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How Unacademy is fulfilling learning aspirations of small town India

Educational technology company Unacademy has rolled out its first-ever ATL campaign – ‘Let’s Crack it’. Conceptualised by Unacademy and McCann Worldgroup, the campaign comprises three TVCs – titled ‘For the Determined’, ‘For the Persistent’, and ‘For the Passionate’. Through the three TVCs, Unacademy seeks to encourage students to prepare for challenging entrance exams without getting demotivated or disheartened.

The videos showcase three different students from different walks of life preparing for competitive exams while overcoming tough circumstances and external distractions. Each video has been created into a story piece that showcases the real-life struggles like defeating geographical barriers, making sacrifices and braving dejections. Each story focuses on how Unacademy starkly bridges the gap between aspiring students and quality education.

“Unacademy’s constant endeavour is to understand the pulse of learners and provide them with the best of resources. This is at the heart of our campaign. With such a solid insight, was born the thought – Let’s Crack It!,” explained Karan Shroff, Vice President - Marketing, Unacademy. Elaborating further, he said, “Students are often under pressure from parents and peers to clear their exams. By saying ‘Let’s Crack it!’, we hope to address that pressure faced by students. Our vision is to level the playing field by bringing the best educators to the students no matter where they live.”

Commenting on the campaign, Dileep Ashoka, Executive VP - South, McCann, said, “We are extremely proud to have been chosen to partner with Unacademy. Not only is it a sound business venture, but also a very noble one. Quality education is a crying need in India and over the years it has somehow become a privilege for a few. In democratising it through technology and top educators, Unacademy is addressing the hunger of millions of students who are passionate about changing their life through quality education. The campaign strives to give voice to this inner fire of young India.”

Targetting the 16-33 age group, Unacademy is focused on competitive exams, offering content on 30+ exam categories. The aim is to help students who do not have the opportunity or access to learning material or are unable to cope with the offline lectures in one sitting.

Shroff is confident about the quality of learning content available on the Unacademy app. “We can claim that we have the best educators in the country,” he asserted. Thousands of educators contribute to the expanding content library and resources on the application, but more importantly, as Shroff informed, their content was viewed 160 million times across YouTube, website and app every month. Content from Unacademy is available on 30+ YouTube channels.

50 million students apply for competitive exams every year. While a lot of people appear for the first time, Shroff observed that there are a lot of late bloomers as well. The platform is a recourse to these people who want to learn.

He recounted an instance about a homemaker who wanted to clear UGC NET to empower her career. “She hadn’t got the opportunity or time to do it before. Then she learnt on the platform and cleared the exam,” he said.

A lot of aspirants from Tier 2 and 3 markets don’t have access to good quality education, pointed out Shroff. “What we feel is that they are moving faster in the space of online education because they have the opportunity to learn from the best,” he added.

The 360-degree campaign is now live across media like TV, digital, YouTube, OOH, Radio, Print, Cinema, Social Media and will be live for 6 weeks until the end of December. The goal of the brand is to become a household name when it comes to higher education and learning in India.

“With several exams coming up, this is the time when learners reflect and ultimately start studying. This is the time when they reassess their preparation and get cracking typically,” concluded Shroff.

The 3 ad films

TVC 1 - 'For the Determined’ 

This TVC features a girl supporting her family at their own eatery in the hilly and terse terrain of Ladakh. Amidst tough circumstances, her determination to study is burning bright and she sits inside a car to listen to the sessions. She maintains a balance between her personal responsibilities and her studies with the help of live classes by top educators on Unacademy. The TVC focuses on her determination to never compromise on her education come what may, much like a lot of students out there, who work with such determination. All thanks to Unacademy, she is able to access classes by Top Educators across the country, while sitting in her car amidst the rocky peaks of Ladakh.  

TVC 2 - ‘For the Persistent’

This TVC shows the real-life struggle of a boy who is trying hard to get his hands on a learning guide by KC Chauhan, who is one of the best educators in the country. His persistence is very well portrayed through the innumerable attempts made by him to get the book. Finally, he overhears someone talking about a live class by KC Chauhan himself. In a state of excitement, he discovers Unacademy and the fact that his search for the Top Educators ends here.  

TVC 3 - ‘For the Passionate’ 

Cricket is nothing short of a religion in India. All cricket matches in India are a big celebration, where the entire family comes together. This film throws light over the simple yet big sacrifices that families make towards their children’s education while showing a boy who is a big cricket fan choosing his exam preparation over cricket. Taking a leaf from the lives of every student and the sacrifices they make for their future, be it missing a cricket match or not being a part of important occasions, this commercial is an ode to those who are passionate towards achieving their goal. Their passion deserves an enabler like Unacademy. 


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