Unacademy: Giving the Disadvantaged, an Advantage

Monica Reddy, Abhijith Shetty

Online examination test prep app Unacademy championed disadvantaged students in India with an integrated campaign that helped them access exam coaching while boosting brand sentiment.

Campaign details

Brand: UnacademyBrand owner: Sorting Hat TechnologiesEntrant company: McCann - IndiaIdea creation: McCann BangaloreMarket: AsiaSector: Non-profit, public sector & educationMedia channels: Content marketing, Radio & audio, Outdoor, Out-of-home, Social media, Cinema, Online video, Public relationsBudget: Over 20 million

Executive summary

This case study demonstrates how Unacademy, an online competitive examination test prep app, found its purpose in championing the “Disadvantaged, yet determined students” in India, where opportunities are often inequitable.

In a poverty-stricken country like India, these exams offer young students a springboard to...

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