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<ul><li>To emphasise the message of learning from mistakes, Unacademy's film uses the soundtrack of ‘Remember (Walking In The Sand)’ by <keyword id="12295282" type="General" weightage="20" keywordseo="george-morton" source="Orion">George Morton</keyword> and gives it a quirky twist in the voice of Jaaved Jaaferi and Tiara Arpit. </li><li>The song ‘Oh No’ has been chosen specifically to reiterate the message that before you say ‘Oh No’ to the mistakes, don’t forget to take a step back and embrace the learnings.</li></ul>Unacademy has unveiled its IPL film for this year, titled ‘Mistake - The Greatest Teacher,’ commemorating its second year of association with the Indian Premier League as an official sponsor. In keeping with its precedent, the film draws an interesting correlation between cricket and education, with an inspirational message for its young viewers. The film equates on-field misses in cricket with academic mistakes and urges Learners to embrace obstacles and learn from them. Unacademy’s new IPL film retains the flavour of the last IPL ‘Cracking the Game’ film and begins with the quintessential question, “IPL se kya seekha?” The 70-seconds long clip starts with cricket legend and Unacademy brand ambassador <keyword id="6354267" type="General" weightage="20" keywordseo="sachin-tendulkar" source="Orion">Sachin Tendulkar</keyword> asking the fundamental question and then cuts to a Learner who introduces the theme of the film, which is learning from mistakes. The narrative then intersperses match moments comprising missed catches, failed run outs, miss fields, and other embarrassing incidents with cutaways of Learners. As the film weaves through these highlights, it drives the message that making mistakes is an inevitable part of learning and it’s important to take every obstacle in your stride. <div type="Youtube" id="HYeJfzLDL20" title="Mistakes - The Greatest Teacher" thumbUrl="https://i.ytimg.com/vi/HYeJfzLDL20/mqdefault.jpg"></div> To emphasise the message of learning from mistakes, the film uses the soundtrack of ‘Remember (Walking In The Sand)’ by George Morton and gives it a quirky twist in the voice of Jaaved Jaaferi and Tiara Arpit. The song ‘Oh No’ has been chosen specifically to reiterate the message that before you say ‘Oh No’ to the mistakes, don’t forget to take a step back and embrace the learnings. The film shattered viewership records within six hours of its release, garnering over 15 million views across social media and digital platforms, with overwhelming positive reviews. Twitter alone accounted for over 3.9 million views, making this yet another successful marketing initiative for the EdTech major, who has given viewers some their most memorable marketing films in recent times such as the Unacademy Believe film, Sachin Tendulkar tribute video - The Greatest Lesson, Women’s Day - Teach Them Young film, IPL - Cracking the Game film and a series of quirky IPL TVCs, among others.

Unacademy’s new IPL ad inspires the audience to learn from their own mistakes; garners 15 million views across social media channels

<ul><li>Bengaluru-based <keyword id="1464841" type="PERSON" weightage="20" keywordseo="Edtech">edtech</keyword> startup <keyword id="6630114" type="UNKNOWN" weightage="20" keywordseo="unacademy">Unacademy</keyword> has been riding high. With a successful association with TVF on its show Aspirants and standout <keyword id="6354312" type="COMPANY" weightage="20" keywordseo="IPL">IPL</keyword> campaigns, the startup is ready with its <keyword id="6354839" type="UNKNOWN" weightage="20" keywordseo="marketing">marketing</keyword> plans for the IPL matches that resume in September.</li><li>We recently caught up with <keyword id="4878889" type="PERSON" weightage="20" keywordseo="Karan-Shroff">Karan Shroff</keyword>, Chief Marketing Officer, Unacademy, to understand the brand’s marketing journey so far, how its strategies have worked to bring new users onto its platforms and how it is going about ensuring it becomes a household name in the next few years.</li></ul>The last one and a half years have been challenging for most businesses across the globe. However, India’s edtech sector has witnessed a boom. With students stuck at home, having to move to online classes, online learning became a way of life, and the Indian edtech ecosystem gained from this immensely. 2020 also made investors realize the opportunity in the segment and the year saw India’s edtech startups raise over $2.2 billion in funding. And it was during this otherwise difficult year that <keyword id="1727930" type="PERSON" weightage="20" keywordseo="Gaurav-Munjal">Gaurav Munjal</keyword>'s edtech startup Unacademy became a unicorn. The startup raised $150 million in a round led by SoftBank, valuing it at $1.45 billion, making it the second unicorn in the space, after BYJU’s. It also made six acquisitions through 2020. Unacademy currently boasts of over 50,000 educators and close to 49 million learners on its platform, a number that is steadily growing. Recently, they also released a film to thank both the learner and educator community for bringing them where they are today. The film said the platform has over 5 million monthly active users, learners from over 10,000 cities from across the country. The platform sees over 150,000 interactive classes conducted every month, in 14 different languages. Recently, it also revamped the app to make it more intuitive and interactive, adding features like hand raising, study groups and live mentorship. <div type="Youtube" id="0gjFof0m6ow" title="Unacademy Believe" thumbUrl="https://i.ytimg.com/vi/0gjFof0m6ow/mqdefault.jpg"></div> When it comes to its marketing strategies so far, the platform has tailored its approach keeping its learner ecosystem at its core. A lot of its recent campaigns have also been about grabbing eyeballs and reaching their target audience, where they are. While we saw Unacademy ‘hijack’ the IPL commentary box earlier this year, a novel idea, we also saw the brand partner with TVF’s widely popular show Aspirants. The aim has been to raise awareness about the platform and tell learners how it is different. We recently caught up with Karan Shroff, Chief Marketing Officer, Unacademy, to understand the brand’s journey so far, how its strategies have worked to bring new users onto its platforms and how it is going about ensuring it becomes a household name in the next few years. Unacademy’s marketing story The last one and a half years have been difficult for businesses the world over but Unacademy has been riding high. Most of its marketing strategies have worked in its favor too. Unacademy is the official partner for IPL for three seasons. In the first year, Unacademy’s film ‘Cracking the Game’, was well-received and won several awards. This year too, its campaign in the form of a commentary box highjack helped it differentiate itself. The IPL associating has also helped the platform gain the necessary eyeballs as it can be believed that a lot of its target audience watches the league. So is Unacademy looking at this year’s IPL postponement as a speed bump? “I don’t think it is a bump. Once IPL restarts, we will continue being present. In fact, I see it as a good thing because IPL is a highly engaging event that runs nonstop for 55-60 days. So this year, the break I feel gives us a second boost,” explained Shroff. The brand has a few more campaigns planned for the second half of the event that will go live once the matches resume. On why it chose to associate with IPL, he said, “It was a strategic call to be a part of the league. IPL is the biggest cricketing league in the world, one that is watched by almost all of our country. The thought behind the association was that the Indian youth is entirely invested in the property, they love the intensity and energy of the league. With around 60 days of the league, it becomes difficult to miss a brand that advertises during the matches. We wanted to create awareness and become a household name. IPL has worked as a catalyst for us. With millions of people watching the league, we could leverage the reach and get the eyeballs but also it helped us build awareness and top-of-mind for the brand.” Unacademy had also launched an inspirational film titled ‘The Greatest Lesson’, taking viewers through the ups and downs of Sachin Tendulkar’s career, a film that was very well-received. The aim behind capitalizing on sports, especially cricket, has helped the brand stand out for many young people, after all the sport is still a religion in India. <div type="Youtube" id="7nYLfqkI8ZA" title="Unacademy | The Greatest Lesson" thumbUrl="https://i.ytimg.com/vi/7nYLfqkI8ZA/mqdefault.jpg"></div> Its latest partnership with TVF for Aspirants, through which it tried to target UPSC aspirants, has also worked in the brand’s favor. Unacademy wanted to deep-dive into the segment, bring up real stories, and tell the stories through relatable characters. Shroff also revealed that it is going to be a multi-season association with TVF and there will be more seasons to the show. So did the last one year throw no curveballs, when it came to its marketing plans? “One of the things we did when we started working from home with restricted physical access to each other from an office space perspective, we started making multiple plans, be it a shoot, a campaign or a simple social media post, we always had multiple plans and options to fall back on. We did this because it was a pandemic and nobody really knew what was in store and what lay ahead of us. So having a Plan B and C really helped us. And that has been one of our biggest learnings in these past months,” said Shroff. On driving differentiation According to estimates by <keyword id="50041" type="COMPANY" weightage="20" keywordseo="KPMG">KPMG</keyword>, India today has over 3,500 edtech startups, so driving differentiation becomes critical ingredient in the recipe for success. On how Unacademy has been trying to differentiate itself, Shroff said, “Our thought-process is fairly simple, we keep the consumer or in our case, the learner, at the heart of everything we do. So everytime we build a campaign we sit back and think, why, when and how. Why is of course, always for the consumer. So if the ‘Why’ doesn't feel like its adding value to the learners, we usually don't go ahead with it. Everything that we do costs marketing dollars and as long as your focus is on learners and the consumers, they're at the heart of everything and you're sure that your communication is reaching them, its then just about crafting a good communication.” The vision for Unacademy Going ahead, Shroff wants to focus more on building the brand presence on various properties. On what his larger vision for the brand is, Shroff added, “It’s to become a household name, and while there is still some ground to cover, I think we are moving in that very direction. We want to build a legacy of sorts, the way brands like Colgate and Maggi have done. If you are known from a communication and awareness perspective, it makes it so much easier to become a part of the consumer’s life and that’s what we are aiming for.”

We want to become a household name and are already moving in the right direction: Karan Shroff, Unacademy

<ul><li>Conceived by Lowe Lintas, the film was trending on Twitter yesterday. </li><li>The campaign film has already garnered over 2.5 million views across social media and digital platforms.</li></ul><keyword id="6630114" type="COMPANY" weightage="20" keywordseo="unacademy">Unacademy</keyword> has released a new campaign film called ‘Cracking the Game’ to mark its first year of association with the <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> and celebrate the continuous process of learning. Conceived by Lowe Lintas, the film draws a fun correlation between students' desire to learn and the passionate Cricket action seen on-field during the Dream11 IPL 2020. Speaking about the campaign, <keyword id="336063" type="PERSON" weightage="20" keywordseo="Sonal-Mishra">Sonal Mishra</keyword>, Director, Marketing at Unacademy said, “Our efforts during this IPL have all been about how our brand proposition, which is to learn from the best, can be tied to Cricket. While brainstorming ideas for this film, the takeaway was that all of us learn everyday, from the most unlikely sources, and often unknowingly. So, we wanted to see if we could draw parallels between various moments during the matches and learning. The response to the film has been spectacular and we're delighted that our brand message is reaching deeper with this film." <div type="Youtube" id="KF1e-Y3PRag" title="Unacademy | Cracking the Game" thumbUrl="https://i.ytimg.com/vi/KF1e-Y3PRag/mqdefault.jpg"></div> If there's one thing that is culturally relevant to every Indian, it is that every experience – be it a movie, a story, a book or a game – is something to learn from, brought to life with the quintessential question, "Kya Seekha?". Powered with this insight, the film – aimed to appeal to 15 to 30-year-olds – starts by asking students what they have learnt from the IPL this year and then beautifully connects intense sporting moments with learning concepts such as the Pythagoras theorem, magnetic induction, Darwin’s theory of evolution, the melting point of metals, etc. Commenting on the campaign idea, <keyword id="491609" type="PERSON" weightage="20" keywordseo="Puneet-Kapoor">Puneet Kapoor</keyword>, Regional Creative Officer, Lowe Lintas said, "Unacademy’s spirit and philosophy of ‘Let’s Crack It!’ isn’t limited to students only, but inspires across. So when the marketing team came up with the challenge of cracking a great idea with IPL footage only, we thought of applying the academic gyaan in interesting, relevant, yet irrational juxtaposition. We had lots of fun in mixing and matching footage with theories and principles to come up with the gags." The campaign film has already garnered over 2.5 million views across social media and digital platforms. Over 2 million views of the video have come from Twitter alone, becoming yet another viral campaign for the EdTech major.

Unacademy's viral ad draws a correlation between students' desire to learn and on-field Cricket action

<ul><li>Ad &amp; Media Insider’s latest property Storyline, brought to you in association with <keyword id="1959531" type="General" weightage="20" keywordseo="wattpad" source="Orion">Wattpad</keyword>, one of the world’s most loved <keyword id="282281" type="General" weightage="20" keywordseo="storytelling" source="Orion">storytelling</keyword> platforms, endeavors to decode what storytelling stands for today. </li><li>Today, we bring you highlights from our first three episodes where we discuss how marketers and advertisers are navigating new mediums and innovating to tell engaging stories in today’s highly dynamic world.</li><li>Watch <keyword id="4332869" type="General" weightage="20" keywordseo="pg-aditiya" source="Orion">PG Aditiya</keyword>, Chief Creative Officer, dentsu Webchutney and Pooja Manek, creative director, dentsu Webchutney Bengaluru, <keyword id="2289556" type="General" weightage="20" keywordseo="rajdeepak-das" source="Orion">Rajdeepak Das</keyword>, CEO &amp; Chief Creative Officer – South Asia, Leo Burnett and <keyword id="336063" type="General" weightage="20" keywordseo="sonal-mishra" source="Orion">Sonal Mishra</keyword>, Associate Vice President- Marketing, <keyword id="6630114" type="General" weightage="20" keywordseo="unacademy" source="Orion">Unacademy</keyword> talk about creativity and what it takes to tell successful stories in today's world.</li></ul>Stories are almost as old as human existence and with time, storytelling has evolved, hand-in-hand with human evolution. It has been an important part of our history and will continue to be an intrinsic part of our future too. In today’s digitally-driven world, where almost everything is happening online, storytelling continues to be at the heart of it all, albeit in different forms. Brands are still trying to find new ways of telling stories that engage with the consumers, and help the brands seamlessly become a part of their lives. Ad &amp; Media Insider’s latest property Storyline, brought to you in association with Wattpad, one of the world’s most loved storytelling platforms, that endeavors to decode what storytelling stands for today, how marketers and advertisers are navigating new mediums and innovating to tell engaging stories in today’s highly dynamic world. Here are some key takeaways from our first three episodes: Episode 1: PG Aditiya, Chief Creative Officer, dentsu Webchutney and Pooja Manek, creative director, dentsu Webchutney Bengaluru Dentsu Webchutney in 2021 was the highest scoring Indian agency at the Cannes Lions this year, for the second year in a row. This year, the agency got 20 shortlists, bringing home a total of 7 Lions. So we tried to understand what storytelling means for this dynamic young agency. Mediums and Creativity Both PG Aditiya, Chief Creative Officer, dentsu Webchutney and Pooja Manek, creative director, dentsu Webchutney have been responsible for crafting some of the agency’s most-loved campaigns over the last few years. We got to talking to them about how writing for the internet has impacted long-form writing and Aditiya started off with, “If long copy was Julius Caesar, then the internet is Brutus, with the last stab.” And truly, the internet has often been accused of killing long copy. However, Aditiya feels it has given birth to a new writing aesthetic. Today it is not simply about crafting a great video, it could be about writing that perfect tweet or creating that engaging reel. “We have a joke within the team, that if a tweet is taking more than 15 minutes, its not worth it. There are so many trends everyday and at times, brands try too hard to get the most manufactured tweet with very engineered writing. And that’s when you get caught. We all make the mistake of thinking that the younger audience, especially Gen Z, are kids. But honestly, it's time to consider them as grownups and trying too hard comes across as a red flag for them,” explained Manek. What works today On what works in today’s world, Manek says, “Today, it’s no longer about something that is embraced and enjoyed. It is more about what travels. For GenZ, it is usually quid pro quo, you have to give them something for them to give you something back. It's no longer about hard selling, or over-engineering, it's about giving them something to chew on, and that’s how you get their attention.” The internet is also an ephemeral medium. So how does one create engaging stories for the medium? “We try to spend less time on the theory of it and just make sure that whenever one of us has something that's worth not letting go of, we try to make it work,” added Aditiya. User-Generated Content: The Secret Sauce The advent of social media has also given consumers a voice today and user generated content has become an important tool for many brands. Webchutney has come up with a lot of social media campaigns that have gone on to generate UGC, making brands the talk of the town and part of a lot of trends. Talking about one such campaign they did for Tinder, Manek said, “For Tinder’s Valentine’s Day campaign, we were doing something around moving on. We were thinking of a few ideas and we realized that the digital age has made it harder for us to move on because you might want to move on but then you get reminders on different platforms. We all have so many pictures stored on our phones that we don’t delete maybe because we are attached to the memory, or we look good. So we launched a photoshopping service for two days and asked people what they wanted to replace their exes with. And we kept getting requests and replaced people with pizzas or wine. So we ended up photoshopping pictures for close to 36 hours, and that’s the power of UGC. We couldn’t have done it without people actually sharing those pictures. So you give the consumer something which is worth it and you just empower them and then magic happens.” Aditiya said that this idea also busted the myth that you need some kind of incentive to make a UGC campaign work because at the end of it, consumers were not exactly winning something but were simply ‘Axing their Exes’. Watch the full episode here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="3" retweetcount="5" status="LIVE | Join @PGAditiya, CCO, @webchutney and Pooja Manek (@boredmanek), Creative Director, @webchutney in conversat… https://t.co/yH7WRSlYK4" createdat="1644924610000" id="1493548184102080513"></div> Episode 2: Rajdeepak Das, CEO &amp; Chief Creative Officer – South Asia, Leo Burnett Rajdeepak Das, the chief creative brain at Leo Burnett is often considered to be one of the most experimental and innovative creative storytellers in the country and a discussion around storytelling would have been incomplete without a conversation with him. In our 2nd episode, we caught up with Das who talked to us about his storytelling journey and how he has evolved as a storyteller, with the evolution of mediums and consumers. He tells us that his love for storytelling started as a child, when his mom would tell him stories from Panchatantra or Mahabharata. “My mother would enact a lot of those stories and I would be awestruck. And when a storyteller is asked ‘And then?’, that’s when you realize the power of storytelling. That’s exactly what we are doing while scrolling social media platforms, looking for our ‘And then’ on these mediums. And I feel, till the time humans are on this planet, the mediums will change but the navarasa won’t,” he said. The Creative Intuition For every creative professional, there is usually a method behind all the madness. For Das, who says he is bad at most languages he has tried to learn, it is more about understanding the human feelings than understanding a language. “For any creative person, it is all about having an intuition, to understand why people say what they say and do what they do. As a creative, you have to have an intuition about what will work for consumers. You have to dream of what people want and then create something out of it,” he explains. He also adds that the best way of bringing these dreams to fruition is by realizing that it can no longer be a one-man show. “Gone are the days when people would consider themselves God and think they know everything. That is impossible today. In today’s world, the only way of creating wonderful stories or bringing our ideas and intuitions to a proper execution is by ensuring you work with people who are smarter than you,” he added. Finding solutions to human problems Earlier this year, <keyword id="261687" type="General" weightage="20" keywordseo="leo-burnett-india" source="Orion">Leo Burnett India</keyword> launched ‘StreetEye’, a motorcycle mounted device to help map potholes in real time which had the potential of saving thousands of motorcyclists from accidents and mishaps for digital general insurance brand, ACKO. The agency used technology to solve a basic human problem, and according to Das, that is what <keyword id="35666" type="General" weightage="20" keywordseo="advertising" source="Orion">advertising</keyword> should be about. “If I were to reflect on what advertising is all about today, I don’t believe in storytelling. It is all about finding human problems and solving them. Once you are able to do that, you will automatically create stories. And that’s what we did with ACKO’s StreetEye. The brand said, we don’t want to be just about insuring people. We want to get two step ahead and talk about protecting people. We didn’t want to talk about the cure; rather we wanted to do something to prevent the accidents from happening. And this is just one part of it. Everyday, we are working with brands like Reliance, Ariel, Tide, CarDekho, Airtel etc where it is all about using innovation to solve everyday human problems. A consumer doesn’t want advertising, he doesn’t want to buy things. If you are able to become a part of their lives by solving their problems, people will come to you,” said Das. Watch the full episode here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="4" retweetcount="4" status="LIVE | Join Rajdeepak Das, CEO &amp; Chief Creative Officer – South Asia, Leo Burnett in conversation with… https://t.co/9f6u7Qr99z" createdat="1645097410000" id="1494272960705675264"></div> Episode 3: Sonal Mishra, Associate Vice President- Marketing, Unacademy Storytellers, since time immemorial, have been exploring formats of narration that span nearly every conceivable gamut. And a lot of brands, in the early days of digital marketing, would stick to short videos. At the same time, there are brands that have been part of long-form stories, where they have seamlessly become a part of the narrative. In the past few years, we have seen Unacademy do that again and again, be it with its association with The Viral Fever (TVF) for hugely popular web series like Kota Factory and Aspirants, or its recent talked-about IPL ads. The brand has, time and again, used long-form content to draw audiences into their narrative, and it has largely worked for the most part. To understand the brand’s secret sauce, we caught up with Sonal Mishra, Associate Vice President- Marketing, Unacademy, who took us behind the brand’s thought process and what has helped them stand out. Crafting clutter-breaking stories Over the years, digital has become a highly cluttered medium where everyone is trying to grab eyeballs where there is limited mindspace. So what are a few factors that Unacademy keeps in mind while crafting its stories? “As a brand, we try to be unique and do the unexpected, but at the same time be relatable and believable. The emotions one derives and the value that you add is what stays with the audience for a very long time. So it's very important to be relatable and believable. Having said that, it is also important to tread on different routes that meet the consumer at different touchpoints in their journey. So it's very important to latch on to a stronger human insight to build that consumer connect,” shared Mishra. For Unacademy, the goal is to engage with learners across the countries, be it in the metro cities or the smaller Tier II and III cities. Therefore, collaborating with platforms and creators who can help them reach out to a larger audience has been at the core of their associations with the popular TVF webseries. “Whatever we do is about becoming a part of our consumer’s life cycle, connecting with them by addressing a topic they can relate to. Our recent property Unacademy Unwind, which was all about music and unwinding hit a different chord altogether. Another campaign we did called Mistakes – the Greatest Teacher, did very well. The campaign said that Unacademy doesn’t just stand for clearing exams or being successful, it also stands for the journey you took. These are a few things that have helped us stand out,” she explained. Creating campaigns by listening to consumers Brands that are able to listen to their consumers, catch their pulse and create content pieces around those insights are usually the ones to woo them. Unacademy has been able to break the clutter through a lot of its recent campaigns. So what is their feedback mechanism that is helping them craft their communications? “Its not that we have figured it all out and know these are the secret ingredients that can make a piece of content work. It's a constant learning for us as well. But the benefits of these partnerships, initiatives, associations have been huge. They've helped us amplify the reach for the brand, build trust and penetrate deeper into the country. There were a lot of learnings from our associations like Kota Factory and Aspirants that we would like to better in the next property that we create. There have been a lot of pluses and we are learning at each step,” she added. Long-form vs short content While a lot of brands have been focusing on creating shorter, bite-sized content, Unacademy has associated with TVF and created highly talked-about webseries that have become a part of pop culture. Why did the brand choose long-form content over shorter content at a time when people are constantly talking about decreasing attention spans? “Understanding the psyche of the audience helped us. A strong story is something we mutually work on with our partners, but at the same time, from a brand standpoint, we have always ensured that the product integrations are so seamlessly weaved into the story into the content, that it doesn't actually disrupt the flow of the story and the audience can continue to enjoy and get entertained. So that is something which we are very conscious of. And that's why whoever we partner with also find the entire journey exciting,” said Mishra. Watch the full episode here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="2" retweetcount="2" status="LIVE | Join Sonal Mishra, Associate Vice President, Marketing at @unacademy in conversation with @AshwinRaghunath a… https://t.co/51eEJystug" createdat="1645443009000" id="1495722508720349184"></div>

Storyline: Where master storytellers tell us what goes behind crafting engaging stories that stand the test of time

<ul><li>To get cricket fans to spend more time on their platform this season, Disney+ Hostar has lined up new movies, series and original content and has rolled out a 360-degree campaign.</li><li>As the tournament begins today, we speak to Sidharth Shakdher, Executive Vice President and Chief Marketing Officer, Disney+ Hotstar about the platform's marketing strategy, how IPL has helped Disney+ Hotstar grow over the years, expanding reach and much more.</li></ul>The much-awaited advertising carnival of the year, <keyword id="6354831" type="COMPANY" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL) starts today and OTT platform Disney+ Hotstar has its biggest-ever marketing and content plan lined up for this year. Disney+ Hotstar is trying to position itself as a platform that offers all things entertainment (entertainment ka all rounder), including cricket. It is trying to remind the audience that it has <keyword id="10884239" type="UNKNOWN" weightage="20" keywordseo="vivo-ipl-2021">Vivo IPL 2021</keyword> and Live sports, along with movies and original shows. So to get its users to stick around for a longer time, it has planned two new movies releases and two original series simultaneously with IPL. <div type="Youtube" id="6iQb60oXIpM" title="Disney+ Hotstar VIP - Ajay ya Sudarshan?" thumbUrl="https://i.ytimg.com/vi/6iQb60oXIpM/mqdefault.jpg"></div> Sharing the platform’s marketing strategy for this season, Sidharth Shakdher, Executive Vice President and Chief Marketing Officer, Disney+ Hotstar said, “Movies and series entertain you and so does cricket but you haven't ever had them at one place? Yes, you've had that in Disney+ Hotstar but now it is bigger than ever before -- we've got for you the best pure entertainment and also the best of cricket. So we brought together the best of both worlds and that was our idea of cricket-tainment this year. And out of cricket-tainment came this idea that we did with Ajay Devgn and Tamannaah Bhatia. Be it cricket or entertainment, we are so good at both of them that we are now an all-rounder. We have Bhuj, The Falcon and Winter Soldier, Loki, Arya 2, Out of love, Special Ops -- second season of all our big shows and OkComputer and November Story. So, it is gonna be a bigger roaster than ever before and this helps with both -- acquisition as well as retention.” As a part of its huge media splash, the platform is following a 360-degree approach, with more focus on TV and digital. Disney+ Hotstar also launched a digital campaign ‘I<a href="https://youtu.be/kx6dcS5RuTI">ndia Ki Vibe Alag Hai.’</a> It captured inter-city rivalry and friendly banter to symbolise the many emotions of cricket fans - pride, heartbreak, happiness and celebration! It is developed by musicians Nucleya and sung by eight rappers - Dee MC, RAK, J19 Squad, Satyum, Vithika Sheru, Maharya, Gubbi, and Rawal, each representing their beloved city. <cmsannotation type="cmsannotation" annotationid="What IPL means to Disney+ Hotstar" text="What IPL means to Disney+ Hotstar">What IPL means to Disney+ Hotstar</cmsannotation> IPL, Shakdher said, has helped the streaming platform build an emotional connect with its users. “It's the biggest time of the year for us and it's been our biggest property. It has meant more than just cricket for us because it's allowed our consumers to establish a deeper, higher-order relationship with Hotstar,” said he. When the platform acquired the media rights to air IPL, Disney+ Hotstar started focusing on its portability factor and today, it is trying to establish itself as an entertainment house. Walking us through Hotstar’s marketing evolution for IPL, Shakdher shared, “When we first started, it was about telling people that they don't need to miss their cricket because it's with them wherever they go. From there, it moved to the ‘convenience’ aspect -- that you can connect with your friends, watch the matches at your own convenience or go back and forward, replay points. So we moved from there to the ‘experience aspect’, then we brought in the fact that along with IPL there's so much more to watch." As far as its recent campaign goes, Shakdher said that they have seen a stupendous response from the audience and he is optimistic that the campaign will help Disney+ Hotstar stand out in the clutter. The campaign has been conceptualised by DDB Mudra Group. Sharing the reason, he said, “I think people have really appreciated our ads. One of the things with celebrity ads is people force-fit them. And they use the ad for the celebrity. And so the celebrity often overshadows the brand. It is just an endorsement. Our ads are not celebrating endorsements, there's actually a reason for Ajay Devgn to be there. He is intrinsically a part of the storyline, because he's coming in disguise. And he's trying to push his own movie which is coming out on Disney+ Hotstar and similarly for Tamannaah. They're not plugging 'Disney+ Hotstar'. They're tapping into a consumer insight -- you love one thing and you get stuck to it, but also look at what else is there. So people have really appreciated the fact that these actors are underplaying themselves.” Another part of the plan to attract more users onto the platform this year is regionalisation. IPL is available in 8 languages now and Marathi is exclusively available on Disney+ Hotstar. Adding more languages has helped the platform increase its engagement rate. “Five years ago, more than 80-90% of the IPL consumption was in English and rest was Hindi. Today, consumption in Hindi is bigger than English. Hindi is now more than 50% and English is slightly smaller. So that's how much localization has meant, it coincided with the rise in viewership. We started with Tamil about three years ago with 1% and at a large scale, Tamil audience itself is probably not more than 15% of the audience. But today, we are already seeing a large part of that audience using Tamil. So there's definitely more delight, joy and more engagement, increased retention and frequency of coming back. This increase in engagement is because of many factors, not just commentary, but it's as effective,” said Shakdher. <cmsannotation type="cmsannotation" annotationid="Opportunity for advertisers on IPL this year" text="Opportunity for advertisers on IPL this year">Opportunity for advertisers on IPL this year</cmsannotation> As per BARC and Nielsen’s 2020 report, IPL broke its viewership record in the opening week of season 13 itself. This year, the streaming platform has already closed the deal with 15 sponsors including Dream11 and Upstox as the co-presenting sponsor, Vimal Elaichi and MX Takatak ‘co-powered by’ sponsors. Some of the other sponsors are PhonePe, Association of Mutual Funds in India (AMFI), Unacademy, Pharmeasy, Livspace, Swiggy, Parle Agro, Amazon Prime, Coinswitch, CRED and Xiaomi who have signed-on as associate sponsors. In 2020, over 300 brands had associated with Disney+ Hotstar. To get more advertisers excited about IPL this year, Disney+ Hotstar has launched more interactive options. It has introduced a social feature called Watch Parties, which gives viewers the experience of a stadium in the safety of their homes. Video duets and Hotshots are another set of social features, enabling viewers to interact with brand videos and stickers. “Traditionally, IPL is considered to be an expensive property with limited access to large advertisers. However, with Disney+ Hotstar’s innovative technology advancements and targeting options, advertisers across categories and sizes can leverage this property. They are now equipped to choose not only the audiences but also ad formats that suit their marketing objectives and budgets ensuring an impactful outreach strategy on the platform. Advertisers should aim at leveraging the strengths of the platform to generate two-way engagement on the platform helping both advertisers and viewers in their own ways,” said Disney+ Hostar spokesperson. “With the immense digital growth in 2020, one can see great traction and response across categories of advertisers. Some of the key features on Disney+ Hotstar like Super 4s, Super 6s, Fall Of Wickets (FOW), Milestones, and Super Savers sold out sooner than anticipated. The platform has received significant interest from brands across various categories to leverage the scale reach and high visibility proposition that IPL offers,” added the spokesperson. The platform is hopeful about crossing 300 advertisers this year.

Disney+ Hotstar strengthens its content offering to attract new users as cricket lovers get ready for Vivo IPL 2021

<ul><li><keyword id="6630114" type="UNKNOWN" weightage="20" keywordseo="unacademy">Unacademy</keyword> recently entered into a strategic partnership with <keyword id="6354267" type="UNKNOWN" weightage="20" keywordseo="sachin-tendulkar">Sachin Tendulkar</keyword> with the vision of spreading deeper holistic learning. </li><li>Tendulkar is also the brand ambassador of Unacademy. </li></ul>Unacademy has released a new film titled ‘The Greatest Lesson,’ to mark its association with cricket legend Sachin Tendulkar and celebrate the relentless human spirit in its pursuit of excellence. The Master Blaster has been roped in to serve as a Brand Ambassador and a Mentor for Unacademy learners. The film celebrates the ‘never give up’ spirit by commemorating some of the most challenging times of the veteran cricketer’s career and his subsequent triumphs. Being an Education platform, Unacademy drives a message with the film that failures must be looked upon as stepping stones to success. The film starts with the audience cheering on the Master Blaster as he walks out onto the field and former pace bowler Shoaib Akhtar gets ready to bowl. A few frames later, Akhtar is seen hurtling down the pitch in his trademark style as Sachin takes guard. The film then cuts to Sachin’s ODI debut in 1989, when he was dismissed on a duck on the second ball he faced. From there on, the film depicts some of Sachin’s most notable dismissals including the ‘shoulder before wicket’ incident against Australia at Adelaide in 1999, and former umpire Steve Bucknor’s erroneous dismissal of the cricketer at Gabba in 2003. The disappointment of the fans and the consternation on Sachin’s face is palpable as the film progresses till it reaches a crescendo and the screen changes to read, ‘Failure. The fuel of champions.’ Thereon, the narrative changes as the film journeys through some of Sachin’s most momentous comebacks that made him one of the greatest cricketers in the history of the game, earning him the sobriquet, ‘God of Cricket.’ <div type="Youtube" id="7nYLfqkI8ZA" title="Unacademy | The Greatest Lesson" thumbUrl="https://i.ytimg.com/vi/7nYLfqkI8ZA/mqdefault.jpg"></div> Unacademy recently announced a strategic partnership with cricket legend Sachin Tendulkar. As part of the deal, Sachin will share his life lessons, mentoring Unacademy learners through a series of live interactive classes, which will be available free of cost. Unacademy is also working on a deeper content-led integration with Sachin in the sports learning category. The details of this integration will be unveiled in the next few months. The film shattered viewership records within hours of its release, garnering over 2 million views across social media and digital platforms. This is the second major viral campaign for the EdTech major, whose IPL film titled ‘Cracking the Game’, won several awards and received an equally stellar response last November.

Unacademy's latest film is an ode to the life of its recent investor and Master Blaster, Sachin Tendulkar

<ul><li>In India, every sport is played with a pinch of colour and celebration.</li><li>However, the past two years have been unusual. We have used <keyword id="6354312" type="COMPANY" weightage="20" keywordseo="IPL">IPL</keyword> to escape from reality.</li><li>We compile a list of IPL ads from this season to help you take a break from the grim reality, if only for a minute.</li></ul>The past 14 months have been painful and stressful for many of us in different ways. <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> was a welcome distraction for some people this year, acting as a bandaid on our wounds -- temporary yet effective. While there were many who had felt that IPL should not have been held this year, or could have been suspended much earlier than it was, there were others who said something like an IPL was important because it acted as a distraction from the grimness that otherwise surrounds us. As the Indian Premier League (IPL) 2021 season began, brands poured in their enthusiastic advertisements either celebrating the country's love for the sport, which is treasured like a religion, or paid tribute to our corona warriors for their unwavering spirit. The opening match of <keyword id="10884239" type="UNKNOWN" weightage="20" keywordseo="vivo-ipl-2021">Vivo IPL 2021</keyword> clocked 323 million total impressions on Star India Network this year, revealed BARC. The opening match between defending champions Mumbai Indians and Royal Challengers Bangalore received a tremendous response, bigger than opening matches of all other IPL editions held previously other than Dream11 IPL 2020 and 42% higher than the edition in 2019. While IPL is postponed, it left by giving us temporary relief. So, to distract you for a bit from the reality so that you can go back to helping our fellow citizens with a smile, here are a few ads from IPL this year that won our hearts in no particular order: CRED <div type="Youtube" id="j8KpV-4_mRg" title="Great for the good | ft. Rahul Dravid | CRED" thumbUrl="https://i.ytimg.com/vi/j8KpV-4_mRg/mqdefault.jpg"></div> <div type="Youtube" id="gADj-r1t08U" title="Great for the good | ft. The OGs | CRED" thumbUrl="https://i.ytimg.com/vi/gADj-r1t08U/mqdefault.jpg"></div> Dream11 <div type="Youtube" id="v3ns5NhjagQ" title="OFFICIAL DREAM11 TEAM SONG | JEMIMAH RODRIGUES | RAGHAV-ARJUN | NAKASH AZIZ | TEAM HAI TOH MAZAA HAI" thumbUrl="https://i.ytimg.com/vi/v3ns5NhjagQ/mqdefault.jpg"></div> Unacademy <div type="Youtube" id="XjBs0omto0c" title="Unacademy | When The Going Gets Tough" thumbUrl="https://i.ytimg.com/vi/XjBs0omto0c/mqdefault.jpg"></div> PhonePe <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Swiggy <div type="Youtube" id="186C0-F5vZw" title="FLAT discounts on LARGE orders! No Upper Limit!" thumbUrl="https://i.ytimg.com/vi/186C0-F5vZw/mqdefault.jpg"></div> Dairy Milk <div type="Youtube" id="YBwiXh5Hdoc" title="Cadbury Dairy Milk | Mumbai Indians | Hindi - #SayThankYou to those who stand behind us." thumbUrl="https://i.ytimg.com/vi/YBwiXh5Hdoc/mqdefault.jpg"></div> Upstox <div type="Youtube" id="HoAvJyo4c3U" title="#UpstoxStartKarkeDekho – Simple &amp; Easy Investment in Stocks, Gold, Mutual funds &amp; IPO with Upstox" thumbUrl="https://i.ytimg.com/vi/HoAvJyo4c3U/mqdefault.jpg"></div>

Despite suspension, IPL gave us a few memorable ads this year, here are our favourites

<ul><li>Shah Rukh Khan topped the report in 2019 and <keyword id="6354832" type="UNKNOWN" weightage="20" keywordseo="ms-dhoni">MS Dhoni</keyword> was at No. 1 in 2020.</li><li>As per IIHB’s report, Dream11 was the most spontaneously recalled brand in this year’s survey.</li></ul>Versatile actor <keyword id="106133" type="PERSON" weightage="20" keywordseo="Ranveer-Singh">Ranveer Singh</keyword> versus Captain Cool MS Dhoni? Well, both seem to have done equally well in the annual IPL ad recall research of the Indian Institute of Human Brands (IIHB) conducted ten days after the start of the League this year. The research polled 879 respondents in the age-group of 18-35 years (M=481, F=398) across India. The interviews were conducted telephonically. Dream11 was the most spontaneously recalled brand in this year’s survey, which possibly also helped enhance both the brand equity and recall of MS Dhoni who anchored the 12-ad series for the brand as its ambassador and protagonist. Jio Fiber, with multiple IPL teams featured with an effervescent Ranveer Singh gyrating with a sing-song brand message, came in second on recall in the research, also helping the celebrity endorser to considerably strengthen his personal recall. Byju’s was the most spontaneously recalled brand on the IPL last year; though its celebrity endorser Shah Rukh Khan trailed behind other celebrities. Virat Kohli, as expected, did well on recall too, and came third in the recall rankings. Salman Khan did surprisingly well in this year’s survey and came in at No. 4, ahead of Rishabh Pant, Rahul Dravid, Varun Dhawan, Alia Bhatt and Saurav Ganguly who followed in that sequence. Ajay Devgn, Sachin Tendulkar, Shikhar Dhawan, Shah Rukh Khan, Boman Irani, Kareena Kapoor, Ranbir Kapoor, Katrina Kaif, Ayushmann Khurrana and Akshay Kumar, on the other hand, had very few mentions and scored very poorly on respondent recall. There were sporadic mentions of Virender Sehwag and Priyanka Chopra too. In the last survey conducted in October 2020, MS Dhoni had the highest spontaneous recall as a celebrity endorser. Virat Kohli was a not-so-close second. Akshay Kumar was at rank 3; Ayushmann Khurrana at rank 4. “MS Dhoni and Ranveer Singh had a disproportionate share of visibility and recall in the IPL research we just conducted. This was in sync with the ultra-high recall of the brands they respectively endorse”, said Dr. Sandeep Goyal, Chief Mentor of IIHB. “It is interesting nevertheless to note that brands without celebrities like Phone Pe, Byju’s and others too have done well wherever media investments are heavy”. IIHB team used its proprietorial CELEBAR tool based on Celebrity Brand Association &amp; Recognition to assign a metric score to each celebrity and associated brand. The tool takes into account: <ul><li>Spontaneous recall of the brand</li><li>Spontaneous recall of the celebrity</li><li>Association between brand &amp; celebrity together </li><li>Recency of communication </li><li>Media weight behind campaign</li><li>Solus versus multiple brands using the celebrity</li></ul>MS Dhoni had a CELEBAR score of 87, up from 82 at the last IPL. His spontaneous recall was an unusually high 82%. His association with Dream 11 was also very constant at 79% from the last edition. He got 9% association with IPL/Star TV, 8% brand association with Indigo Paints, 6% with Orient Fans for Orient Fans and Livfast Solar. 2% recall came from SunFeast Yippee. So, most of Dhoni’s brand goodness got hijacked by Dream 11, much like last year. If Dhoni had only been endorsing Dream 11, his CELEBAR score would have been near 100, given his strong association with that one brand, to almost the relative exclusion of the other brands he endorses. Ranveer achieved a CELEBAR score of 86, empirically almost equal to that of MS Dhoni. But his association was more democratically spread with Jio Fiber at 56%, JD mart at 48%, My11 Circle at 22% and Bingo at 18%. Names of some other brands were mentioned by respondents but these were filtered out as they were not part of the IPL broadcast. Both MS Dhoni and Ranveer gained massively also on account of their main brands spending disproportionately large amounts of media monies which made them exponentially more visible than other competing celebrities. Virat Kohli trailed far behind the Top 2. His score of 45 on CELEBAR is mostly derived by his 94% association with MRF tyres. Bluestar is in low single digits on association. Salman Khan at a CELEBAR of 38, owes 82% recall to Rajshree elaichi and the balance to Pepsi. Rishabh Pant climbed up interestingly to No. 5 on the strength of his JSW appearances. Varun Dhawan had 76% of his recall from Lux Cozi and much lower from Frooti. Alia owed most of her recall also to Frooti with scattered mentions of Dark Fantasy. Interestingly, the IPL seems to be running no/few ads with Amitabh Bachchan, Akshay Kumar, Deepika Padukone, Ranbir Kapoor, and even with cricketers Rohit Sharma or KL Rahul or Hardik Pandya, or the media weightages behind those ads were too insignificant to be noticed by viewers. The Cred ad for Rahul Dravid was spontaneously recalled by 17% respondents but only 2% remembered Jackie Shroff and only 1% mentioned Kumar Sanu for the same brand. Mutual Funds (AMFI) ads had 22% recall but most respondents got the protagonists mixed up, with the most attributing the messaging to Dhoni and Kohli. Dream 11’s association with multiple cricketers was mentioned by many respondents but most were not sure if they remembered current creatives. Only the connect with MS Dhoni was unambiguous. Despite heavy media weights, Vimal elaichi ad featuring Ajay Devgn and Shah Rukh Khan had only an 8% recall. Netmeds with Kareena Kapoor and Renuka Shahane had a good 9% recall. Priyanka Chopra’s Appy Fizz and Katrina’s Slice were almost not recalled. Hema Malini managed 3% recall on Kent RO. Randhir Kapoor’s Asian Paints managed 4% while Kareena Kapoor’s and Pankaj Tripathi’s Berger creatives both got below 1%. Ayushmann was remembered by less than 1% in Urban Company. Gajaraj Rao was mentioned in less than 1% for Voltas. Unacademy featuring Sunil Gavaskar and Harsha Bhogle too scored poorly at 2%. Gamezy featuring KL Rahul got less than 1% recall. On the ads without celebrities, the most remembered were Phone Pe (32%), Byju’s (31%), Vivo (22%), One Plus (21%), Groww (20%), Upstox (20%), Kia (19%), MPL (18%), Bisleri (11%), PharmEasy (11%), Thums Up(9%), Coca Cola (6%), Renault Kiger (6%), Tata Safari (6%), Skoda (3%), Ajio (3%), Dark Fantasy (2%), LikedIn (2%), Raymond (2%) and Tuborg (1%). As more gets added to the broadcast as the IPL progresses, both standings of celebrities and recall of brands may change.

You Searched For "Unacademy ipl campaign" and got 8 results

Unacademy’s new IPL ad inspires the audience to learn from their own mistakes; garners 15 million views across social media channels

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We want to become a household name and are already moving in the right direction: Karan Shroff, Unacademy

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Unacademy's viral ad draws a correlation between students' desire to learn and on-field Cricket action

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Storyline: Where master storytellers tell us what goes behind crafting engaging stories that stand the test of time

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Disney+ Hotstar strengthens its content offering to attract new users as cricket lovers get ready for Vivo IPL 2021

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Unacademy's latest film is an ode to the life of its recent investor and Master Blaster, Sachin Tendulkar

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Despite suspension, IPL gave us a few memorable ads this year, here are our favourites

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Ranveer Singh and MS Dhoni are the most recalled brand ambassadors this IPL: IIHB Report

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