Pani Kittum. Unlearn Academy.

The brief

Unlearn Academy is Trivandrum's first agency-based digital advertising academy — a school built to put practitioners in the room with students, not just lecturers. The brand needed a launch that did two things at once: introduce a new academy to a city that already has plenty of training options, and make people understand what made this one different.

Adsomia's job was to take that positioning and turn it into a campaign that could be felt across the city — online and offline, in Malayalam and English, on hoardings and in Instagram reels — without losing the core idea: at Unlearn, you don't just study, you walk out with work.

The idea — “Pani Kittum”

We coined “Pani Kittum” (പണി കിട്ടും) — Malayalam for “You'll get work.” It was deliberately the way Trivandrum actually talks. Not aspirational English. Not aspirational anything. Just the promise, in the language buyers already use to ask the question.

The campaign positioning sat under that line: “പണിയറിഞ്ഞ് പഠിച്ചിറങ്ങിയാൽ ഉടനെ!” — “Learn the work right, get hired immediately.” Education tied to outcome. Not seat-time tied to a certificate.

How we ran it — online + offline, in parallel

We covered the city. Hoardings on the main commuter routes, branding on the buses people actually take to work, sunpack posters on every other electric pole at night, wheat-paste posters on construction hoardings during the day.

Radio spots ran across all four major Malayalam stations — Big FM, Club FM, Radio Mirchi, and Red FM — timed to morning and evening commute hours. Same Pani Kittum line, in the listener's voice, on the stations they were already tuned to.

Online, an influencer roster that already had Trivandrum's attention, content built for hold-time, and a strategic Instagram push — not a content calendar, an integrated push timed to the OOH + radio waves so the same person saw the bus on the way to work, heard the radio spot in traffic, and got served the influencer reel at lunch.

What it looks like when it works

“Pani Kittum” entered the local vocabulary the way only the best campaign lines do — repeated back to us by students, parents, and Trivandrum-area marketers who hadn't been briefed on the campaign at all. That's the brand uplift signal that comes before the numbers; the numbers followed.

Fifty-four admissions enrolled from one campaign. Cost-per-lead and cost-per-click both came down materially against Unlearn's earlier launch attempts. Total return on the campaign investment landed at 6.4x — strong for a brand-led launch, exceptional given the OOH-heavy media mix.

Unlearn went from new-brand to category-default in the Trivandrum agency-training conversation. The integration was the advantage: when somebody saw the bus in the morning, the influencer reel at lunch, the radio spot on the drive home, and the sunpack at the bus stop in the evening, the brand stopped being an option and became the answer.

What Adsomia delivered

End-to-end campaign — one team, no handoffs:

• →Positioning + brand campaign concept (“Pani Kittum”) developed in-house
• →Malayalam-first creative direction across hoarding, bus, sunpack, posters, radio
• →OOH planning + buying — bus routes, hoarding sites, sunpack placements
• →Radio ad scripts + media buys across Big FM, Club FM, Radio Mirchi, Red FM (commute-hour slots)
• →Creator partnerships + influencer roster (9 Trivandrum-native creators)
• →Strategic Instagram push — timed to the OOH wave, not a generic content calendar
• →QR-code lead capture wired to unlearnacademy.in + Adsomia phone line
• →Performance + ROI reporting by channel — CPL, CPC, admission attribution

Campaign credits

• →Creative Director — Sanjana Sunil
• →Agency — Adsomia
• →Client — Unlearn Academy