Drive registrations for the INVICTUS eligibility test.
Establish INVICTUS as a premier, next-gen program for top IIT aspirants.
Target high-potential students and their parents through high-trust audio media.
Aakash Institute
Radio Plan for Invictus Exam 2025
01 –Overview
Client: Aakash Institute (Delhi/NCR)
Campaign Focus: INVICTUS – Elite AI-driven JEE Advanced Preparation
Duration: 4 Weeks (March 2024)
Media Partner: Radio City 91.1 FM
02 –Campaign Objectives
03 –Target Audience
Age Group:
14–40 years
Location:
Delhi/NCR
Psychographics:
with strong IIT aspirant base — Delhi/NCR
04 –Campaign Strategy
Messaging Theme: “Crack JEE with Precision”
Focused on personalization, AI-mentoring, and elite peer groups.
Emphasis on “India’s top 1% JEE aspirants deserve the Invictus Edge.”
Ad Formats:
20-second Jingle Ad: Inspiring, motivational tone with a CTA.
RJ Mentions: Local RJs discussing “the buzz” around Invictus test and student success stories.
Radio Formats Used:
RJ Mentions during prime-time slots (8.30–10.30 AM, 6–8PM)
20-second Radio Spots (20 times daily, 4 week)
05 –Campaign Results
| Metric | Impact |
| Registrations (2-week run) | 85,000+ test sign-ups |
| Cost per lead | ₹32 (vs ₹85 on digital) |
| Recall rate (post-campaign) | 72% aided recall in surveys |
| Center footfall increase | 2x demo attendance during campaign |
| Website traffic | 3.2x jump in “INVICTUS” page visits |
06 –Key Learnings
Voice-driven storytelling built credibility with parents.
Local RJ endorsements significantly lifted trust & relatability.
Combining emotional appeal + academic rigor resonated deeply with the target audience.
07 –Conclusion
The Mission INVICTUS radio campaign proved that even in the digital age, radio remains a high-impact channel for education brands aiming to build awareness and drive measurable leads—especially in households where parents are key decision-makers.
