Unacademy's spin on failure recalls Sachin Tendulkar's noteworthy games

Ed-tech platform Unacademy has launched a campaign with ‘The Master Blaster’ Sachin Tendulkar. Titled ‘The Greatest Lesson’, the film takes us through a journey of the cricketer’s greatest failures. It is a montage of some of the noteworthy games played by Sachin during his career. Unacademy also used the moment to announce tying up with Sachin and bringing him on board as a brand ambassador.

The campaign went viral on Twitter garnering more than 18.4 million views at the time of filing this report. Conceived by Lowe Lintas Bangalore, the film sparked a row of nostalgia among Sachin fans who responded in the comment section of the video remembering the cricketer’s greatest moments on the field. Usually, brands are careful not to bring up negative ideas in their campaign such as ‘failure’ but Unacademy’s spin on the concept has appealed to viewers.

Historic Moments: The film starts with the audience cheering on the Master Blaster as he walks out onto the field and former pace bowler Shoaib Akhtar gets ready to bowl. A few frames later, Akhtar is seen hurtling down the pitch in his trademark style as Sachin takes guard. The film then cuts to Sachin’s ODI debut in 1989, when he was dismissed on a duck on the second ball he faced.

From there on, the film depicts some of Sachin’s most notable dismissals including the ‘shoulder before wicket’ incident against Australia at Adelaide in 1999, and former umpire Steve Bucknor’s erroneous dismissal of the cricketer at Gabba in 2003. The disappointment of the fans and the consternation on Sachin’s face is palpable as the film progresses till it reaches a crescendo and the screen changes to read, ‘Failure. The fuel of champions.’

Reactions on Twitter

There was an outpouring of praise for the film and nostalgia to see Sachin Tendulkar back on the field on social platforms like Twitter.

Speaking about the film, Puneet Kapoor, Regional Creative Officer, Lowe Lintas said: “Failure is a part of life. We all are bound to go through it. Ideally with grace. Whether it be an amateur learner or the god of cricket. Yet the amount of judgment it garners from the society stigmatizes it, instead of shining a light on the immense power of learning it unleashes. The sole purpose of this film is to give an apt high-pedestal and respect to failure, to inspire all learners.”

Unacademy has followed up yet another inspiring brand campaign after their hit 'Let's Crack It'. The campaign is currently live across online and offline platforms.



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