As Anganwadi centres in India are undergoing a transformation in their educational standards, there’s an opportunity to change people’s perceptions and fuel parents with the confidence they need that their children will be able to fulfil their lifelong aspirations with correct guidance and knowledge. With their development into ‘centres of learning’, along with the assistance of the EdTech non profit organisation, Rocket Learning, children can now feel empowered to chase their dreams, define their goals and discover their true potential.

The campaign ‘Untitled Dreams’ revolves around the idea of aspirations and being able to define and chase your dreams, through the power of education. Just like an untitled folder that holds limitless possibilities, so do children in Anganwadi centres who are now given the opportunity to put a name to their dreams and shape their own path.

There’s an untapped potential within every child which, through the transformative power of

education, they can grab onto with both hands, while fostering an emotional connection with their parents along the way to embark on a path of discovery and growth.

In order to change the perception of Anganwadi centres, we aim to evoke emotions and tug on the heartstrings of parents, who aspire for a better future for their children. The digital mechanisms of WhatsApp and YouTube are relevant and established ways to reach a greater number of parents, in propelling and empowering them to guide their children to learn, connect and evolve. Through already existing government data regarding Indian parents, we will be able to kickstart our advertising through the messaging platform and through motivational activations, inspire them to guide their children to forge a better future for themselves.

By leveraging ads through WhatsApp to send out question activations about the idea of dreams and fulfilment, we aim to entice parents to actively participate in their child’s learning journey and support them in reaching their full potential. The frequency of the ads will contribute to sparking curiosity, driving awareness and intriguing parents to envision a better future for their children. Through ongoing banners, we will reach a greater audience and further establish our key message, which is for children to feel empowered to fulfil their paths and thrive. Micro animated versions of the banners will be published on YouTube Ads, with a clickable link to the Whatsapp Quiz Bot, where parents will receive some simple questions to maximise engagement, while fostering a supporting learning environment. Untitled Dreams will run for 1 year, with 3 months focused on launching our messaging, and then proceeding with the banners and YouTube ads.