Data-driven, hyper-local outdoor campaign turns toppers into local icons across Uttar Pradesh and West Bengal.
India, August 19, 2025: Allen Online, the digital learning arm of Allen Career Institute Pvt. Ltd., has launched one of the most ambitious out-of-home (OOH) campaigns in the education sector, celebrating its JEE Advanced 2025 and NEET 2025 toppers across 40 cities in Uttar Pradesh and West Bengal.
The campaign, spanning 169 high-impact sites, transformed five top achievers into hometown icons. Billboards featured JEE toppers Chirag Singh (Uttar Pradesh), Aritro Rai (Kolkata), Arka Banerjee (West Bengal) and NEET toppers Tanmay Jagga (Uttar Pradesh) and Debarghya Bag (West Bengal), with their All India Ranks prominently displayed.
The messaging was sharply tailored for each market. In Uttar Pradesh, bold taglines like “No Tamasha, No Dramebaazi, Bas Results!” positioned Allen Online as the true leader in online learning. In West Bengal, bilingual English-Bangla messaging reinforced cultural relevance and trust, strengthening the brand’s regional connect.
Executed in two phases, the campaign first spotlighted JEE toppers across 13 cities and 72 sites, before expanding with the NEET leg across 27 cities and 97 sites. The campaign combined scale with strategy, ensuring maximum visibility in high-footfall, high-relevance areas.
Allen Online partnered with Laqshya Media Group for execution, leveraging its proprietary hyperlocal OOH measuring tool, SHARP (Strategic Hyperlocal AI-aided Reach Planner). SHARP mapped 414 competitor coaching centres using real-time geolocation, reviews, and traffic insights to pinpoint aspirant hotspots and intersections most frequented by students.
Despite challenges from the monsoon season — including weather-related delays and minor site damage — the campaign maintained momentum. The team even secured additional display inventory at no extra cost, expanding visibility without inflating budgets.
Commenting on the campaign, Bharat Bhushan Kedia, Senior Vice President, BD and CS, Laqshya Media Group, said: “Our strategy wasn’t about blanket visibility, but precision dominance. Every site was a deliberate strike, often within metres of rival brands. Strategy created impact; scale was the outcome.”
The campaign has drawn an overwhelming response from students, parents, and the public, reaffirming Allen Online’s leadership in the competitive test-prep space. More than a marketing initiative, the campaign set a new benchmark for hyper-localised, data-backed OOH campaigns, turning academic success into a source of public celebration and inspiration.