Aakash BYJU's
Beyond NEET - Full Exam Prep Positioning
How Garage Collective positioned Aakash BYJU's beyond NEET - comprehensive branding that made them the top choice for all competitive exam prep.
The Numbers That Matter
0Higher
Brand recall beyond NEET
0Top Choice
For JEE & competitive exams
0Strong
Word-of-mouth generated
0Leading
Position in exam prep solidified
The Challenge
Aakash BYJU's was synonymous with NEET preparation but struggled to expand perception beyond that single exam. The brand needed to position itself as a comprehensive competitive exam prep destination covering JEE, MHTCET, and other entrance exams. Additionally, they needed to normalize the concept of taking a one-year break (drop year) for competitive exam preparation - a decision that carries significant social stigma in Indian families.
^ the "houston, we have a problem" moment
Our Approach
^ step by step, no shortcuts
Diverse campaign strategy targeting specific needs throughout the academic year
Admission season campaigns, repeater-focused content, and ANTHE promotion
Inspirational content normalizing gap years as strategic tools for success
Region-specific campaigns (MHTCET for Maharashtra, state-level exams)
Year-round content calendar aligned with exam cycles and decision points
We implemented a year-round campaign strategy that addressed every stage of the student journey - from awareness during admission seasons, to encouragement during drop year decisions, to celebration during results. Each campaign spoke to a specific audience need rather than broadcasting generic brand messages. Regional campaigns in local languages connected with students beyond metros, while the 'drop year normalization' content became some of the most shared education content on Indian social media.
^ that's the big brain move
“Garage helped us own the conversation around competitive exam prep - not just NEET, but across the board. Their content strategy speaks directly to students and parents alike.”
Marketing Team
Aakash BYJU's
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More Proof We Know What We're Doing
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