Unacademy: Turning self doubt into self belief

Rasika Fernandes, Hardik Foflia

Examination prep app, Unacademy, connected with students and challenged the psychologically stressful coaching culture in India.

Campaign details

Brand: UnacademyBrand owner: UnacademyAgency: McCann Worldgroup IndiaMarket: IndiaSector: Educational, universitiesMedia channels: Cinema, Content marketing, Online video, Radio & audio, Social media, TelevisionBudget: 5 - 10 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 offered young Indians a springboard to a brighter future and so the pressure to crack them was immense, often leading to fatal consequences as students...

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