Mumbai: Asia’s higher ed-tech major upGrad has signed actor Amitabh Bachchan as its official brand ambassador. 

As a part of the partnership, the actor will be seen supporting upGrad’s brand value through endorsements and promotions of services offered by the edtech company, while emphasising the importance of life-long learning for progressive career growth. 

“We take responsible marketing very seriously, and in that respect, what better than having a personality like Amit ji’s that carries so much faith and respect,” said upGrad India CEO Arjun Mohan. “Our marketing strategies are at the core of evolving industry dynamics and therefore, keeping in mind the market sentiments and audience appeal, we have taken a conscious call, which is also aligned with upGrad’s brand value of having a celebrity that resonates credibility and shall have a lasting impact on our viewers. We are elated to have Amit ji on-board and drive future developments which in turn shall further solidify our ambition of positioning upGrad as a household name, wherever they say higher education.”

In line with upGrad’s overall marketing goals, the latest development will be followed by other events with each having a strong message addressing the higher-ed challenges that persist across the country, at large, according to the brand.

upGrad recently unveiled its marketing campaign #AssNahinAssetBano that captures the essence of what goes around the annual appraisal period in a corporate world to create urgency amid professionals who have parked upskilling for an indefinite period.