Education Marketing

Unwinding the Unacademy IPL Ad | Analysis

With the high acceptability of online education channels in the younger demographic, we feel Unacademy has done an excellent job keeping in line with the newly emerging education revolution.

Harsh Srivastava

Marketing Professional | Entrepreneur

So Marketers? Unacademy ke ad se kya seekha?

Unacademy, an E-Learning platform, was recently in the news for its exceptional advertisement around IPL “Kya Seekha” conceptualized by Lowe Lintas.

We have all seen a tremendous growth of online education platforms in the pandemic. So much so, the online education market is expected to grow by about $ 1.96 billion by 2021, with a compound annual growth rate of 52% in India. The number of users enrolled for various online learning is expected to reach about 9.6 million by the end of 2021. Why is that so? Because there has been a 175% increase in the cost of classroom education, making online learning far more cost-effective and reachable.

Nearly 48% of India’s population between 15–40 are age groups with high aspirations but lower-income. Hence, online education becomes a significant step towards catering to this segment. And what better would unite India than cricket!

With the high acceptability of online education channels in the younger demographic, we feel Unacademy has done an excellent job keeping in line with the newly emerging education revolution.

It is also in line with the NEP that focused on critical thinking, problem-solving, leadership, collaboration, creativity, entrepreneurship, and digital and technical skills.

Besides, who has ever thought that the elementary concepts could be covered through cricket matches? With over 10m views on YouTube, this advertisement has showcased an out of box thinking and has opened the gate for new ways of marketing and education at the same time. Kudos to the team at work!

Positioning: When the association between Unacademy and IPL came out, we were a bit skeptical, honestly. However, Unacademy has gotten beyond conventional ways to put forth its goal of empowering India’s youth population to bring oneself into the contemporary world. Their methods indeed are modern, is all we can say!

Also, the ad targets both the students (the one who uses the service) and their parents (the one who pays for the service); hence, “Ek teer do nishane.”

Here are some of our favorite moments from the ad:

Gravity: “Gravity ko defy karna.” The epic catch photo defines it very well
Darwin’s evolution redefined!
Speed, Distance and Time: Woah, out or not?
Angles: That’s a perfect 135 degree
Physics: Just a simple exhaust, and the ball has taken the speed of a Rocket
But Whoops, someone tried to steal it
Aree! Aree aree aree.

Now that’s what kept us going! Humour!

And any cricket fan, that is at least half the Indian population, couldn’t have ignored these funny additions
Volcanic Eruption: Who couldn’t relate to it?
Ending with the agenda!

And finally, the Voiceover deserves a special mention!

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