Tutors Valley Music is a UK-based online music academy offering structured live classes in Hindustani Classical, Carnatic Music, Western Vocals, Piano, Guitar, Keyboard, and Music Theory. The academy serves students across the UK, India, the Middle East, Europe, and North America, with a focus on disciplined training, qualified instructors, and long-term musical development.

The objective of this campaign was to strengthen the academy’s brand presence in India and among the global Indian diaspora while increasing qualified international inquiries. Although the academy already had students worldwide, it required stronger brand authority and trust positioning in a competitive online music education market.

To address this, we developed a credibility-focused brand campaign supported by performance marketing. The campaign featured legendary playback singer Kumar Sanu to reinforce trust and classical music credibility. We also collaborated with well-known music composer Beny Ignatius to build contemporary relevance and partnered with Malayalam film personalities to expand regional visibility. The goal was not just visibility, but association with respected figures in the music industry.

Alongside the celebrity collaborations, we implemented a structured digital marketing system. This included audience research, targeted Meta ad campaigns, segmented messaging for parents and aspiring musicians, lead capture mechanisms, and retargeting campaigns to improve inquiry quality. The communication consistently positioned Tutors Valley Music as a structured, globally accessible academy rather than an informal online tutor platform.

As a result, the campaign improved brand recognition in key markets, strengthened trust among parents, and increased qualified inquiries from both India and international locations. The project demonstrates how strategic brand positioning combined with performance marketing can support the global expansion of an online education institution in a competitive niche.