Motivator, a specialized agency under GroupM that handles “emerging brands,” has joined forces with IDP to launch an innovative campaign called #IELTSmakesitpossible. The primary objective of this campaign is to dispel the misconception that the International English Language Testing System (IELTS) is a daunting and challenging exam while establishing it as the most preferred and reliable test for English proficiency.
Piyush Kumar, the regional director for South Asia and Mauritius at IDP Education, expressed his excitement about the campaign, stating that they were thrilled to release the new IELTS brand film, which resonates with the lifelong dreams of test takers to move abroad and their determination to achieve those dreams. The film tells the story of a girl who has aspired to study overseas since childhood and how IELTS helped her fulfil this dream. They hope the film will inspire others to take the test and pursue their goals of moving abroad.
Mausumi Kar, the Managing Director of Motivator, emphasized the transformative power of campaigns that leave a lasting impact. With the #IELTSmakesitpossible campaign, curated for IDP Education’s IELTS test, they aimed to debunk myths surrounding English proficiency testing and motivate aspirants to pursue their dreams of going abroad. By employing heartfelt storytelling and highlighting the strong foundation that IELTS provides, the campaign establishes IELTS as the preferred choice and contributes to the entire industry.
The distinguishing feature of the #IELTSmakesitpossible campaign is its compelling storytelling, captivating audiences with the tale of a young girl who has nurtured a lifelong aspiration to study overseas. This inspirational narrative depicts her transformative journey and demonstrates how IELTS empowered her to turn her dream into reality. Through this unique approach, the campaign aims to instil a sense of possibility in every aspiring test taker, compelling them to seize the opportunities that await them abroad.
Dheeraj Kumar, the National Creative Director at Motivator – India, highlighted the campaign’s aim to dispel the myth that IELTS is a daunting examination and emphasized its capacity to open doors and create life-changing opportunities. Through the power of passionate storytelling, the campaign seeks to inspire individuals worldwide to pursue their dreams, take the IELTS test, and unlock their true potential.
The film showcases the remarkable achievements of individuals who have overcome barriers and thrived in their international endeavours, serving as a testament to the potential of every test taker.
Aman Kochhar, the Managing Partner at Motivator, expressed excitement about partnering with IDP to launch the #IELTSmakesitpossible campaign, which aims to inspire and empower individuals worldwide to pursue their dreams of studying abroad. Through an insight-led creative approach and heartfelt storytelling, they hope to showcase the transformative power of IELTS and the opportunities it can create for aspiring students.
