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Sunday, April 21, 2013

Worldoo locks brands, kids in digital space

This story first appeared in DNA Money edition on Friday, Apr 19, 2013.

Brands like ZeeQ, Cartoon Network and Amar Chitra Katha that focus on kids aged 6-12 years now have a new online destination to engage in a novel way with their target audiences.


Worldoo (www.worldoo.com), an ad-free online hangout, offers edutainment, socialising and networking opportunities for kids. It also lets brands to reach out to them.


Launched by Focus, an advertising and digital media agency, Worldoo aspires to help children-focused brands make a splash in the digital space.


Monish Ghatalia, MD of Focus, said Worldoo can take brands to a large target audience at one go and help sustain such engagement. “Worldoo is much more than just impressions and clicks.”


Live, express and play — that’s what Worldoo encourages kids to do. Popular content — books, comics, movies and games — is a given. Worldoo also provides engaging experiences for kids by way of activities and interactions with other kids and brands.


From desktops and laptops, Worldoo plans to expand to tablets and mobile devices shortly.


And brands seem to welcome this. Aparna Bhosle, head of programming, ZeeQ, said the explosion in digital equipment has transformed broadcasting. But since kids also access alternatives like the digital medium, it becomes imperative for broadcasters to announce their existence via digital initiatives as well.


This is where partnerships with online destinations like Worldoo acquire significance. For example, target audiences can now sample ZeeQ content via Worldoo.


“Technology is central to how kids consume content these days. Multi-platform systems encompassing TV, internet and mobile phone allow greater opportunities to watch favourite shows at any time,” said Bhosle.


Besides ZeeQ, a host of brands, including gamebox, zapak, JeffCorwinConnect, Warner Brothers, Shemaroo, Sony Pictures, Reliance Big Flix, Crossword, Landmark, Dreamland, Champak and Singapore’s tourist destination Sentosa, have already made Worldoo their partner.


According to Juhi Ravindranath, Turner International India’s vice-president of advertising sales in South Asia, Worldoo is “a unique idea” that “promises to create the right brand experience for consumers”.

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