Blends empathy, humour, and real-life moments to connect with students and parents!
Mumbai: In a bold and creative move to resonate with the emotions surrounding CBSE board results, Orchids The International School launched a dynamic Instagram campaign that struck a chord with students and parents alike. The campaign ‘Beyond Marks’ honours and celebrates every emotion that the students experience during their board exam journey. The 7-reel series blends empathy with relatable humour and reinforces Orchids’ as a student-first, emotionally intelligent, and digitally savvy education brand.
The campaign aimed to acknowledge the rollercoaster of emotions—anticipation, anxiety, joy, and even humour—that accompanies every result season. The campaign focused on capturing the real, raw, and relatable side of results day, providing both a comforting touch and a light-hearted take for its audience.
Each reel showcased a slice of life from different vantage points:
· “Hugs and Blessings” featured where students approached strangers for hugs and blessings before their CBSE results, capturing raw and unexpectedly moving human reactions.(Watch here)
· “Student Tension Reel” captured the unmistakable anxiety students face before checking results (Watch here).
· Educator Debalina Ray’s takefeatured an inspiring message from educator and mentor Debalina Ray, reminding students that marks don’t define them—it’s their effort and growth that truly matter, offering reassurance and perspective ahead of the results. (Watch here).
· “Family During Result” humorously portrayed the typical Indian household on CBSE result day, where families are deep in prayer mode while the internet—ironically—chooses the worst moment to lag or crash. (Watch here).
· “Meme 1”humorously tackled the age-old struggle of trying to live up to the “Sharma ji ka Beta” standard, highlighting the familiar pressure to match up to an ideal that’s often just out of reach. (Watch here)
· “Meme 2” tapped into every student’s secret ritual: turning into an overnight religious expert before result day, blending humour with a universally relatable pre-exam superstition. (Watch here).
· “IPLxCBSE” cleverly compared students’ moods on result day to IPL teams—some hopeful like RCB, some calm like CSK, and others praying like SRH—capturing the diverse range of emotions students experience. (Watch here).
Speaking on the CBSE Results Campaign, Saurabh Jha, Vice President – Marketing, Orchids The International School, said, “We wanted to shift the narrative from just academic scores to the emotional journeys that students and families experience during board results season. The ‘Beyond Marks campaign’ was our way of saying to students that: we see you, we hear you, and we are right here with you—whether it’s tears, laughter, or celebration. The overwhelming engagement proves that authentic, empathetic communication always resonates.
Adding further, Saurabh said, “What’s crucial to remember is that before the results, children often ride an emotional rollercoaster. They may not express it openly, but subtle signs—being quieter than usual, irritable, restless at night, or constantly checking their phones—show us their inner anxiety. As parents, this is the time to lean in: talk to them, listen without judgement, and be the calm they can count on. Our message to parents is that during results time, children need their steady support more than ever.”
The campaign’s success underscores Orchids’ commitment to redefining school communication in the digital era, building deeper trust with its community, and going beyond the classroom.
#ResultsWithOrchids #CBSE2025 #OrchidsInternationalSchool #StudentLife #BoardResults #EducationMarketing
Explore the full campaign on Instagram: https://www.instagram.com/orchidsinternationalschool/
