National, 23rd January 2026: This Republic Day, KLAY, one of India’s leading and most trusted early childhood education and care brand, has launched its Republic Day campaign ‘What Is India?’. The campaign draws from the natural curiosity of preschool children to explore how early ideas of belonging and national identity begin to take shape long before children formally understand the concept of a country.
This digital campaign is designed to make parents, educators and communities reflect on how young children see India, not through history or national symbols, but through the behaviours, feelings, and relationships they observe around them. Focusing on the voices of preschoolers, the campaign redefines nationhood as an experience of inclusion, care, and shared moments in social life.
Link to the campaign –https://youtu.be/Lx9F8u1lU10
Preschoolers are not old enough to understand abstract ideas like governance or geography. But after seeing the national celebrations and the adults around the children showing pride and emotion on Republic Day, the children start asking questions about what India is. The hook “What Is India?” stems from this initial curiosity, with an understanding that children see meaning in experience rather than explanation.
The campaign is based on KLAY’s belief that the environment in which children are exposed to during their childhood plays a significant role in shaping their perception of things around them. At this stage of development, ideas of identity and belonging are expressed through an assessment of relationship, community, and emotional security in familiar environments like a classroom or a home.
Speaking on the campaign thought, Arshleen Kalra, Head of Academic, KLAY Preschools and Daycare, said, “The concept of a nation may still be alien to young children, but they do understand the intricacies of behavioural patterns and interpersonal relationships. And when they see pride in India, they seek to know what India stands for. Therefore, this campaign is an interpretation of children’s perception of the given slogan based on their everyday life experiences and interactions with others.”
With this campaign, KLAY continues to emphasis on its approach to early learning that not only focuses on academic readiness but also on social awareness, the emotional development of the child, and the sense of community. The campaign supports the belief that the building blocks of citizenship are established at an early stage and are silently cultivated by the surroundings of which children nurture and absorb knowledge.
