Mumbai, 17th July 2025: Lovely Professional University’s online wing, LPU Online, has launched a fresh campaign that puts the spotlight on a new kind of learner, one who’s juggling life, work, and ambition, and refuses to compromise on education. Developed in collaboration with creative agency Hashtag Orange, the campaign brings this reality to life through two thought-provoking brand films that challenge conventional ideas of what a college degree should look like.
Expanding LPU’s on-campus presence, this campaign marks a significant step in building awareness for LPU Online – a platform designed for today’s pace and pressures. With flexible, fully online programmes and strong academic backing, LPU Online offers the same credible degree but with the freedom to learn anytime, anywhere.
The two films, ‘Morning Chaos’ and ‘Late for Class’, draw from relatable student experiences – from the frantic rush to stay on schedule, to the ongoing struggle of balancing personal responsibilities with academic demands. These narratives, while rooted in everyday challenges, culminate in a refreshing insight: with LPU Online, flexible learning makes it easier to navigate it all.
“We’re speaking to learners who are doing it all – working, studying, caregiving and still pushing forward. This campaign is our way of saying that you don’t have to choose between quality and convenience. With LPU Online, you can have both,” said Ginni Nijhawan, Head of Wing, LPU Online.
Hashtag Orange leaned into authentic storytelling, capturing the pressure and pace that so many students live with today.
“We didn’t want to exaggerate. The chaos you see in the films is the chaos students live through every day. However, instead of glorifying the struggle, we wanted to show there’s a better, more sustainable way to learn,” said Kimline D’Souza, Executive Creative Director, Hashtag Orange.
The tone of the campaign is modern and optimistic, but with a clear purpose to shift perceptions around online learning – from something secondary to something smart, relevant, and credible.
“Education isn’t one-size-fits-all anymore. We saw an opportunity to reframe online education as a forward-thinking choice for a generation that’s constantly evolving,” said Alka Vij, Co-Founder and Director at Hashtag Orange.
With this campaign, LPU Online makes a clear statement that learning should adapt to your life, not the other way around. The films are now live across digital platforms and serve as the starting point of a larger push to reimagine how education fits into the real world.
