In the film we jump between time, locations and various everyday missions, at the end we will arrive at the dining table where we are treated with a sack of peaches. With us cutting back to these moments it will constantly remind us that each fleeting second in life is a lesson with a unique take away.

Over our visuals we hear Devi’s voice, the Wife of Ketan encouraging their daughter Purva to learn the basics of life through their own lens.

Additionally we will reinforce the sense of confidence through warm visual cuts, ending with a tagline to further the sense of alignment with the message of the film.

Brief/Ask: To create a film that resonates with moms, dads and caregivers, particularly in India, motivating them to actively engage in their kid’s' education.

Situation: Public schools prioritize health and nutrition over education. Parental engagement makes a critical difference. Especially in the learning continuum from in-classroom to at-home. Rocket Learning empowers parents through simple activities. Yet, caregivers face barriers due to their own limited academic background.

Objective: Our film highlights the caregiver engagement in their child's education, fostering a desire for their children's growth. To achieve this, we aim to shift the perception that only teachers can educate and empower caregivers to confidently contribute.

Strategy and Insight

Insight: In the vibrant world of a first grader, the alphabet escapes the notice of at least 43% of low income children, while the numbers 1 to 9 fade from the recollection of 35% of these young explorers as they fail to put in the time

Insight: In the vibrant world of a first grader, the alphabet escapes the notice of at least 43% of low income children, while the numbers 1 to 9 fade from the recollection of 35% of these young explorers as they fail to put in the time to learn.

Parents also play a vital role in preparing their kids ahead of challenges of society. From brief encounters, to events and fleeting decisions they are influential teachers, shaping children’s understanding in the shortest of moments.

Target Audience: Our moms, dads and caregivers have had the privilege to experience this day after day. Making them masters who can extend this knowledge to their children at home easily.

Strategy: We give our audience confidence, by shifting the focus from ‘teachers being the only one that can teach’ to caregivers also having the skill, by leveraging on life experience.

How/Why this answers the brief:

New habits are formed within 20-30 seconds, we leverage this with a 20 seconds video to maintain the attention span. The film aims to empower our audience and encourage them to pick up this new habit of teaching their child at home, changing the lives of their children with just 30 min a day.

By giving them confidence, amplifying the caregivers daily experience and translating them to a language that is beneficial to their child’s education. We show them how to take back control in their child’s education, using the knowledge that is already inside of them.