MUMBAI: India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion of Diwali.

Taking this unique approach ahead, the campaign also plans to expand upon the company’s efforts to bring online education to the mainstream.

“Our festive campaign has been built on the insight of people looking to give more meaningful gifts this festive season. While traditional campaigns keep their communication purely discount led, betterU is trying to highlight the spirit of the Diwali by proposing an interesting alternative by shifting focus from the traditional gift choices to giving immaterial possessions.The campaign has been woven around the value in gifting education, which triggers a connection between the giver and the receiver,” said betterU CEO Bradley Loiselle.

The campaign, starting this weekend will revolve around the concept of education being the perfect present for a better future this Diwali. In line with the brand’s mission to present education as the unsurpassed gift, the campaign attempts to ask the audience why they think education would be a good gift and secondly, to tag the friends who would gift a course from the website. The chosen winners will be provided prizes in terms of discounts at the betterU website.