Launching India's first Creator Economy degree.
Worked directly with the Dean and Director of K.R. Mangalam University to reposition a traditional mass communication program into a degree built for the creator economy.
6 Months of Building
The Challenge
Students were changing.
Universities weren't.
Traditional university marketing relied on scripted ads, generic placements and polished campaigns that looked good but felt disconnected from reality.
Students weren't looking for another degree.
They were looking for careers that matched the future they wanted to build.
The challenge wasn't launching a new course.
It was making both students and parents believe that the Creator Economy could become a serious career.
Students don't choose degrees.
They choose the future they can imagine after graduation.
Instead of marketing the curriculum, we decided to market the people students could become.
Positioning
Repositioned a traditional Mass Communication degree into one built for the Creator Economy.
Building Belief Through Stories
Instead of hiring actors, we made real students the face of the brand.
Created founder-style stories showcasing:
- Student Startups
- Creative Careers
- AI Projects
- Industry Internships
- Creator Journeys
These stories became the foundation for content, paid campaigns and admissions marketing.
Reach
Beyond Marketing
The launch wasn't limited to content.
Built a complete admissions support system around the new positioning.
What We Built
- Website Copy & Information Architecture
- Sales Enablement Material
- Parent Communication Framework
- Podcast-style Educational Content
- Creator Collaborations
- Offline Creator Event
- Admissions Messaging
Enabling the Sales Team
Launching a new category meant answering questions nobody had answered before.
Worked with the admissions team to build messaging for both students and parents.
Focused on
- Career Opportunities
- Industry Demand
- Creator Economy Growth
- Parent Objections
- Student Decision Journey
Business Impact
Brand
- India's First Creator Economy Degree
- University-wide Repositioning
Reach
- 700K+ Content Views
- Student Stories
- Creator Collaborations
- Podcast Content
Systems Built
- Brand Positioning
- Website Strategy
- Student Story Framework
- Sales Enablement
- Admissions Messaging
- Creator Partnership Strategy
Universities often market degrees.
We chose to market the lives students could build because of them.
When students saw people like themselves building startups, joining AI companies and creating careers, the degree finally started making sense.
Skills Used
Strategy
- Brand Positioning
- Category Creation
- Go-to-Market Strategy
- Consumer Research
Marketing
- Product Marketing
- Content Strategy
- Storytelling & Copywriting
- Admissions Marketing
Growth
- Sales Enablement
- Community Building
- Creator Partnerships
- Campaign Strategy
Execution
- Website Strategy
- Information Architecture
- Creative Direction
- Event Marketing
- Video Scripting
Tools Used
Strategy & Planning
- Notion
- Miro
- Google Docs Google Workspace
Content & Design
- Canva
- Figma
- YouTube Studio
Collaboration
- Google Meet
- Zoom