Unacademy’s first hello to the world was brought to life by the collaborative efforts of McCann Worldgroup and the Unacademy Marketing and Creative team.
As the lead of the Creative team, my role began on day one— closely collaborating with the Head of Marketing on penning a comprehensive creative brief for agencies to pitch their ideas and concepts. Once the brief was ready, I was part of the leadership that evaluated the various creative pitches for Unacademy until we finally resonated with ‘Let’s Crack It!’, conceptualised by McCann.
A big part of the campaign, if not the hero, were the TV commercials, of which there were three. Each of them told the story of determination, persistence and passion of the students respectively. They showcase three different students, from different walks of life preparing for competitive exams. Each film is created into a story piece that showcases 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. Two of the three films raked up over 34 million views each, in just a matter of a few days from release!
Creative Agency: McCann Worldgroup
Director (TVCs): Suresh Triveni
Director (Anthem): Bob (Shashanka Chaturvedi)
Unacademy: Karan Shroff, Shweta Sivasankaran, Sneha Sankar, Aditi Prabhakar, Mayuri Majumdar, Debargha Das, Pragya Alagh, Aravind Azhagappa and Niyati Rao
Another centre-piece of the campaign was the ‘Let’s Crack It!’ anthem; sung by Naezy, and produced by Dub Sharma. An ode to the hard work and perseverance of students, the anthem puts the spotlight on the struggles of the aspirants and applauds the students who go through the daily rigour and burn the midnight oil.