (est. 1996),
the platform was created to bring transparency and trust to the online
education space. With a 4C framework: Compare, Counsel, Career, and Community,
College Vidya empowers learners to make informed academic choices aligned with
their goals. Furthermore, they not only offer plenty of options to compare, but
also support learners with expert one-on-one counselling sessions. These
sessions help students weigh their choices, clarify doubts, and align their
decisions with long-term career goals.
Headquartered
in Noida with a presence in Jaipur, the company has partnered with 100+ top
universities (Manipal University, UpGrad, Symbiosis (SCDL), IIM, and Jain
University) and has guided over 125,000 learners to the right programs. With
robust tech, a learner-first approach, and a rapidly growing team, College
Vidya is on a mission to democratize quality education and boost India’s gross
enrollment ratio.