Quoting from chakra.org 2023 articles, moms in India doubt the quality of the teaching and learning process of Anganwadi because the teachers are untrained. That’s why, moms think they can do a better job teaching their children alone at home. Now since Anganwadi is being supported by Rocket Learning, our task was how to get moms aware that Anganwadi is changing in a good way and gain their trust to enroll their children.

To earn mothers' trust in Anganwadi and Rocket Learning, we offer real benefits to encourage enrollment by creating KINTERNGARTEN an ‘internship’ collaboration program with real big brands for kids under 7 years old who learn at Anganwadi and Rocket Learning. The “internship positions” are the job positions that parents dream of seeing their child succeed.

First, we release a digital video to educate them about the program on WhatsApp, mothers' preferred social platform. Rocket Learning then releases brand-specific "internship vacancies" exclusively for Anganwadi members through LinkedIn, WhatsApp, and major online publications to attract media attention. Interested mothers can apply via WhatsApp if their children meet the criteria. Chosen children and their mothers will be invited to a “meeting” and create a collaboration project together through WhatsApp groups and video calls. Lastly, we showcase these collaborative projects' output to inspire more mothers to enroll their children, spreading awareness and trust in Anganwadi.

In India, whether rural or not, mothers now prioritize their children's education above all else, their children's success is everything. However, they struggle to see the tangible benefits of learning with Anganwadi and Rocket Learning due to the long-term nature of education. Many choose to teach their kids alone, believing it to be a better option. To address this, we launched Kinterngarten program, collaborating with famous big brands to provide instant proof of the benefits of learning with us.

To effectively communicate with mothers, we leveraged their preferred app: WhatsApp. Initially, we engaged them through an entertaining digital video. To generate buzz we posted the vacancies on various social platforms, and moms can easily apply via WhatsApp. Selected mothers and children will have the opportunity to work closely with real teams remotely using WhatsApp. To make it more real and impactful, we share collaborative projects with a wider audience.

We first educate moms using video through WhatsApp, to generate more buzz about the vacancies we place it in various socials even online publications. Then moms all over India can apply in an easy way through WhatsApp by just replying to the bot if they meet the criteria. The criteria are simply kids aged under 7 can read, count, understand colors, etc but most important, they needed to be enrolled at Anganwadi with a certain minimum number of classes attended in the last 3 months.

The chosen child and mom will be welcomed to the brand company and collaborate on a project remotely from their hometown. Imagine 6 years old being an intern at Apple as a baby designer designing an emoji! To spread FOMO, we'll blast the collaboration product as real success proof of why should your children learn with us while subconsciously educate how important pre-primary education is.