We will focus our energies and spending on the learner experience: Karan Shroff of Unacademy


The ed-tech platform has deployed 50 YouTube channels, as part of its content strategy, to democratize online learning.

Online learning platform Unacademy has launched 50 unique educational channels in an effort to democratize education. This was announced during the first edition of the company’s flagship event ‘Unacademy One’. The channels will attempt to increase accessibility for learners in all academic and non-academic categories.

Some of these channels are built on existing content categories as offered by Unacademy. They also mark the platform’s foray into new ground, such as “Tick Tock Tax” – to simplify the concepts of direct and indirect taxation, and “Life After IIT” – a platform for cracking JEE and discussing achievements of the top rankings.

Karan Shroff, Marketing Director of Unacademy, tells AFAQS! “We have always been learner-centred. Many of these channels are the result of this exercise. Although we cover a wide range of categories, we will also look at niche segments of these categories through the new channels. »

Shroff adds that the initiative is to double down on the substance of the content Unacademy has already rolled out to YouTube and make top educators in niche categories more accessible to learners. “The approach will not only be program-focused, but will also include the essential assets that learners need outside of their program.”

The channels encompass broad categories, including NEET UG and JEE, UPSC and other post-graduation segments, and banking, SSC and defense.

In May 2022, citing the threat of a “funding winter,” Unacademy co-founder and CEO Gaurav Munjal said the company would focus on organic growth, instead of splurging on advertising .

Talking about the reduction in marketing spend and Unacademy’s new marketing mix, Shroff mentions that the brand will focus and refocus its energies and spend on the learner experience.

“Launching these channels and putting quality content online will also be part of our marketing initiatives. Although it is not an expensive exercise, it has huge benefits for learners. It’s more about the efficiency it brings to the learner journey, and that’s where the effort will be.

In a tweet in July this year, Munjal spoke about not associating with the IPL in the future. “The last three years with the IPL have been amazing. Our brand has gone to another level. I recommend all upcoming brands to partner with IPL. Our goal has changed. Hence the decision not to do the IPL next year.

The IPL accounted for a large portion of Unacademy’s media spend. In 2020, Unacademy became an official partner of IPL. The partnership was to span three seasons, ending with IPL 2022. According to media reports, the three-year deal was worth Rs 120-130 crore.

Revealing whether the IPL budget will be diverted to other marketing initiatives, Shroff explains, “The whole intent of him (Munjal) saying this is that Unacademy is taking a step in the direction of profitability. If we have to spend that money, we will actually spend it on the IPL more than on any other platform. Therefore, if we have to spend that money, IPL will always be our first choice.

The first digital platform also announced its foray into offline learning centers. The first of these “Unacademy centers” has opened in Kota and Lucknow, and will soon be followed by Jaipur, Bengaluru, Chandigarh, Ahmedabad, Patna, Pune and Delhi. These centers are launched to cater for certain courses that require additional monitoring and supervision.

Through these hubs, students can learn specific topics in the classroom itself and then return to their online courses and other available (online) study materials. This makes the learning journey much more efficient and fruitful.


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