Mumbai: The edtech learning platform, Unacademy has launched its new campaign celebrating motherhood titled ‘Meri Pehli Academy’. The film commemorates the role of every mother as the first teacher, educator in every child’s life.
Conceptualised by Ogilvy, the film showcases the story of a young student - Bulbul, who is moving to a new city to live alone. It highlights how her mother has come along to help her set up the place, guiding her to do things on her own, testing and mentoring her to live her life independently. The heartfelt appreciation soon turns into a deeper realisation, as Bulbul begins to see her mother as her first academy.
The film outlines several instances which reinforce the subconscious learnings from the mother. When the mother asks Bulbul to make ‘chai’ - Bulbul learns the whereabouts of items in the kitchen and it is a metaphor for learning how to fend for yourself. When Bulbul starts unpacking her room, her mother hands her the box opener, highlighting how she is equipping Bulbul to start the new journey.
Speaking on the launch of the film, Unacademy's partner & chief marketing officer, Karan Shroff said, “Throughout our formative years, our mother figures teach us several valuable life lessons. For most of us, we do not realise during our entire lifetime, the pivotal role they play in our lives, which is that of our first educator, our first Academy.
"This year, we are commemorating the learnings we all got from our #MeriPehliAcademy with the hope that the message resonates with all our learners. It also conveys Unacademy’s promise of being a lifelong ally to learners at every step of their journey along with their mother,” he added.
Ogilvy's chief creative officer Puneet Kapoor said, “A mother is our first teacher and our first school. From learning our first lessons from her, we also learn valuable life lessons. A mother is the foundation to a child's being, her/his pillar of strength. The role that a mother plays in a child’s life, can’t be paralleled by any other human relationship. This was the genesis of the wonderful idea of the film:Maa- #MeriPehliAcademy."
