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THE EVERYTHING BOOK

DENTSU CREATIVE, Gurgaon / VEDANTU / 2024

Awards:

Shortlisted Spikes Asia
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Overview

Credits

Overview

Why is this work relevant for Media?

Vedantu is an online education platform and aims to re-imagine and evolve both teaching and learning in India. Given how only 5% of rural India has access to the internet, a significant population of Indian children can't access quality education at all. Vedantu saw an opportunity to level the education playfield with a game-changing idea - taking the internet to the remotest parts of the country so children can access its courses. With The Everything Book, for the first time children across villages in India connected to high-speed internet and experienced the meaning of knowledge at their fingertips.

Background

Education in rural India has been a long-standing challenge due to various factors ranging from improper infrastructure, shortage of qualified teachers, and poverty, forcing children to work instead of attending school.

In many parts of India, access to reliable internet is a challenge. With only 5% of rural India having access to the internet, online learning is nearly impossible. While infrastructures are being built to connect Indians to the internet eventually, completion dates are not in the immediate future.

Vedantu, India’s leading e-learning platform, is helping India learn and ensuring education won’t stop, no matter where you are. 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.

Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.

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.

Describe the creative idea / insights

A pioneer in modern education, The Everything Book is a patented internet signal aggregator. It houses a cloud-based AI packet broadcaster and assembler service that combines multiple data blocks from weak mobile networks around it to provide one strong ""Hyperspot"". It's a vast country, but this lets children connect to Vedantu from the remotest corners of India. Since the device is handheld and needs to be charged like a mobile phone, it can be transported anywhere easily. Children access courses for free right from grade 1, their foundational years of education to grade 12 - a critical year in an Indian child’s education.

The Everything Book was brought to life through rigorous research, curation, and thoughtfully designing the most fundamental aspects of the book right from the detailing of the pages to the overall experience of making it inclusive, distinctive and easy to absorb for the minds building India's future.

Describe the strategy

Vedantu’s mission is to democratize education and make quality learning accessible to everyone, regardless of their location or background. Recognizing the education gap in rural India and seeing that their services could assist in bridging that gap, Vedantu focused its efforts on kids in school in the most disconnected parts of India.

While Vedantu's platform gives access to an endless learning environment, it faces the barrier of low connectivity in these remote areas and is unable to provide its services seamlessly.

The Everything Book was developed by Vedantu in partnership with Benlycos for villages where infrastructure, teachers, textbooks weren't available so children there could easily access knowledge too. The device was specifically packaged to make the kids' experience of having access to everything in the palms of their hands an inspirational one.

Describe the execution

The Everything Book by Vedantu in partnership with Benlycos was developed by a team of educators, technologists, and artists from the same regions as the disconnected children, who shared a passion for improving education and connectivity. It took the shape of a book because that is the need gap we wanted to address.

Housing the patented portable network aggregator and featuring educationally-led success stories to inspire children, The Everything Books covered 60+ villages. The effort in ergonomics and technology ensured that it was easy to carry and operate. To make it work in the most isolated areas, extensive testing was conducted to ensure connectivity met the standards required for streaming.

These were distributed in villages where infrastructure, teachers and textbooks were not available to make education accessible to all. The Everything Books let them access Vedantu's entire curriculum for free, providing an endless learning environment, making learning limitless for children.

List the results

The Everything Book is a great step by Vedantu 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. Vedantu 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 was streamed.

900 kids learned from The Everything Book.

37% increase in class attendance.

How is this work relevant to this channel?

The device was packaged to look like a book because the need-gap we're trying to address is that of uninterrupted, quality education. You open a book to gain knowledge, and you open and connect to the everything book to start your limitless learning.

The pages inside carry educationally-led success stories of people who grew up in situations similar to those of the children we're trying to inspire. Illustrations in 8 colourful regional artforms are meant to attract and help children feel that having a better future is an actual possibility. Books are easy to interact with and pass around.

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