The Situation : 

Anganwadi has been traditionally considered as "Porridge Center" even though it has been transforming into a “Center of learning" with the support from Rocket Learning and the Government.

The Brief : 

Building a national awareness campaign establishing India's Anganwadi centers (day-care centers) as “Center of learning." Shifting perception to shift learning outcomes.

The Objective : 

* Create awareness and turn audiences' perception toward Anganwadi.

* Drive direct conversions effectively by using effective channels.

Collaborate with YouTube India to launch "a special "Free Premium" subscription program. - THE REAL FAMILY PLAN.

The targeted parents can get a YouTube premium for an upgraded video experience by registering for an upgraded Anganwadi education service for their children.

By connecting with the concept of "Upgrading to YouTube Premium." The audience will understand that Anganwadi has been wholly upgraded, just like Youtube Premium but for free.

Our target audience will be more price sensitive because they are generally low-income and less educated. So, the Free Premium subscription can grab their attention to our core message and create a direct conversion from YouTube Ads to WhatsApp groups, the channels they most commonly use.

If the audience skips the ad, they will receive the same ad regularly until they upgrade to the premium. So, our core campaign message - "upgraded learning experience in Anganwadi." will be conveyed effectively.

Execution :

1. Target audiences receive our 6's non-skippable ad while watching YouTube.

2. Submit the registration form for the upgraded experience on YouTube(Parents) and education in Anganwadi & WhatsApp Group (Children).

3. After subscribing, the YouTube algorithm will recommend high-quality parenting and education videos to parents for self-improvement.

4. In the sustaining phase, it's scalable to extend the campaign to other popular platforms with "The premium concept" in India, such as "Spotify," "Grammarly," and "LinkedIn”.

It's an always-on campaign and will have a quarterly review session to measure its effectiveness.