India has the world's largest daycare network with over 1.3 million Anganwadi centers serving 30 million children aged 3-6. Traditionally, these centers focused on nutrition, health, with limited emphasis on education.

The brief is to establish Anganwadi centers as "Centres of learning" through a national awareness campaign. Shift perception to improve learning outcomes. Rocket Learning provides educational support, technology, and upskilling to empower Anganwadi workers and parents.

The main objectives are ensuring equitable access to early education, create digital learning communities for parents, and raise awareness among low-income parents, about the potential of Anganwadi centers and their role in early education.

Food providers has always been the role of daycare centers. We don’t need to denied it, we just need to inform parents that daycare centers offer more than just food - they provide quality education.

Parents always want the best for children. However, not all parents in remote areas can image the benefits of early education for their children. They need something tangible to grasp the idea that education improves future quality of life, like better food. Food and education are intertwined.

Through Rocket Learning's parents feedback mechanism on WhatsApp, we visually demonstrate the concept of "earlier education, better food" using food stickers. As parents accumulate more teaching time, they can exchange for stickers depicting more indulgent meals. The ultimate reward is a real feast.

This mechanism clearly conveys our idea: early and prolonged education creates a better life for children, turning virtual delicious nutrition into a reality.

Daycare centers collect phone numbers of parents who attend before and add them on WhatsApp.

Attract parents who desire a better life for their children through WhatsApp Statuses featuring a picture of deluxe meals, with sentence:"Reserve now for your child."

If parents respond to the statuses, they be added to a WhatsApp group and receive an e-menu with three options: basic, premium, and deluxe combo meals：

-Parents get one basic combo meal sticker by sending a feedback of their child's learning.

-After one week of engagement, the sticker will upgrade to a premium combo meal.

-Accumulating a month of check-ins enables parents to redeem a deluxe combo sticker, providing their child with a delightful meal at the center.

Each sticker will be customized with the child's name to prevent misuse.

Each child can only redeem one deluxe combo meal for the same menu, ensuring that sticker reuse is avoided.

To launch the campaign, we'll collect phone numbers from daycare centers and communicate via WhatsApp. Selecting parents who want a better life for their children, they'll be added to Rocket Learning's WhatsApp group and share the daily feedback videos, stickers, and meal photos, fostering encouragement.

We use food as a relatable symbol, conveying the message that early education can turn the ideal life into reality. This motivates parents to lead their children in learning through Rocket Learning, forming long-term home-based habits.

Each group becomes a digital learning community. Offline contact with daycare centers in different areas will initiate the creation of online WhatsApp groups.

Integration of same-language groups under centralized management of Rocket Learning and Daycare centers through WhatsApp Community enables a nationwide, long-term, and easily disseminated digital marketing solution using understandable visual elements like stickers and digital menus.