With the IPL 2021 being indefinitely suspended in the wake of several key players testing positive for the Covid-19, the tournament’s official partner Unacademy has decided to halt campaigns that were run during the tournament. The campaign was curated to suit the game. However, all of its other marketing initiatives will continue to run without any changes.
Speaking about the same with exchage4media.com, Karan Shroff, CMO of Unacademy said, “We support any decision that the BCCI takes in the favour of its players and the welfare of the league. We will be putting our IPL campaign on halt for now as it was crafted to be a part of the live experience and made sense running between the match overs.”
Shroff also added the brand was considering changing up the commercial promos if the tournament returns in September-October, as is being speculated right now.
Unacademy’s IPL 2021 campaign was a unique attempt at marketing, conceptualized by Lowe Lintas, and Directed by Suresh Triveni. It featured a commentary box banter setup between Harsha Bhogle-Sunil Gavaskar and Aakash Chopra-Virendra Sehwag.
The 15-second short clips, complemented by old IPL footage, created an impression of the match getting resumed after the commercial breaks. The commentators seemingly in the middle of match commentary start talking about Uncademy’s offerings.
Shroff also shared some creative details regarding these commercials. The commentary box set was to be made as authentic as possible, so they featured brand logos from all the sponsors in the background and used similar cameras that are otherwise present in the commentary box. They also added the on-ground footage from their last year’s IPL summary video.
The campaign was well received by the netizens with some even calling it the best IPL campaign this year. As per Shroff, the campaign did deliver great results for the brand in terms of search volumes and platform registrations that spiked up significantly.