It might be helpful if someone he looks up to could talk to him. Is there anyone like a sibling, cousin or uncle he really admires?

My mom was very strict when I was a child. I had to make sure I studied hard and got good grades. But what really made me work hard was my admiration for my sister. She was the best student in the whole school and even the whole city sometimes when she joined competitions. It put a lot of pressure on me being the younger sibling, but at the same time, I saw the power I could have over people as a result of studying hard and knowing a lot. Plus, even though my mom was strict, I was rewarded with watching TV and playing games as long as I wanted if I get good grades. Studying gave me power and freedom. Maybe someone can offer him a different perspective about studying.

It also depends on his school environment. Is getting good grades rewarded at school? How are the teachers like? Is he having difficulties in some subjects? I know some kids who gave up studying altogether because they're embarrassed to say that it's too difficult for them.