It is the first of its kind for a private tertiary education institution in Malaysia when we first launched the Edu-Van in 2005.

I call it the "Trojan Horse." It is a simple but effective marketing tool, which helps to bring positive experience of tertiary education to secondary school students.

The Edu-Jays (or educational deejays) are tertiary students hired on part-time basis to further reinforce positive brand experience in the minds of these target students. They are "cool", "vibrant" and "sociable". We have made it a point to also include international students on the team.

While most other private colleges find it hard to get invited to schools, the Edu-Van has provided a rich experience to many schools in the Klang Valley at the invitation of their school counsellors.

The Edu-Van concept has since evolved into a newer brand experience which I called the edu-X-plorer because education is `exploration' in many ways.