Data-led outdoor strategy across Uttar Pradesh and West Bengal turns young achievers into local icons
India, August 19, 2025: Allen Online, the digital learning arm of Allen Career Institute Pvt. Ltd., has executed a landmark out-of-home (OOH) campaign in association with Laqshya Media Group to celebrate its JEE Advanced 2025 and NEET 2025 toppers. Going beyond traditional congratulatory messaging, the initiative redefined academic success as a cultural moment worthy of the same spotlight as films and sporting triumphs.
The two-month campaign spanned 169 high-impact OOH sites across 40 cities in Uttar Pradesh and West Bengal, featuring JEE toppers Chirag Singh (Uttar Pradesh), Aritro Rai (Kolkata), and Arka Banerjee (West Bengal), along with NEET toppers Tanmay Jagga (Uttar Pradesh) and Debarghya Bag (West Bengal).
With market-specific messaging such as “No Tamasha, No Dramebaazi, Bas Results!” in Uttar Pradesh and English-Bangla slogans in West Bengal, the campaign resonated strongly at a hyper-local level. The rollout took place in two phases — JEE celebrations across 13 cities and 72 sites, followed by NEET coverage across 27 cities and 97 sites.
Execution was powered by Laqshya Media Group’s SHARP (Strategic Hyperlocal AI-aided Reach Planner) — India’s first hyperlocal OOH measuring tool. SHARP mapped over 414 competitor coaching centres with pinpoint accuracy using data from Google Maps, reviews, and real-time tracking, ensuring Allen Online’s visibility at key aspirant hotspots and high-traffic intersections near rival hubs.
Despite monsoon challenges, the team not only restored damaged sites swiftly but also secured free-of-cost additional inventory, amplifying the campaign’s scale without overshooting budgets.
Bharat Bhushan Kedia, Senior Vice President, BD and CS, Laqshya Media Group, said:
“Our approach was never about blanket visibility — it was about precision dominance. By mapping every competitor’s footprint with SHARP, we identified aspirant hotspots and deliberately chose sites that kept Allen Online top of mind, often within metres of rival brands. Strategy, not just scale, drove this campaign.”
The campaign’s impact was evident across both states as massive hoardings transformed cityscapes into celebratory zones, inspiring students and reaffirming Allen Online’s leadership in digital coaching for competitive exams. Industry watchers say it sets a new benchmark for data-driven, hyper-local, competitor-aware OOH campaigns in the education sector.
About Allen Career Institute Pvt. Ltd.
Allen Career Institute Pvt. Ltd., a pioneer in test preparation, has been shaping academic success for students across India since its inception. Through Allen Online, its digital learning arm, the institute leverages technology to deliver top-quality resources and mentorship for aspirants preparing for competitive exams like JEE, NEET, and beyond.