Unacademy, an educational technology company based in Bangalore has awarded its media duties to Initiative India. The agency won the business following a competitive pitch process and the business will be handled by the agency’s Bangalore office. Industry estimates peg the account size at Rs 100 crore
IPG Mediabrands’ media agency, Initiate India have some renowned brands as their partners. Carlsberg, Lego, Converse, Revlon, Unilever, LG, Victoria Secret and more. This year, the agency won the media mandate of e-pharmacy brand 1mg and the media duties of Joy Personal Care and X-Men.
Vaishali Verma, chief executive officer, Initiative India, said, “The education technology industry in current times is not just a content provider but curator and hence plays a pivotal role in nation-building. Unacademy is gearing up for an aggressive marketing plan, starting with its upcoming ATL campaign, which will pave the way to an always-on communication strategy for TV and mainstream media. We are aligned on the goals, and are confident of taking the brand to the next phase of growth with our strategic and customized solutions.”
Unacademy which started as a YouTube channel by Gaurav Munjal almost a decade back in 2010. Five years later, Munjal along with co-founders Roman Saini, and Hemesh Singh founded Unacademy in its current form. This year, the platform launched the 'Plus Subscription' feature that gives learners preparing for various examinations unlimited access to live classes by the best teachers in the country. It also launched 3 new categories under the same- Law, CA and NEET PG. It also closed a $50 million Series D funding round from Steadview Capital, Sequoia India, Nexus Venture Partners, and Blume Ventures. Along with this, it also partnered with The Viral Fever (TVF) to launch its original- ‘Kota Factory.’