MUMBAI, INDIA – Lovely Professional University’s digital learning platform, LPU Online, has partnered with creative agency Hashtag Orange to launch a groundbreaking new campaign that reframes how online education is perceived in today’s fast-paced, digitally driven world. Titled ‘Morning Chaos’ and ‘Late for Class’, the two brand films at the heart of the campaign capture the lived experiences of modern learners – individuals who balance professional responsibilities, personal obligations and academic ambitions without compromising on any front.
In a world where flexibility is no longer a luxury but a necessity, LPU Online presents itself as a forward-thinking solution designed to meet learners where they are. The campaign, developed by Hashtag Orange, is a strong step in expanding awareness for the platform’s flexible, fully accredited online degree programs. These offerings allow students to learn anytime, anywhere – transforming traditional barriers into opportunities.
“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.
Both films eschew polished, aspirational storytelling in favor of a grounded, authentic portrayal of students navigating daily chaos—from early morning scrambles to meet deadlines to stolen moments of study during commutes and breaks. Hashtag Orange aimed to reflect the real pace of student life in today’s hybrid world.
“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.
Set against the backdrop of ever-evolving expectations in education, the campaign takes a deliberately optimistic tone, reframing online learning as not just an alternative, but a credible, strategic choice for learners who demand both flexibility and excellence.
“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.
As the campaign rolls out across digital platforms, it aims to ignite a broader dialogue about how education should function in real life. For LPU Online, the message is clear: learning should adapt to your life, not the other way around.
