Background
Anganwadis, India’s public daycares, have an absenteeism problem. Indian parents don’t see the long-term value in kids attending public education, especially those who never experienced school themselves. But what if we show them how education can pay off—in a way that they’d understand better: through online shopping?
Describe the creative idea
We will launch Anganwadi Mart: a store that offers discounts based on your kid’s test scores. The better your child performs at school, the less you pay for items of nutrition and education—resources that help your kids’ development even more. These include books, pencils, bags, fruits, vegetables, and even seasonal needs like raincoats and flood boots. The discounts may start small. But as the child progresses to exams with more items and higher level of difficulty, the Anganwadi Mart will start paying off for the hard work at bigger discounts.
| Person | Company | Role |
|---|---|---|
| Henry Glo | Ogilvy & Mather Philippines | Associate Creative Director (Copy) |
| Sam Dedel | Ogilvy & Mather Philippines | Associate Creative Director (Art) |
Taken from: https://www.lovethework.com/en-GB/young_entries/anganwadi-mart-23