Masters’ Union, the Gurgaon-based new age institution known for reshaping management education in India through its industry-driven, practitioner-led approach, has launched a bold new digital campaign with the tagline #BuildNotMemorize. This campaign marks the debut of their new ‘School of Emerging Technologies’ to challenge the status quo of engineering education in India. The motto of this campaign is to question the traditional reliance on cutoffs, ranks, and rote learning, advocating instead for a hands-on, tinkering and building approach to engineering.

The ad film, developed entirely in-house by the Masters’ Union creative team, follows a compelling narrative that juxtaposes childhood aspirations of building robots, rockets, and AI innovations against the harsh reality of an exam-driven education system. Using fast cuts, dynamic visuals, and an emotive script, the campaign repositions engineering as a discipline rooted in problem-solving and creativity rather than theoretical memorization.

This shift in perspective is reflected in the Masters’ Union School of Emerging Technologies’ first offering—a four-year Data Science & AI undergraduate programme with Illinois Institute of Technology (Illinois Tech). The optional 3+1 dual-degree pathway lets students complete three years at Masters’ Union’s Gurugram campus before a final year at Illinois Tech, Chicago, earning a B.S. in AI from a top-ranked U.S. institution for earnings potential and economic mobility (New York Times college ranking tool, 2023). With an acceptance rate of just 10%, the highly selective 120-seat programme requires a JEE Mains score and a video essay for admission.

“Our goal was to create more than just an ad. We wanted to start a movement,” said Pratham Mittal, Founder, Masters’ Union. “This campaign questions why engineering education has stayed the same for decades when the world around us has evolved so rapidly. With the launch of the School of Emerging Technologies, we’re inviting students, educators, and parents to rethink what engineering should truly be about.”

Masters’ Union has broken away from conventional education campaigns that usually focus on faculty, infrastructure, or placements. This campaign leans into powerful storytelling by adopting a high-energy, emotionally resonant digital-first strategy. The campaign has already sparked engagement across LinkedIn, Instagram, and YouTube, striking a chord with students, professionals, and industry leaders alike by tapping into nostalgia and frustration around the rigid academic system. With the #BuildNotMemorize movement and the Data Science & AI programme in partnership with Illinois Tech, Masters’ Union is redefining engineering education—moving from rote learning to real-world impact.