Indian Learning Platform Unacademy Cracks the Code Behind Legendary Cricketer Sachin Tendulkar’s Glory

Unacademy, India's largest learning platform, has recently launched a campaign film featuring one of the greatest cricketers ever - Sachin Tendulkar. The campaign conceived by Lowe Lintas Bangalore aims to build affinity for the brand. 

A report published by Business Wire in April 2020 has forecasted that the online education market in India will reach INR 360.3 Billion by 2024, expanding at a CAGR of 43.85% during the 2019-2024 period. The category has witnessed unparalleled growth owing to the increasing internet penetration and digitisation in the country. The acceptance and subsequent adoption of online learning during the lockdown have also added to the thrust. India, being home to 19% of the world's youth, has immense potential to be unlocked.

In line with their vision to partner with the brightest minds, Unacademy launched a popular programme ‘Legends on Unacademy’ where well-known personalities will share life lessons through live classes.

Contrary to every other brand in the category, Unacademy uses 'failure' as a lever to lift spirits, motivate and inspire learners to achieve greatness. The campaign film by Lowe Lintas is rooted in the insight that failure is what eventually catapults one towards success. Nobody is immune to failure. Even the greatest of champions have had to learn to use the power of failure as a springboard to achieve unparalleled success.

Since cricket is a passion point for millions of students, Unacademy chose this medium to pay tribute to Sachin Tendulkar and his rigorous, painful journey to excellence. From heart-breaking dismissals to umpiring howlers to personal setbacks, his path to greatness was laden with challenges and failures. However, Sachin used those failures to fuel his growth and is known as the G.O.A.T. today.

Talking about the campaign, Puneet Kapoor, regional creative officer, Lowe Lintas said: “Failure is a part of life. We all are bound to go through it. Ideally with grace. Whether it be an amateur learner or the god of cricket. Yet the amount of judgment it garners from the society stigmatizes it, instead of shining a light on the immense power of learning it unleashes. The sole purpose of this film is to give an apt high-pedestal and respect to failure, to inspire all learners.”

The campaign is currently live across online and offline platforms.