Toppers shine in Allen Online’s OOH Campaign

When Allen Online, the digital learning arm of Allen Career Institute Pvt. Ltd., set out to celebrate its JEE Advanced 2025 and NEET 2025 toppers, the ambition went beyond putting up congratulatory banners. The brand made a statement of pride and leadership — proving that academic success could command the same attention as a blockbuster or a championship win. 

Over the past two months, that ambition took over the streets of Uttar Pradesh and West Bengal. From crowded markets to busy intersections, 169 high-impact OOH sites across 40 cities turned five young achievers into local icons. JEE toppers Chirag Singh from Uttar Pradesh, Aritro Rai from Kolkata, and Arka Banerjee from the rest of West Bengal, along with NEET toppers Tanmay Jagga from Uttar Pradesh and Debarghya Bag from West Bengal, smiled down from giant billboards, their All India Ranks emblazoned alongside bold campaign messages tailored for each market. 

In UP, the displays proclaimed: “No Tamasha, No Dramebaazi, Bas Results!” and “Online Padhai Ka Asli Leader”. In WB, the tone carried a local connect with English-Bangla messaging that reinforced Allen Online’s leadership and trust. The result was a campaign that felt personal, relevant, and unmissable. 

The campaign unfolded in two phases. The JEE Advanced celebration covered thirteen cities and seventy-two sites. The NEET leg expanded its reach to twenty-seven cities and ninety-seven locations. Together, they formed a tightly planned rollout that was as strategic as it was spectacular. 

Allen Online partnered with Laqshya Media Group, whose execution began with SHARP (Strategic Hyperlocal AI-aided Reach Planner). Using SHARP, the team mapped more than 414 competitor coaching centres down to their exact latitude and longitude. This data was layered with real-time insights from Google Business Pages, reviews, and map tracking to identify aspirant hotspots where visibility would be impossible to miss. 

Across the two states, the visual impact was undeniable. Towering hoardings and vibrant unipoles carried the toppers’ faces and ranks, turning everyday commutes into moments of inspiration. The streets carried a festive charge, with Allen Online’s unifying banner boldly proclaiming the vast scale of the campaign. 

Bharat Bhushan Kedia, Senior Vice President, BD and CS, Laqshya Media Group, said, “Our approach was never about blanket visibility — it was about precision dominance. We started by treating the market like a battlefield, mapping every competitor’s presence with SHARP. This gave us a live, data-backed view of where influence could be won — the aspirant hotspots, the approach roads to coaching hubs, and the intersections that every student crossed daily. From there, every site we picked was a deliberate strike, designed to keep Allen Online at the front of mind and in the line of sight, often within metres of rival brands. It was strategy, not scale, that made the difference; scale was simply the outcome.”