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...