MUMBAI: Notebook, which is India’s fast-growing after school app, is an initiative born out of the responsibility to encourage the process of learning and goes beyond being a digital product.
With a responsibility to let every child learn, the Notebook campaign "Jeb main Notebook" celebrates every child’s right to quality education. Notebook educates for the need for digital education to be better tailored to meet student needs. Notebook’s interactions with students, parents, and teachers across the current 90,000+ users gave it unique insights into the very personal issues faced by students and parents in today’s education system.
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Notebook’s interaction with students and parents is personally managed at a senior management level as the team believes in customer-centric product development and delivery. It was from these interactions that Notebook founder and CEO Achin Bhattacharyya, first came up with the idea for a series of short videos to illustrate the issues Notebook addresses. This was added to with feedback from various people within the team. For instance, the decision to make vertical videos came from some of the youngest team members who emphasized that content would have to be mobile-friendly. At the same time, senior educators helped identify the trouble students face in managing tuition classes and class workload.
Jeb Mein Classroom campaign has several shorts showcasing different situations where Notebook can help students and parents to learn with fun. Notebook co-founder Subhayu Roy added, "In today’s world, we are faced with a content surfeit. It is a common phenomenon amongst Millennials to feel that products and services delivered to them do not really understand them. Careful use of regular common faces instead of popular brand ambassadors also reinforces this oneness of the brand with real-world people as opposed to a make-believe world."
One of the series opens up where a student is trying to write quickly to match the Speed of the faculty but cannot grab his speed and thus he cannot copy everything from the blackboard. Whereas the other series shows a stack of books a girl needs to read before her exams.
The videos have no spoken lines as these issues are common to students and parents across the country, and should not be restricted by language.
In the video series, we can see, the camera is never static in the film, it's always moving along with the character, as a mere spectator trying to keep up with the character. The instrumental effect on each series holds the rhythm - alternating between fast and slow cuts depending on what is required.
The campaign thus aims to encourage its audience to enjoy complete coverage of their school syllabi on time with the help of Notebook.
The in-house notebook team has worked for the successful outcome of these videos. The production was managed by the same team at Notebook that produces high-quality educational video content for the product.
Thus, these videos are created with the express purpose of making these young students and their parents know that someone out there does, indeed, understand them and their day to day challenges.
