Kunal Aman, director, marketing & communications, SAS India
Why the campaign rocks:
About 80% of the children in rural India don’t have access to quality education. High-speed internet could fix this but basic connectivity continues to be an issue in remote villages with only 5% of the population having access to it. When a challenge like this encounters ingenuity and technology, you have a recipe for success. Vedantu, the e-learning platform, paired up with Dentsu Creative and Benlycos, a last-mile internet connectivity company, to develop a creative solution that brings a patented portable network signal aggregator device that groups multiple data blocks from weak 2G mobile networks and combines them to provide one strong 4G “hyperspot”.
Imaginatively, they integrated this device into a beautifully crafted book titled, The Everything Book, which featured inspiring and illustrated real-life stories and was distributed in over 60 remote villages lacking resources such as infrastructure, books, or teachers. With 50K+ hours of Vedantu curriculum being streamed and a 37% increase in classroom attendance being observed, the campaign went on to create a positive social impact that earned them the coveted Cannes Lions at this year’s festival.
Campaign: The Everything Book
Brand: Vedantu
Agency: Dentsu Creative
— As told to Akanksha Nagar