India’s government offers Anganwadi centers that are traditionally considered as daycares where small kids play and eat, but don’t learn. Indian parents have really big aspirations for their children’s future, so they invest a lot on their education, even low income families spend on private preschools. That’s why the government launched Nutrition with Education, a series of policy changes that turn these daycares into educational institutions.

To generate conversation and help change the perception that parents have of Anganwadi centers all over India, we will request renowned universities from UK, U.S and Australia to lend us their names to rename thousands of Anganwadi centers and generate buzz that these prestigious institutions will be opening preschools across India. Every media touchpoint will redirect you to the most used navigation system in India: Google Maps to direct parents to the preschool to enroll.

Drawing upon the insight provided by a 2019 HSBC report, which highlights that 44% of parents aspire to send their children to the US, UK, and Australia for higher education and enhanced career prospects, we have strategically identified prestigious universities in these countries. These institutions are highly regarded and are favored choices among Indian parents.. Recognizing the value associated with their names, we aim to leverage their credibility to resonate with Indian families. To maximize convenience and accessibility, we have chosen Google Maps as our primary platform. This decision is based on its widespread usage as the leading navigation application, coupled with its low data consumption. Through every digital interaction, our targeted audience will be seamlessly directed to the nearest preschool facility. By employing this comprehensive approach, we endeavor to create a compelling narrative that emphasizes the appeal and benefits of enrolling children in these new preschools.

To launch these new preschools, we will implement an extensive and impactful digital messaging campaign designed to spark discussions and raise awareness. Through various channels such as web banners, social media posts, and YouTube ads, we aim to capture the attention of the parents. The introduction of these "new preschools" will not only attract media coverage but also generate meaningful conversations that will contribute to a shift in people's perception of Anganwadi centers. By leveraging the power of digital communication and creating a buzz around these initiatives, we strive to highlight the transformation of Anganwadi centers into educational institutions. Through this strategic approach, we hope to emphasize the importance and value of early childhood education and bring about a positive change in how these centers are perceived by the general public.