The non-profit enterprise edX is a major online open course provider and online learning platform, involving 30 leading global institutions. Founded by Massachusetts Institute of Technology and Harvard University, edX has more than three million users who take over 300 online courses. Ruder Finn India was hired to launch a six-month campaign to increase brand awareness, build reputation, popularize the concept of MOOC and drive course registrations. The campaign leveraged the thought leadership of edX’s CEO and engaged with education forums and groups catering to students. It focused on extensive online media outreach nationwide, leveraging vertical media to drive awareness and course registrations. At the end of the six-month program, edX saw a 5-10 percent increase in new registrations (benchmark: average 11,000 new monthly registrations over the previous six months). The campaign generated an average increase of 5,000 new registrations compared to pre-campaign registrations. It achieved high-impact coverage in target media outlets with wide visibility generated in online media platforms. Successful collaboration with PaGaLGuy.com, India's largest MBA resources website, resulting in ongoing promotion of courses to the online student community. Sixty-three percent of all coverage was driven by promotion of course-specific partner-focused initiatives.