Anganwadi day-care centers focus have historically been all about nutrition for Indian families in need. But with the arrival of Rocket Learning, these centers are now starting to become learning centers, as the possibility to enroll in these, and digitally learn with them, becomes a reality for vulnerable Indian families. How do we help position Anganwadi as these “Centers of Learning” while keeping Indians vulnerabilities and necessities in mind?

According to research, ads can consume 79% our mobile data. This is especially bad news for for the millions of low-income Indian households with limited data resources. To create a fully digital campaign and still have their vulnerabilities in mind, we will create the most data efficient mobile ad campaign in India. A campaign that will have data-saving at the core of it's look and content: no images, all-type, minimalistic design, optimized pixel usage and, to take efficiency to another level, educational exercises inside the ads for families to engage with their children. By doing this, we aspire to position Anganwadi centers as “Centers of Learning” and empower individuals to make the most of their data for meaningful purposes such as education.

Knowing that even the lowest income Indian households have access to a smartphone, we’re going to create this campaign for mobile targeting. We’re going to go for a target on the 18-35 spectrum, that has kids, lives close to Anganwadi locations, and are on the lowest socioeconomic classes as this is the target in greater need for such solutions. As of platforms were going for the usual ones such as Youtube located ads, Google ads on websites, and social media platform ads. We’re going for a fully digital campaign as it’s our best way to reach as much people as possible in a low-cost way, however, and knowing that it’s digital, we know it’ll take Indians data to consume the campaign. That’s where the idea for the campaign comes from. If we want to reach them digitally, we’ll do it in the least data-consumption way.

We’ll create multiple variants of extremely low-data ads such as banners, Youtube pre-roll static ads and social media ads, and target Indians who own a smartphone. We’ll go for those who live close to one of the 1.3 million Anganwadi daycare centers, and, most importantly, those who have children in their care. To let them know more (in a low-data way), every “Learn More” CTA on our ads will redirect them to a special Whatsapp group where they will get to know how they can start helping their kids right now with Anganwadi and Rocket Learning. The scalability of this idea will depend on the investment, which makes it highly flexible not only on that aspect, but also scalable to be used on other parts of the world if Rocket Learning ever go global.