Mumbai: Parents undergo immense stress while preparing their kids for school and often end up putting their children under undue pressure. It is this thought, that drives Tata Studi’s new campaign, which conveys the message, that true success depends on effective planning and not undue pressure.

The campaign ‘Padhne Ka Sahi Tareeka’ conceptualised and executed by Mullen India, focuses on the correct way to learn by planning one’s studies efficiently. It is based on insights drawn from how invested parents are in the studies of their children. Through a series of films, the campaign conveys the point that planning their studies will help students to be better prepared, avoid anxiety and perform well in their exams.

“The category is flooded with multiple brands, so the idea was to create clutter-breaking work that's also insightful and relevant to parents and students. The insight into how parents put pressure on children unknowingly, especially during exams gave us an opportunity to tell stories that parents can connect to. The idea – ‘Pressure Nahi, Plan’ - also puts the key differentiator benefit of Tata Studi, which is to plan one’s studies to reduce last-minute exam stress, right at the centre of the campaign,” said Mullen Lintas chief creative officers Azazul Haque & Garima Khandelwal.

First introduced in early 2021, Tata Studi is an after-school learning app designed around the principles of Science of Learning – a multidisciplinary approach that combines research from neuroscience, psychology, and cognitive science.

Tata ClassEdge chief B2C Sachin Torne said, “We want children to plan their studies and learn for understanding so that they can use their learning in real life. Planning for any activity helps reduce pressure and it is true even for studying. Through Tata Studi, we want to inculcate good learning habits in students. Once the child learns how to learn, it’s a skill that will stay with them for life.”