Unacademy targets small town scholars...

Educational technology company Unacademy has launched a new campaign titled 'Let's Crack It'. The campaign includes three TVCs showcasing stories of three students in three different settings.

Through the TVCs, Unacademy has positioned itself as the go-to avenue for proper tutorship, especially for those students who do not have access to premium teachers or lectures. The campaign has been conceptualised and created by Unacademy and McCann.

Driven by the vigour of passionate students, the 'Let's Crack It' campaign encourages students to study, and to not let circumstances halt their education. While the narrative of the campaign is driven by the necessity of education, the ad films illustrate the prevalent obstacles students face on a daily basis.

One of the ad films, titled 'For the determined', depicts a remote location in Ladakh, where a girl tries to balance her daily life responsibilities with her education. The film shows the girl's household and how she isolates herself from everyone to prepare for her exams.

In another ad film titled 'For the Persistent', Unacademy has chosen a more familiar struggle of student life, where a boy faces difficulties in finding his preferred author's guide. After failing to find one, he finds refuge in the Uncademy app.

Being a sports enthusiast and a student can be a juggling of misery for many students. Imagine having to miss your favourite team's match because you have an exam the next day. In a TVC titled 'For The Passionate', Unacademy commends such students and the sacrifices they make for studies.

Other players in the category have chosen similar campaigns that present their services as easily accessible or user-friendly. Byju's for instance, has been communicating along the same lines with their recent 'Keep Learning' campaign.

We got in touch with Karan Shroff, vice president, marketing, Unacademy to know more about the campaign and how it stands out.

Speaking on how the idea was conceived, Shroff says, “The entire campaign has been crafted keeping students and learners in mind."

About how the campaign differs from others, Shroff opines, “The kind of messaging most education institutions and bodies talk about revolves around excellence, brilliance, careers, thus putting immense pressure on students. Through this campaign, Unacademy salutes the spirit of learners for the kinds of sacrifices they make for education. We don't want to talk students into this Utopian sea of brilliance or claim that their careers are better off with us. We just wanted to commend the students for the kind of battles and hurdles they go through on a daily basis.”

Pointing out the challenges in creating the ad films, Shroff says, “It was a two week long schedule, and we were working on another piece which will be unveiled soon. So we were juggling between the two. One of the ad films is shot in a remote location in Ladakh. The temperature was about minus four degrees Celsius and it was very challenging.” Given the three distinct settings in the TVCs, we asked him why Unacademy chose these stories. He answers, “We received many pitches for the campaign. But we chose these stories, because they relate the most with the daily lives of students.”