Background:
Beyond Odds Technologies, founded by former Unacademy COO Vivek Sinha, set out to empower India’s grey-collar workforce. Their first venture, Emversity, was envisioned as a learning experience provider specializing in vocational programs. With institutes and learning centres across key Indian cities, Emversity aimed to carve out a distinct niche in the educational landscape. To realize this vision, Beyond Odds Technologies collaborated with ABND to position Emversity as a premier provider of skill-based education in India.
Challenge:
ABND faced the challenge of reshaping the traditional perception of education as purely academic and dismantling the stereotypes surrounding vocational programs in India. The goal was to create a brand that resonated deeply with all stakeholders—students, educators, employers, and society—while standing out from conventional educational institutions.
Strategic Solution:
ABND was involved in building the Emversity brand from its inception. This included developing the brand essence, crafting its verbal and visual identity, and coining the brand name. The name ‘Emversity’ combines “Em” (symbolizing employment, empowerment, and empathy) with “versity” (inspired by university). This name encapsulates the brand’s mission: to empower individuals with meaningful careers, fostering respect, growth, and a brighter future.
Creative Concept:
The creative foundation of Emversity’s brand centered around the concept of ROI—not just as a financial return, but as a broader “Responsibility on Investment.” This idea emphasized Emversity’s unique proposition: offering students the opportunity to “earn while they learn” with a guaranteed 100% placement rate post-graduation. The brand aimed to transform vocational education into a respectable and appealing path, countering societal prejudices and making it accessible to a wider audience.
Emversity’s brand positioning, “Education that Earns,” perfectly captured this dual promise of financial return and respect. The brand identity features a ripple effect, symbolizing the far-reaching impact of taking one effective step today. It underscores how Emversity’s programs not only set students up for success but also positively influence the lives of their families and communities.
Outcome:
Through its innovative approach and strategic expansion, Emversity is now poised to make a significant impact on India’s higher education landscape. By aligning educational opportunities with industry needs and focusing on employability, Emversity stands out as a beacon of change in the vocational education sector. The brand ABND helped build is not just another educational institute—it’s a movement towards redefining the future of India’s grey-collar workforce.
