The brief
The CM Schools of Excellence are government schools in Jharkhand built to offer a CBSE education with modern facilities. For them to succeed, parents had to believe a government school could match a private one. Students had to want a seat.
The Jharkhand Education Project Council needed films that showed these schools as they really are. The films had to work for parents in villages and towns, and for officials and partners.
Our approach
A single film would have had to rush through everything. Instead we made a series of four short films. Each one focuses on one reason a family might choose the school. Students, not presenters, are at the centre of every film.
We filmed real students in their own classrooms, labs, and sports grounds. Nothing was staged on a set. That mattered, because the audience needed proof that these facilities exist in government schools today, not a promise of what they might look like one day. Natural moments, such as a smile at a computer or a cheer on the track, did more than any voice-over could.
Sports
The sports film follows students training and competing, and ends with a girls' team celebrating with a trophy and medals in a stadium. It shows that the schools take sport as seriously as study.
CBSE
The CBSE film explains the curriculum and the classrooms that support it. Its key image is a student working confidently in a computer lab. For many families, a CBSE school with computers was the biggest change of all.
Science Lab
The science lab film shows students learning through experiments and models, not just textbooks. It turns a list of facilities into something a parent can picture their child doing.
Vocational Courses
The vocational film covers the skills courses that prepare students for work. It answers a practical question every parent asks: what will my child be able to do after school?
A matching identity
Alongside the films, we designed the CM School of Excellence logo, so the schools had one visual identity across signage, print, and video.
The results
The four films were released in April 2023 and are still used to introduce the schools. The CBSE film has passed 11,000 views, the most watched of the series. The science lab, vocational, and sports films each continue to be shared with parents and partners.
The series also continued a longer relationship. In 2021 we produced an earlier JEPC film with UNICEF on inclusive school guidelines.
Why a short film series works
A good school promotional video does not list facilities. It shows a child using them. Splitting the story into short films kept each one focused. It also gave the client a clip for every conversation, whether about sport, science, or careers.
The same approach works for colleges, universities, and training institutes. Our documentary team films the people, and our e-learning content team builds learning material around them. If you need a school promotional video, talk to us about your school and the families you want to reach.
