Ad Campaigns
Unacademy launches new ad film ‘Focus | First Law of Learning’
Mumbai: Unacademy has released a new ad film ‘Focus | First Law of Learning’ to highlight another life learning from the cricket pitch of the IPL. In keeping with precedent, the film draws an interesting correlation between cricket and education and the need to stay focused.
The ninety-four-second long clip begins with the quintessential question, “Is baar IPL se kya seekha?.”
The film intersperses memorable match moments from IPL consisting of catches, run-outs and other on-field moments to deliver the importance of focusing to achieve one’s goals. As the film narrates through these highlights, it drives the message that emphasises the importance of ‘Focus’ and having a persistent and determined mind towards learning.
The film also showcases key shots of the players focusing on their catches and runs outs, despite various on-field distractions.
A key highlight of the film is the original soundtrack produced to further reiterate the message that focus is the first law of learning. The soundtrack has affirming lines like ‘Chahe Imtehaan ho Ya Khel ka maidaan ho Saara game focus ka hai’ and more to emphasise that whether cricket or academics focus makes or breaks a path.
Speaking about the launch, Unacademy chief marketing officer Karan Shroff said, “At Unacademy, we work with a central vision keeping the Learner at the core of all our decisions and especially our marketing campaigns are driven to empathise further with them in their strenuous journey of cracking goals. This year’s IPL campaign is also produced keeping a relevant life learning of focus of which we saw multiple instances during the game, helping Cricketers crack their goals. Learners go through multiple hurdles during their journey and through this film, we aim to motivate them to remain focused and determined towards their goals.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
