Education is the only way for Indian children to turn their fortunes around and avoid low-payed jobs or even slave labor for the rest of their lives (SOS Children Villages, 2018). Indian parents are aware of this, which is why they try to invest every bit of money in private education. They believe it will ensure rewarding results, as they have no faith in the efficiency of the public education.

An Indian parent's biggest dream is their child's future, in which he or she graduates from university and goes on to earn a respectable and well-paid job. Universities in India are available to a handful of people, making education and graduation a great prestige.

We will turn every Anganwadi into "Babyversity" — the first innovative and public university for Indian children. This will ensure that the Anganwadi will be seen as educational insitutions from parent's dreams!

We are changing the perception of Anganwadi from a place that gives food to a place associated with a high level of education — the education that Indian parents dream of the most.

We will boost the prestige of Anganwadi, so that parents will begin to take it seriously as a viable opportunity for their child's development. This narrative will help us move away from being associated with a place that only offers food.

The government's face of the campaign will be President Draupadi Murmu of India. The reasons are threefold:

1. She is a symbol of social advancement, as she comes from the lowest social classes.

2. She's a mother herself which increases her credibility among our target audience.

3.Her position will asure parents that the campaign is legit.

Phase 1: The President will make an announcement that India will open 1.3 million universities! When the media picks up the news and the whole country will start talking about this unusual idea, we will broadcast a stream (YouTube Live, National TV) in which Mrs. President visits the rural Angwandi center and reopens it as a branch of our Babyversity.

Phase 2: Renaming Angwandi WhatsApp to Babyversities. Which will constantly remind parents about institution prestige.

Phase 3: Indian parents are proud of their children's school achievements and love to share photos of their children in school uniforms. We will utilize this trend by creating a simple AR filter that will allow them to "dress" their child in the outfit of a Babyversity graduate and the copy with their future profession. Thanks to geolocation, the filter will display which Babyversity the child attends.