Mumbai: Tata Studi, a part of edtech company Tata ClassEdge, has awarded its brand and creative communications mandate to Mullen Lintas Mumbai following a multi-agency pitch. The agency will craft the creative strategy for the launch of Tata ClassEdge’s learning app, Tata Studi.

“With the accelerated boom that we’ve witnessed in edtech category, especially during the last two years, we are more than aware of the problems children have been facing porting to this new ‘Study-from-home’ culture," said Mullen Lintas CEO Hari Krishnan. "Most parents are perplexed about the role they must play when it comes to supporting and guiding their children with their studies and that is where Tata Studi comes in. With a scientifically developed platform, tools and modules, Tata Studi helps a child take control of their studies by helping them plan better.”

Tata Studi comes from Tata ClassEdge which has a presence in over 2,000 progressive schools across various states in India. While the focus of Tata ClassEdge was to enhance the art of teaching, Studi is founded on the science of learning – a highly effective learning method recommended by learning scientists, said the brand in a press release.

“Tata Studi is an education product based on principles of ‘Science of Learning.’ We want children to plan their studies and learn for understanding so that they can use their learning in real life," said Tata ClassEdge B2C chief Sachin Torne, commenting on partnering with Mullen Lintas. "Planning for any activity helps reduce pressure and it is true even for studying. Lintas impressed us with their knowledge of the edtech segment and their creativity in understanding our value proposition accurately. We welcome Mullen Lintas as our brand partners for Tata Studi.”