Know the story behind “The Jet Airways crisis” Campaign from Ankush Oberoi

Ankush was never very good at studies but he was great at cricket and extracurricular activities. He use to help his father in his Photo & video editing work after school when he was in 10th.

Then he dropped out and joined his father’s business full time of video editing and fashion photography.

He later Co-founded LearnApp to make finance simple. At LearnApp he create an interesting video content on  Jet Airways Crisis.

Read on to know more about him and the story behind this campaign.

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1. Tell us about your life journey?

Coming from a middle-class family, I was told if I don’t get good grades in maths or science in school, I will never be able to make it in the real world. To be honest, I was never very good at studies but I was great at cricket and extracurricular activities.

I use to help my father in his Photo & video editing work after school when I was in 10th as he was going from a tough time in his business. I then dropped out of school in 11th and joined my father’s business full time of video editing and fashion photography.

I won’t lie, getting to shoot all those pretty women was a huge plus as a teenager. I never took formal training from any animation studios. I then started working in different companies only to find out I was not playing on my strengths of doing something visual and creative.

At the time the internet made learning things so much easier. All that I know today is from free online training videos so that is why I believe “ Imagination is more important than knowledge”

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2. Why did you decide to create a Video on “The Jet Airways crisis” for LearnApp?

The objective of LearnApp is to make finance simple. So, everyone who wants to learn how to invest and trade can learn it through a story format.

Jet airways were probably one of the most talked-about companies at the time and not many people understood, what really happened.

In fact,  it took us a lot of time to figure out what was the real problem behind this mess and we turned it into a beautiful story that everyone could understand.

Jet Airways were known to everyone, everyone’s first flight was probably Jet airways flight and people wanted to know what really happened. This is why we created the Jet Airways story.

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3. Please share the story behind this Video Marketing Campaign?

The objective of the story was to appeal to a mass audience, who did not understand how finance works. The entire mess behind Jet airways was a financing issue and not a business issue.

The business was fine, but it was not being run properly. To explain this in a non-financial manner, we targeted the bottom of the pyramid, the “aam aadmi”.

So we started with how the company started and where it went, mistakes it made on the way.

The challenge was to explain the financial part which is leverage, debt to equity are examples of technical things that people don’t understand but because we followed a storyline, we could explain what it was without using too many jargons.

As a result of this, Millenials loved the video and it became popular.

4. What is your major learning from this marketing campaign?

The takeaway is that we can make finance popular among the non-finance crowd that means, you can probably achieve anything if you put your heart and soul into the story.

The writing and the visual aspect of any video is 99% of what makes it work. You have probably seen a lot of movies which have been shot extremely well but don’t have a storyline and hence people hate them. 

You also might have seen many low budget films, which are not shot really well but the storyline is really good and I believe that until you don’t marry great writing with amazing visuals, you are really not telling a story.

I also feel, that most people understand only through storytelling, We hated lectures and monologues in college and school because it’s completely passive but when you hear a story, it becomes much more relatable.

Although in videos that we make, there is no actual hero, you can explain through the writing visuals the circumstance, challenge and how the protagonist cam over the obstacle or didn’t overcome it.

This story structure is what we follow through in all of our courses on LearnApp.

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5. What tips you would like to give to newbie video marketers for producing video content for his/ her startup?

It’s really difficult to make compelling video stories, so for newbie marketers, I would ask them to focus, just on questions.

The question you should ask is Why should I care? You should think in the 1st 10 seconds of the video, why should your viewer care about your video?

Start with something, where the viewer says, Wow! I never thought of that. For example, in Jet airways, our hook was, why did the king of sky die.

Even if it’s a marketing campaign, it shouldn’t feel like you are pushing a product.

Start with the question, follow with the story and then end it and connect with the beginning of the video. Also, you don’t need a big production house to make exemplary videos.

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