PiRuby`s Teaser Campaign in the Edtech Market Using Content Co-creation

PiRuby`s Teaser Campaign in the Edtech Market Using Content Co-creation
Case Code: MKTG452
Case Length: 7 Pages
Period: 2016
Pub Date: 2023
Teaching Note: Available
Price: Rs.300
Organization : PiRuby
Industry :Education
Countries : India
Themes: EdTech, New Product Development, Brand Development,Product Launch

PiRuby`s Teaser Campaign in the Edtech Market Using Content Co-creation
Abstract Case Intro 1 Case Intro 2 Excerpts


In today’s digital world, it is imperative for brands to have a presence across various media platforms. The most challenging part of being visible is using the appropriate and relevant brand content unique to the medium and the targeted audience. Hence, the cliché, content is king. At the same time, brands need to constantly remain fresh by creating content that is creative, appealing, relevant, and engaging. This becomes even more daunting for a new brand.

This case study is an armchair case and tries to address these issues based on the consulting experience of the author. The case describes the requirement by the co-founder Vinay of PiRuby to create a pre-launch teaser campaign for an ed-tech application that was still in the development phase. This case study describes the approach undertaken by Ira, who was part of a consulting firm, to design the pre-launch awareness campaign and execute it.

Through the case study, the author describes the design and execution plans of a content marketing campaign for a brand, PiRuby, in the Indian market. The highlight of the issue in the case is the co-creation strategy used for creating content as part of the teaser campaign.


The case is structured to achieve the following teaching objectives:

  • Describe the e-learning ecosystem in India and the various business models.
  • Examine how a startup can create a buzz around the new product
  • Explain the conceptualization and execution strategy to create pre-launch awareness


Education Landscape In India
Piruby Plans to Enter the Edtech Space
Launch of The Piruby App
Road Ahead


New Product Development; Product Launch; Teaser Campaign; Pre-launch Strategy; Entrepreneurship; Target Market; Positioning

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