Tournament partner Unacademy leveraged the resumption of the Indian Premier League (IPL) 2021 through an integrated activation programme based around the idea of learning from mistakes.
The campaign, titled ‘Mistakes – The Greatest Teacher’, marks the second year of the EdTech company’s official sponsorship of the IPL and aims to inspire all students to learn from their mistakes.
The hero spot, conceptualised by creative agency Lowe Lintas, follows on the footsteps of the brand’s previous IPL linked creative and draws interesting correlations between cricket and education based around providing an inspirational message for young viewers.
The tournament resumption spot equates on-field misses in cricket with academic mistakes and urges all students – whether professional cricketers or those at school – to embrace mistakes and learn from them.
The 70-second spot sees brand ambassador Sachin Tendulkar asking fundamental question and then cuts to a student who introduces the theme of the film – learning from mistakes. The following narrative intersperses match moments like missed catches, failed run outs, miss fields, and other embarrassing incidents with cutaways of students. The aim is to drove home the message that making mistakes is an inevitable part of learning and it’s important to take every obstacle in your stride.
The spot is set to the soundtrack ‘Remember (Walking In The Sand)’ by George Morton with the voices of Jaaved Jaaferi and Tiara Arpit, while the song ‘Oh No’ was chosen to reiterate the message that before you say ‘Oh No’ to the mistakes.
This IPL season, let’s cheer our mistakes as well as those of our favourite teams. Because mistakes are beautiful, and they make us better and stronger! #MistakesTheGreatestTeacher #IPLUnacademyFilm pic.twitter.com/xfqH2SQFLa
— Unacademy (@unacademy) October 11, 2021
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Just a few minutes of the film was released it had notched up hundreds of thousands of views across social media platforms and was trending number one on Twitter. After six hours it had racked up 15m views across social media and digital platforms. Twitter alone accounted for over 3.9m views.
The spot leverages the September/October IPL resumption in the UAE after the initial tournament in India was shut down in May due to spiking Covid-19 cases.
Unacademy’s latest IPL film dovetail’s with its previous IPL Cracking the Game activation programme which included ‘The Greatest Lesson’ in March 2021 and the ‘Great Learning For Great Careers’ in October starring Indian cricket icons Sachin Tendulkar and Virat Kohli.
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