Unacademy, the e-learning platform, has rolled out a new film titled ‘The Greatest Lesson,’ with brand ambassador Sachin Tendulkar. The campaign celebrates the relentless human spirit in its pursuit of excellence.

The film highlights the ‘never give up’ spirit by commemorating some of the most challenging times of the veteran cricketer’s career and his subsequent triumphs. With this campaign, the ed-tech company aims to drive the message that failures must be looked upon as stepping stones to success.

The film starts with the audience cheering Tendulkar on as he walks out onto the field and former pace bowler Shoaib Akhtar gets ready to bowl. A few frames later, Akhtar is seen hurtling down the pitch in his trademark style as Sachin takes guard. The film then cuts to Tendulkar’s ODI debut in 1989, when he was dismissed on a duck on the second ball he faced.

From there on, the film depicts some of his most notable dismissals including the ‘shoulder before wicket’ incident against Australia at Adelaide in 1999, and former umpire Steve Bucknor’s erroneous dismissal of the cricketer at Gabba in 2003. The disappointment of the fans and the consternation on Tendulkar’s face is palpable as the film progresses till it reaches a crescendo and the screen changes to read, ‘Failure. The fuel of champions.’

Thereon, the narrative changes as the film journeys through some of his most momentous comebacks that made him one of the greatest cricketers in the history of the game.

Watch the film here:

Sachin Tendulkar has entered into a multilayer partnership with Bengaluru-based online education technology company Unacademy to pick up a small stake in the platform as well as to become its brand ambassador.

The former star cricketer will also host a series of live interactive classes, which everyone can access free of cost on the Unacademy platform, company officials said on Monday.

“Over the last couple of months, Sachin decided to come on board as a strategic investor and a brand ambassador for us,” said Gaurav Munjal, cofounder and CEO of Unacademy Group.

He said the company started discussions with Tendulkar around seven months ago. “We think that having him on board will also help us achieve our mission, which is to democratise knowledge and education faster.”

Tendulkar will also work with Unacademy on developing a deeper content-led partnership, the contours of which will be revealed in the coming months.

“I feel this is a great opportunity for me to be able to reach out to as many people as possible,” Tendulkar told ET. “We just spoke about a billion plus minutes every month. We want to reach out to billions of people. And the whole idea is to allow them to have this access to talk to me and for me to be able to share my experiences with them.”

Munjal said the platform has more than 47,000 teachers, and it does more than a billion minutes of watch time every month. “The impact that we have created in every corner of the world is huge,” he said.

Though they declined to share any financial details, Tendulkar said he will be investing ample of his time. “I will be doing these interactions very frequently,” he said.