The film lists relatable expressions that moms say when scolding their kids. These range from mundane household reminders to life lessons. There’s one for every letter of the alphabet to set up a simple truth: through this nagging, moms have been teaching all along.

The film closes with a message of reassurance. With their wealth of teaching experience through scolding, moms are more than ready for a new subject: teaching numbers and the alphabet through Rocket Learning.

There is a shortage of access to high quality education among Indian children.

Rocket Learning provides short, educational content to over 1.5 million children and their parents via government-anchored WhatsApp groups. Parents in these groups get daily play-based lessons to complete with their children.

However, Indian parents lack the confidence to teach their kids. They don’t believe they can do it because they don’t have an extensive educational background.

The task is to create a film that empowers parents, especially mothers, to take charge of their young children’s education. The objective is to encourage them to do this through Rocket Learning’s activities.

Moms are known for their unique way of telling their kids to behave. Especially mothers from the Global South. They turn the smallest things into lectures through a signature style of lovable scolding.

With this behavior, moms have already proven themselves to be teachers at heart. Their lessons hide in plain sight with every nagging-yet-caring reminder.

We’ll reference this distinct way of lecturing to reassure our target moms that they’ve already been teaching all along. They’ve taught their kids everything they know, after all. Numbers and letters are just another subject that they’re more than ready for. Especially when they have everything they need on Rocket Learning.