Unacademy: Challenging the coaching culture of India

Unacademy, an online teaching platform, launched a campaign to tackle the negative coaching culture in India and provide more support for students.

Campaign details

Brand: UnacademyBrand owner: UnacademyEntrant company: McCann, BangaloreMarket: IndiaSector: Educational, universitiesMedia channels: Cinema, Competitions & contests, Content marketing, Merchandise & free gifts, Online video, Public relations, Radio & audio, TelevisionBudget: 3 - 5 million

Executive summary

This case study demonstrates how Unacademy, an online competitive examination test prep app found its purpose in challenging the psychologically stressful coaching culture in India.

In a poverty-stricken country, these exams offer young Indians a springboard to a brighter future and so the pressure to crack them is immense, often...

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