Required Assignment 6.

1
How an Online Video Empowers People to Take Action
Mohit Jain
Suggested time: 90 mins
Assignment instructions
Read the article before attempting this assignment:

Your submission should include:

1. A brand/product you are associated with.

2. Four points from the article that are relevant to the brand/product you are associated
with.

Note: This is a required assignment and counts towards your programme completion.

1. Brand/ Product I am associated with.

I am associated with an online teaching platform called YOURACHARYA. Following are its
features -
1. The platform provides one-on-one personal classes/tuitions to students.
2. The classes are conducted live on a video conference.
3. The platform is designed for students from classes 10th to 12th, aspirants of various
competitive exams and people in need of personality development classes.
Conclusively, the brand provides personal educational classes online for a number of
subjects.

2. Four points from the article that are relevant to the brand.
(i) - People watch online videos to learn new skills and pursue passions
1. In today’s modern world, knowledge is just one click away. Any person can surf the
internet and find the information they need. One such place of information is YouTube
where people can browse recorded classes and tutorials for a plethora of subjects.
2. The video content on Youtube includes everything from 10th-12th CBSE curriculum
classes to English learning content to Tips and tricks for competitive exams.
(ii) - Videos can jump start action
1. Most of the content that is available on YouTube is prerecorded. If a person wants live
classes, where the tutor can solve his/her doubts also, then he might not get such
facility on YouTube.
2. YOURACHARYA tries to tap these potential customers with their video ads. The Ad
shown on youtube initiates action in following ways -
 a. People who might not be aware of the brand, now know about the facilities
they can receive from this platform
b. People can click the ad link and come to the landing page of YourAcharya.com
to find about the various subjects available and prices for different courses.
c. Since, the video ad also contains contact details, any person can contact the
company for asking any query or conducting business.
d. People might also search for any other brands that are providing similar
facilities.
e. The Ad shows that first demo class is free. People might be influenced to take
the chance and sit in the demo class for experiencing the facility themselves.
(iii) - Videos empowers people at every stage of their journey - even at the point of
purchase
1. The Ad for YOURACHARYA contains several testimonials. These help the customers
to gain trust in the brand.
2. There are several videos present on the official website of the brand which empowers
the customers by explaining to them the following -
a. How the courses work. How the curriculum is designed. This help the
customers to identify whether the course is suitable for them or not.
b. Details of partner educational sites. People can watch these content to learn
about various online content that they can gain access to, that will accompany
the youracharya curriculum.
(iv) - Though people might not always watch a video with the intention of buying,
they’re open to discovery
1. People are open to discovery. Though they might not be interested in any purchase,
brand discovery helps people in following ways-
a. A person might not be in need of the brand immediately. But once, he
discovers the brand, he can keep its USPs in mind to buy its services
whenever he needs them in the future.
b. People who have discovered the brand might recommend it to others who are
in need of such services. In this way people are promoting the brand via word
of mouth.