After BYJU’S announced that football star and global sports icon Lionel Leo Messi will be their first global brand ambassador of their social impact arm, 'Education For All,' the social media was abuzz with quick reactions.
Many questioned BYJU'S for hiring Messi, as the announcement came just days after it had announced retrenchments, while some opined the appointment might help lift the brand image of BYJU'S as Messi is liked by scores of children and the FIFA world cup was around the corner. A few experts with whom THE WEEK spoke to feel that hiring Messi might help BYJU'S make an impact on its brand which had recently taken a hit.
“Spending on a celebrity like Messi is oftentimes considered a bit out of whack for a brand that may not use a star of his calibre to best and optimal advantage. BYJU'S move will be questioned and riled on this count for sure. The reverse argument holds true though. If BYJU'S has a global ambition, it needs a global star. Footballers are passion makers for their fans. BYJU'S can reap the wind of this passion. Add to it the fact that FIFA fever has started, and BYJU'S just might have a point to make with Messi,” pointed out Harish Bijoor, Business and Brand-strategy expert and Founder, Harish Bijoor Consults Inc.
A few experts feel that while BYJU'S is experiencing a rough patch, involving celebrities such as Messi might help the brand in attracting more customers and in turn, increase its revenues. “Despite challenges, BYJU'S still has some aces up their sleeves, the recent funding event for instance. The focus on acquiring customers and revenues hinges on someone who has a considerable amount of pull, someone like Messi who has his own brand equity. If it clicks, there could be an incremental revenue lift, which is what BYJU'S needs the most at this point in time,” remarked Alok Shende, of Mumbai-based Ascentius Consulting.
Experts also point out that though marketing hypes are important, it is equally important for EdTech companies to focus on the value, innovation and transformation of their product and service offerings. “The technology articulation is key. The use of emerging technologies like Low code no Code in EdTech and DevTech is where the development and deployment can be delivered with ten times the value. Today, the world wants innovation and transformation, and this is the space where younglings can quickly learn and adopt these transformative technologies. Marketing hype is important for sales hyper-scale up, but linkages of how the product and service work with the underlying EdTech transformation is the key,” observed Sudin Baraokar, Global IT and Innovation Advisor.
