Campaign Name: Moneycontrol and UpGrad present ‘The Economy of Knowledge’ **

** WIP Title – title to be mutually decided.

Summary

The e-learning industry is on the rise and as per the Global Market Insights report, it will grow 8%
per year between 2020 and 2026. Under e-learning, the corporate MOOCs (Massive Open Online
Courses) are one of the emerging trends which will boost the market. Why? The answer lies in a
World Economic Forum's (WEF) 2020 survey that gives deep insights into the future of work. The
report states on average, 15% of a company's workforce is "at risk of disruption" between now and
2025, and about 6% of employees are expected to be "fully displaced." Companies are aware of the
fact that within the next five years, 44% of the skills required by their employees to perform their
roles effectively will radically change. Also, skill shortages are more acute in emerging professions
and leaders consistently cite difficulties when hiring for Data Analysts and Scientists, AI and Machine
Learning Specialists as well as Software and Application Developers, among other emerging roles. In
this view, many companies are trying to compensate for the skills gap by providing their employees
the necessary training, which is the best long-term investment you can make to accelerate the
economy of knowledge.

How UpGrad can help

UpGrad can help companies to upskill people within the organization through specialized courses
from top universities, which have become incredibly attractive. The online courses can empower
employees with tech knowledge, boost confidence, increase chances of growth, sharpen soft skills
and much more.

Objective:

To show decision-makers the importance and value of up-skilling their employees and how UpGrad
can help them through a wide range of programmes, courses, mentorship and much more that will
help employees gain knowledge and contribute more to the business.

Strategy:

Moneycontrol will host a microsite with the following elements:

1. Webinars
2. One-on-one interview with CEOs
3. Articles/Infographs
4. Case studies
5. Summit
6. Amplification

Implementation:

1. Webinars: The Genome of Being Purposeful

Moneycontrol will host webinars with CHROs of different organisations focussing on the role of
human resources, leveraging human capital, rise of e-learning, and much more. We will conduct one
webinar every month.

Topic suggestions:

- Deciphering the new role of CHROs—people before strategy

- Enabling e-learning to re-skill, upskill employees
- The relevancy of tech skills

2. Video series:

One-on-one interviews- Constantly Curious

This will be a series of 3 videos where CEOs will talk about their journeys about how education,
acquiring skills, etc., helped them in the careers, and shaped them as leaders of today and
tomorrow. The questions will be around how most of their success is attributed to them being clear
about what they want, but also being constantly curious about new things and avenues that can help
them better their craft (which is upskill), and how being constantly curious about ‘what more can I
learn’ and ‘how much more can I do’ has led to their success today.

3. Case studies

We will host case studies about how UpGrad helped certain businesses upskill their workforce. This
can include testimonials from CEOs. This will be hosted on the microsite.

4. Articles/Infographs

Moneycontrol will host articles about importance of Corporate MOOC, importance of employee
engagement, etc. We will also design infographs basis data shared by UpGrad and the recent survey
conducted by UpGrad and FICCI.

5. Summit:

This will be one-day Virtual Summit where we will invite CEOs and CHROs who will delve into the
importance of human capital, their well-being and innovative HR practices. The summit will be of
three hours:

The basic structure:

- Introduction and context setting by the anchor (5 minutes)

- Keynote address by NW18 leadership (10 minutes)
- Fireside chat with Ronnie Screwvala (20 minutes)
- Panel discussion 1 with CEOs (40 minutes)
- Session by Gaur Gopal Das (15 minutes)
- Panel discussion 2 with CHROs (40 minutes)
 - Session on importance of soft skills by UpGrad rep (15 minutes)
- Panel discussion 3 with a mix of CEOs and CHROs (40 minutes)
- Closing remarks (5-7 minutes)
- End of the Summit

DEMO on UpGrad’s courses:

We will have a DEMO resource centre for the users to engage with the course during the virtual
summit.

6. Amplification

- All the digital assets will be promoted on social media handles of Moneycontrol (Facebook,
Twitter and LinkedIn)
- The content will be amplified through fixed banners on the Moneycontrol website and post-
event articles.

Total Investment: 65 lacs + GST.