Mohan Babu University, Tirupathi

From a 30 year legacy to a landmark institution - how we enabled MBU’s brand metamorphosis

The Client

Mohan Babu University (MBU), Tirupati, AP

The Challenge

Embarking on a new future while honouring the roots of a legacy institution

Relationship

2021 - Till Date

Mohan Babu University, Tirupati, had a long history of over 3 decades as Sree Vidyanikethan Group of Institutions with more than 7 colleges. Its next step – transforming a group of institutions into a university of choice.

Our Challenge

When the renowned Sree Vidyanikethan Group envisioned its ambitious transformation into Mohan Babu University (MBU), they needed more than just a rebrand. They needed a strategic partner who could help them transition from a respected group of colleges into a unified, future-ready university brand of reckoning. Our challenge was threefold –

Elevate Awareness:

Announce the significant shift to Mohan Babu University, leveraging the strong goodwill of the Sree Vidyanikethan name and the influential image of its founder.

Forge a Unified Identity:

Craft a distinct yet cohesive brand identity for MBU, while ensuring each constituent college retained its individual character under the new umbrella.

Fuel Admissions Growth:

Capitalize on this monumental transition to attract and convert prospective students from India across diverse programs and campuses in Andhra Pradesh, India.

Our Solution
A 360° Education Brand Transformation

Insight-Driven Brand Strategy

We began with a complete brand and perception audit which guided our education brand positioning: a bold, modern university rooted in legacy but future-facing in curriculum, infrastructure, and outlook.

Strategic Brand Architecture

We built a clear, scalable brand identity system - visually and verbally with each college balancing its individuality as well as unity under the MBU umbrella brand.

Multi-Channel Marketing Roadmap

We crafted a year-long admissions and awareness plan -including digital and print campaigns designed to build trust, spark conversation, and convert leads. We aligned every campaign to the academic calendar and student decision journey.

Tactical & Digital Campaigns

We launched dynamic digital campaigns that showcased the vibrant campus life, modern infrastructure, and 30-year legacy of placements and rankings. Through on-ground video shoots and authentic storytelling, we highlighted the MBU advantage.

Consistent Content & UGC Generation

We drove consistent content creation across channels and encouraged user-generated content (UGC), fostering community engagement and amplifying the MBU story.

Performance + Community-Driven Digital Strategy

From Meta ads to SEO landing pages and YouTube storytelling, we combined high-performing content with deep audience targeting. Alongside, we activated student and alumni voices, building an organic brand community that advocated for MBU.

THE ORCOMMed IMPACT
A Seamless Transition with Lasting Results

Our strategic and creative partnership with Mohan Babu University with our data-driven, insight-led approach, transformed Mohan Babu University’s brand presence, crafting a unified identity that resonated with its legacy while establishing a fresh narrative for the future. The project not only delivered tangible business results but also set a new benchmark for transitioning educational brands in India.

EXCEEDING EXPECTIONS
And some industry standards too.

2.4% lead-to-conversion rate - well above the education industry average

12 months of top digital engagement among universities in Andhra Pradesh

A successful transition to a unified brand with high awareness and trust

Increased admission inquiries across all programs

Today, Mohan Babu University stands tall as a new yet familiar name in higher education - trusted by parents, respected by students, and rooted in a legacy of excellence.