Chapter 01
§1Brand guidelines — do's & don'ts
The rules that apply to every campus, every post, every platform. Compliance is not optional — every page carries the Jaipuria name.
1.1
The ten non-negotiables
Ten rules with no exceptions. Every campus social owner signs off on these during onboarding. Break one and posting rights move back to Group Marketing until remediated (see §9.4).
Use only official logo files
Group Marketing supplies them. Recreated or stretched logos destroy brand equity.
Page name format
Seth M.R. Jaipuria School, [City] — exactly. Needed for search, disambiguation and verification.
Never post name + class + face
Never publish a child's full name, class and photo together. Any two is the maximum.
Consent on file first
Signed media-consent per child, per academic year, before they appear on camera. Legal (DPDP Act 2023).
No competitor comparisons
Ever. Legal risk plus reputational damage — especially given the two-Jaipuria confusion.
No political or communal commentary
Neutrality is non-negotiable for an education brand. Includes background of photos.
No 'No.1' or 'Best' without citation
ASCI and Meta ad policy. Always attribute rankings to their source.
Results only in Group format
Never raw lists with roll numbers or marks. Consistency and privacy in one.
4-hour SLA on admission enquiries
An enquiry is a lead. Delay is lost revenue. Working hours only, auto-reply after.
Never delete a negative comment
Hide or respond per §7. Deletion escalates. Response defuses.
1.2 & 1.3
Do's and don'ts
Brand & identity
- ✓Use the approved logo lockup with clear space equal to the height of the 'J'.
- ✓Keep the logo in the same corner position across a campaign.
- ✓Use Group-supplied colour and font files only.
- ✓Include your campus name in every profile bio and cover image.
- ✕Recreate the logo in Canva, PowerPoint or by tracing.
- ✕Stretch, skew, rotate, recolour, or add shadows/outlines/gradients to the logo.
- ✕Place the logo on a busy photograph without the approved scrim.
- ✕Create a new tagline — Group Marketing owns the one and only.
- ✕Use fonts outside the approved stack, including 'close enough' Google Fonts.
- ✕Add clip art, sparkle effects, WordArt or decorative borders.
Content
- ✓Lead with students — learning, doing, creating. Real classrooms beat stock every time.
- ✓Shoot vertical (9:16) by default — ~4 in 5 Meta impressions are mobile-vertical.
- ✓Post consistently. Three good posts a week beats ten in a day and silence for a fortnight.
- ✓Credit the teacher or coordinator when featuring their initiative.
- ✓Use natural light. A well-lit phone photo beats a badly-lit DSLR shot.
- ✓Caption in English first; add Hindi where the local audience skews vernacular.
- ✓Use the Group's approved hashtag set on every post.
- ✕Post low-res, blurry, or heavily-compressed images. If it looks bad on your phone…
- ✕Post screenshots of screenshots or WhatsApp-forwarded images (recompressed to mush).
- ✕Use watermarked stock or Google Images results — Meta will action copyright.
- ✕Repost TikTok- or other-platform-watermarked video — Meta 2026 demotes recycled content.
- ✕Post more than 2 photos of the same event on the same day — carousel them.
- ✕Post 'Happy [Festival]' template graphics with no campus content.
- ✕Post exam-result screenshots showing roll numbers, marks or contact details.
Community & conduct
- ✓Keep signed media-consent forms for every child shown, filed by academic year.
- ✓Check the consent register before every post featuring identifiable students.
- ✓Escalate anything sensitive to Group Marketing before posting, not after.
- ✕Argue with a parent in comments — take it to DM within two replies.
- ✕Post a photo of a child in distress or in a state a parent would object to.
- ✕Tag parents' personal accounts without permission.
- ✕Run any paid promotion from a campus page — all paid activity is centralised (§8.5).
- ✕Accept follows or DMs from accounts claiming to be Meta support — #1 page-takeover vector.
1.4
Prohibited content — hard stops
| Category | Rule |
|---|---|
| Fee amounts / discounts | Never on organic social. Direct to website or admissions desk. |
| Individual student marks or ranks | Only in the Group-approved results format, never as raw lists. |
| Staff grievances / internal matters | Never. |
| Vendor promotions | Never — no third-party brands, tuition centres or coaching tie-ups. |
| Uniform-less / PT-changing / washroom-adjacent areas | Never photograph. |
| Transport routes, gate timings, security details | Never — child safety risk. |
| Political figures, party symbols, election content | Never, including in the background of photos. |
| Medical or health claims about students | Never. |
1.5
Locked claims — the only numbers we use
These are the only figures and recognitions any campus may publish. Do not improvise, round up, substitute, or “refresh” them. If a number isn’t on this list, it doesn’t go out.
Taglines
Brand
I am the Legacy. I am the Future. I am Jaipuria.
Franchise
Build a School. Build a Nation.
Do not write new taglines. Do not translate these without Group approval.
Network scale — verified
| Claim | Status |
|---|---|
| 60+ schools (K–12) | Verified |
| 50+ cities — use “50+”, not “51+” | Verified |
| 55,000+ students | Verified |
| 6 states · 110,000+ parents · 3,000+ educators · 18,000+ alumni | Internal — Group-owned |
| Founded 1992, Lucknow | Verified |
Recognitions — corrected
| Claim | Status |
|---|---|
| World’s Top 10 — Community Collaboration, T4 Education World’s Best School Prizes 2026 (Gomti Nagar campus) | Current — network’s strongest asset |
| #1 in Lucknow · #2 in Uttar Pradesh · #34 in India — EducationWorld India School Rankings | This is the correct ranking |
| #1 in Lucknow — Cfore School Rankings 2025 | Verified |
| Ranked No.1 in UP — EducationWorld 2024 | Do not use |
| “99% first-division results for 10+ years” | Unverified — Group must confirm |
| “80+ years of legacy” | Refers to the Group, not the schools (1992) |
An older locked-claim document lists “Ranked No.1 in UP — EducationWorld 2024”. The verified position is #1 in Lucknow, #2 in UP, #34 in India. Worse — in EducationWorld 2025–26, No.1 in UP went to Seth Anandram Jaipuria School, Kanpur, a different school group. Publishing this across 100 campuses would attribute a competitor’s ranking to us. Do not use.
The two-Jaipuria problem
Two separate, unaffiliated school groups use the Jaipuria name. Every campus owner must know the difference.
| Seth M.R. Jaipuria — us | Seth Anandram Jaipuria — not us | |
|---|---|---|
| Chairman | Sharad Jaipuria | Shishir Jaipuria |
| Web | jaipuriaschools.ac.in · sethmrjaipuria.school | jaipuriaschools.com |
| Base | Lucknow | Ghaziabad |
| Social | @sethmrjaipuriaschools | @sethanandramjaipuriaschools |
Ours: Gomti Nagar, Community Collaboration. Theirs: Shaheed Path (Lucknow),Supporting Healthy Lives for Project Alchemy. Both are real. They are different awards to different schools. Never repost, share or celebrate a Seth Anandram Jaipuria achievement — it is not our network.
How to use a claim
- Lead every external piece with exactly one locked claim. Not three.
- Numbers over adjectives. “60+ schools across 50+ cities” beats “a vast network”.
- Always attribute rankings: “#1 in Lucknow — EducationWorld India School Rankings”.
- Never round up. “55,000+” is the claim — not “60K”, not “nearly 60,000”.
Voice
| We are | Legacy-driven, credible, future-focused, calm, confident. |
| We are not | Hype-driven, exaggerated, salesy, frantic, over-decorated. |
| Lead with | Numbers, proof, history, partnership. |
| Avoid | Superlatives without proof, exclamation marks, ALL-CAPS sentences. |
Numbers over adjectives · Statements over slogans · Confidence without exaggeration.