The Everything Book by DENTSU CREATIVE Mumbai


Background

Education in rural India has been a long-standing challenge due to various factors ranging from improper infrastructure, shortage of qualified teachers, and poverty, forcing children to work instead of attending school. This is where remote parts of India lag behind in the educational divide between rural and urban settlements.

High-speed internet could counter this but in many parts of India, access to reliable connectivity is a challenge. With only 5% of rural India having access to the internet, online learning is nearly impossible. While infrastructure are being built to eventually connect Indians to the internet, completion dates are not in the immediate future.

Vedantu, India's leading e-learning platform, ensures that education won't stop, no matter where you are. Ensuring the solution was easy to install and use, as well as scalable to cover a significant part of the country, the Everything Book brought uninterrupted education and connectivity to students.

Solution

A pioneer in modern education, the Everything Book is an internet signal aggregator. It houses a cloud-based AI packet broadcaster and assembler service that combines weak 2G mobile networks around it into a 4G 'Hyperspot'. It's a vast country, but this lets children connect to Vedantu from the remotest corners of India. 

Since the device is handheld and needs to be charged like a mobile phone, it can be transported anywhere easily. Children access courses for free, right from grade 1, their foundational years of education to grade 12 — a critical year in an Indian child's education.

The Everything Book was brought to life through rigorous research, curation and thoughtfully designing the most fundamental aspects of the book right from the detailing of the pages to the overall experience of making it inclusive, distinctive and easy to absorb for the minds building India's future.

Results

The campaign yielded impressive outcomes across various metrics, demonstrating its profound impact:

  • Social Media Engagement: Garnered 52 million social impressions and a significant increase in conversations surrounding looted artifacts, marking a 317% rise in public discourse.
  • Public Opinion Influence: Contributed to a shift in public sentiment, with 78% of Sunday Times readers supporting the return of artifacts like the Parthenon Marbles.
  • Trust and Reliability: Enhanced VICE World News' credibility, with 88% of readers perceiving it as a reliable source of information.
  • Social Media Growth: Achieved a remarkable 14,600% increase in TikTok followers, totaling 2.4 million, and a 40% rise in Instagram followers, reaching 1.47 million. These metrics underscored VICE's expanding reach and influence in the digital sphere.
  • Cultural Impact: Facilitated the restitution of looted artifacts, including the Benin Bronzes and Parthenon Marbles, by influential institutions such as the Smithsonian and the Vatican. This marked a significant step towards cultural heritage preservation and equity.