Campaign India Team
Mar 21, 2024

The Unacademy Centre partners with Sachin Tendulkar to empower students in new campaign

The film shines a spotlight on why success for students is not just about hard work, but also the right systems of support and encouragement

Unacademy, India's largest educational platform, has launched a new brand campaign titled "The Power Behind You," featuring cricket legend Sachin Tendulkar. The campaign's centerpiece is a film shot at an Unacademy Centre, depicting Tendulkar alongside the company's educators, offering support to a student preparing for a significant examination.

The advertisement focuses on the journey of a student at an Unacademy Centre, from her arrival to receiving encouragement from Tendulkar and a wide team of supporters. It highlights the various aspects of exam preparation, underscoring the motivational support provided by Unacademy educators and their teaching methodologies. The narrative also follows the student as she navigates through her exam preparation process.

The core message of the campaign is that collaborative efforts often lead to achieving excellence, showcasing how Unacademy Centres support their learners. The background score, reminiscent of a cricket stadium cheering for Tendulkar, reinforces the theme of unwavering support from the Centres for their students. 

Reflecting on the film, former Indian cricketer and legend Sachin Tendulkar remarked, “In every challenge in my career, I found strength in the collective cheer and belief of a billion people. This profound support was more than just encouragement, it powered me to push boundaries. I see a parallel in the ambitions of young learners and Unacademy Centre’s endeavour to support them through their journey to success resonates with me on a personal level. I am happy to be on the other side, cheering on these young aspirants."

Campaign's take: It's not a pleasant discussion, but a pertinent one: The pressure on students in India with regards to their academic performance has significant implications for their mental health and well-being. Statistics indicate a concerning trend in student suicides, which have risen substantially over the years—increasing by 70% between 2011 and 2021 alone. We may motivate children to achieve their best, but often neglect the systems of support, care and encouragement that enable them to do so.

Through partnering with a well-respected, influential and successful voice such as Tendulkar's, the campaign promotes understanding among parents and families, changing the pedagogical approaches in schools and colleges. It also reinforces the need for institutions and educators to foster environments that allow students to cope with failures and challenges positively, rather than viewing them as setbacks. It might seem like an easy catch, but Tendulkar's association with such an effort is a hit for six.

Campaign India

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