Unacademy, an official partner of the IPL this season, rolled out a film ahead of the final of the tournament.
Conceptualised by Lowe Lintas, the film titled ‘cracking the game’ shows a correlation between cricket moments seen on field during the tournament and educational concepts such as Darwin's theory of evolution, the link between speed and distance, magnetic induction and more.
Sonal Mishra, director, marketing, 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."
Puneet Kapoor, 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."
Unacademy's association with the tournament has seen the introduction of initiatives like ‘Unacademy Ask the Expert’, ‘Unacademy Learn from the Best’, ‘Unacademy Fan of the Match’, and ‘Unacademy Cracking Sixes’.
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