Design > Communication Design

THE EVERYTHING BOOK

DENTSU CREATIVE, Gurgaon / VEDANTU / 2023

Awards:

Bronze Cannes Lions
CampaignCampaign(opens in a new tab)
Supporting Images
Supporting Images
Supporting Images

Overview

Credits

Overview

Background

Education in rural India has been a long-standing challenge due to various factors like improper infrastructure, shortage of qualified teachers, and unavailability of updated study material. 80% of children in rural India don’t have access to quality education. High-speed internet could fix that, but only 5% of the population has access to it. While infrastructure is being built to connect Indians to the internet, completion dates are not in the immediate future.

Vedantu, India's leading e-learning platform, wanted to democratize education and connect disconnected kids to the opportunities they deserve. With a long-term objective of building a stronger workforce that would come from these isolated areas, Vedantu wanted to bridge this need-gap for the 80% of rural kids in India. All while ensuring the solution was easy to install and use, as well as scalable to cover a significant part of the country, bringing uninterrupted education and connectivity to students.

Describe the creative idea

80% of children in rural India don’t have access to quality education. High-speed internet could help, but just 5% of the population can access it.

Vedantu aims to make education available for all and Benlycos wishes to meet the last-mile connectivity challenge. So, they collaborated and created The Everything Book. Operating as an internet signal aggregator, it combines weak 2G signals around it to form one strong Hyperspot giving these kids access to Vedantu’s curriculum for free.

The book is a technological device, but also a piece of inspiration. It features success stories of rural kids illustrated in regional art forms to inspire young minds, fusing traditional art forms beautifully with modern-day elements.

With a vision to democratise education, The Everything Book connects disconnected kids with their dreams. To date, these books have been distributed in 60+ villages and have changed the lives of 900 kids.

Describe the execution

The Everything Book was developed by a team of educators, technologists and artists who shared a passion for improving education. It houses the patented portable network aggregator and features educationally-led success stories illustrated in regional art forms to inspire young minds.

It is a piece of art fusing traditional art forms with modern-day elements. The illustrations paint a picture of India’s cultural heritage and regional art styles. The cover in Rogan art form with 4 concentric circles and the Infinite Knowledge button are a gateway to the infinite opportunities this book could offer to these kids.

The pages inside showcase 8 traditional art forms: Madhubani, Awadhi, Chitrakathi, Kalamkari, Pichwai, Rajput, Sikkimese Thangka and Kerala Mural done by 9 illustrators from across the country. The colourful illustrations sparked imagination of the kids and inspired them to dream big.

The books were distributed in 60+ villages and changed lives of 900 kids.

List the results

The Everything Book is an excellent step by Vedantu and Benylcos towards democratizing education. There is so much potential in what has been lost because of a lack of access to the right resources in rural India, and the book has started bridging the gap for. These young children now have a fair chance of turning their dreams into a reality, in turn inspiring the generation of kids to come. The Everything Book was able to connect with and help an audience that was for many reasons being missed by similar efforts being made towards the cause.

And the results speak for themselves:

The Everything Books covered 60+ rural villages.

50K+ hours of Vedantu content were streamed.

900 kids learned from The Everything Book.

37% increase in class attendance.

Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?

India is a vast country, with terrains and cultures changing over distances. And kids in remote parts of India get disconnected from quality education, teachers, infrastructure and hence opportunities. While urban India is moulding itself per the needs of today, rural India still upholds older ways of being. They are closer to culture but aren't aware of the progress. While the sky is limitless, the children of rural India are still seeing a restricted view of the sky. They accept the lack of opportunities as their fate and henceforth had to be inspired by relatable stories of people around them.

The idea to use traditional art styles was to help make this advanced piece of tech inspire them. The drawings paired with stories that came from villages like theirs was to illustrate to them simply how life can change for the better with the right knowledge and tools.

More Entries from Promotional Printed Media in Design

24 items

Grand Prix Cannes Lions
ADLAM - AN ALPHABET TO PRESERVE A CULTURE

Design-driven Effectiveness

ADLAM - AN ALPHABET TO PRESERVE A CULTURE

MICROSOFT, McCANN

(opens in a new tab)

More Entries from DENTSU CREATIVE

24 items

Grand Prix Cannes Lions
THE UNFILTERED HISTORY TOUR

Media / Entertainment

THE UNFILTERED HISTORY TOUR

VICE, DENTSU CREATIVE

(opens in a new tab)