The campaign objective was to position the School as a complete international educational institution and brand that constantly strives to implement, innovate and align with the latest techniques and methods of education. The goal is also to position the school as one that preserves the traditional ways of learning, while focusing on a modern and pragmatic approach. The campaign also looks at how the school absorbs knowledge from around the world and imbibes this in its teaching models. Finally, to position it as a school that develops the intellectual, aesthetic, moral, physical, social and psychological potential of the students.

The strategy includes positioning the school as a thought leader in international education through the publication of authored articles, press releases on growth, expansion, achievements, awards and industry comments on latest trends in the education sector and image and reputation management. The strategy also includes building the school’s reputation and brand in the best publications that would enhance its profile and standing as a highly esteemed educational institution.