College Vidya launches 'Ek Se Badhkar Ek' campaign to simplify course selection

College Vidya has launched a new campaign, “Ek se Badhkar Ek,” to promote its platform for comparing and selecting UGC-approved online universities.

“Ek Se Badhkar Ek” is a bold pivot back to a format many marketers have left behind. It is a musical hook with staying power, married to a serious mission: to untangle the web of confusion students and parents face while choosing an online university. “In a world where everyone’s shouting, we decided to sing,” says Rashid Ali, chief marketing officer at College Vidya. “Most educational brands go straight for the head. We want to speak to the heart too. And music, especially the jingle format is emotional, catchy, and quintessentially Indian.”

Students today face an overload of information when choosing courses and universities, often leading to confusion. Access to quality education also remains limited for many. College Vidya aims to address this by providing access to over 100 verified universities, helping students make informed decisions based on their goals and abilities.

At its heart, the campaign is about trust. “We’re not selling universities, we’re selling clarity,” says Rohit Gupta, co-founder and COO of College Vidya. “And this campaign is our lyrical love letter to every student wondering, ‘Who do I believe? What should I choose?”

Across India, learners are scrolling through endless options, watching conflicting university ads, and drowning in a deluge of information. The result? No clarity. That’s where College Vidya steps in, not with hard sells or flashy slogans, but with a jingle that cuts through the noise and a platform that backs it up with intelligent tools, expert counselling, and unbiased guidance. College Vidya’s platform aggregates and filters options across UGC-approved universities based on eligibility, fees, faculty quality, and student feedback. The “Ek Se Badhkar Ek” campaign simplifies this value proposition into a foot-tapping narrative where every beat points toward an informed choice.

In a market dominated by AI-generated ads and celebrity endorsements, “Ek Se Badhkar Ek” leans into cultural authenticity and retro recall. The campaign revives the musical ad format that once made brands memorable from Nirma to Vicco and injects it into the Gen Z context of career stress and digital overload.

The “Ek Se Badhkar Ek” campaign uses satire and sound to highlight the confusion students face when choosing courses and colleges. The ad features a college student surrounded by conflicting advice from friends, family, messages, and influencers. A jingle, composed by Ravi Ra and sung by Divya Kumar—known for their work on "Kota Factory"—serves as a clear message pointing the student toward College Vidya. The campaign was produced by Dot Films and shows how a reliable platform can help simplify educational choices.

The campaign will run across digital platforms and on-ground locations, including Spotify playlists and auto-rickshaw ads. The jingle will be promoted on YouTube and by DJ influencers mixing it into live sets across Delhi-NCR. The campaign will also include performances at Delhi Metro stations by Ritik Kumar and his team, aiming to reach students directly in public spaces.

“Ek Se Badhkar Ek” joins a rare league of Indian campaigns that put culture first, reminding the industry that not all engagement needs to start with a click, sometimes, it begins with a chorus. On a day that celebrates music’s power to unite, College Vidya’s jingle invites India’s learners to find joy in choosing a university that’s best suited for them and their needs.