Rocket Learning, Anganwadi Centres and the government of India understands, that education is a crucial topic for parents, and that’s why launches a programme “Nutrition with Education”, with an aim of transforming the perception of Anganwadi Centers from being solely “Porridge centers” to becoming recognized as “Centres of learning”. The goal is to raise Indian mothers’ awareness on educational functions of Anganwadi Centres and motivate them to join and actively engage in their children’s education at these centers.

Any mother wishes for her child to be happy, strong, healthy and of course — educated. And this desire is born even before their child is born, presenting an opportunity for us to start a conversation that can shape the future of children as early as possible - right from the moment a mother discovers her pregnancy. Via our AI-powered chat-bot we provide expectant mothers with an opportunity to talk with their future children, prepare mentally for a child birth and develop deep understanding of the importance of pre-school education before the child is even born.

Our audience are Indian mothers, 18-35 y.o. with minimum or zero education. To effectively reach them, we leverage popular digital channels such as WhatsApp and YouTube, where our moms spend most of their time already. We keep their attention through distributing snackable content with advices on home learning activities and tips in a simple and entertaining way and motivational interview-videos.

Anganwadi workers, who are connected to each family from the time the mother in a household is pregnant till the child is of age 6, make the first contact with expecting women, presenting them our AI-chat all around India. Our national scale digital campaign will also communicate via YouTube shorts with tips and activities on domestic education, and videos based on real interviews of future mothers, motivating to start building your child’s future before he was born.