JWT to handle creative duties of KidZania

By Anindita Sarkar , afaqs!, Mumbai | In Advertising | April 25, 2013
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The business will be handled by the Mumbai office of the agency.



KidZania, a multi-branded theme park for kids, is all set to open its first park in India in Mumbai. The creative duties for the brand have been handed over to JWT. The agency will handle the mandate for all the parks under the brand to be launched in the country.

The Mumbai office of the agency will handle the business.

The first campaign is expected to be released in the next three-four weeks, while the first park in India, which is slated to be launched around June-July, will be located in R City mall, Ghatkopar (80,000 sq. ft.).

KidZania is a privately held Mexican company currently operating in 11 locations. It allows children to take up role plays which offer pay just like adult jobs. In India, a series of these parks will be launched in Mumbai, Delhi and Bengaluru by ImagiNation Edutainment India, which holds the franchise for the India operations.

It is learnt that actor Shah Rukh Khan owns close to 26 per cent stake in KidZania India. KidZania India is reportedly spending close to Rs 100 crore on each of the theme parks to be launched over the next three years.

Tarun Chauhan

A KidZania park is a theme city. In an ideal KidZania city, about 60 brands can participate. The first one at Mumbai will be launched with a minimum of 20 brands on board. Big Bazaar and Central of the Future Group, and Yes Bank have already tied up for the venture.

Tarun Chauhan, managing partner, JWT Mumbai confirms the news to afaqs! and mentions that it's very exciting to handle a brand like KidZania, which is one of its kind in the country as of now. "It will make children play differently and pull them away from the television sets and the play stations," he adds.

Speaking on the campaign, he states that it is too early to say what the core platform for the communication will be.

Viraj Jit Singh, chief marketing officer, KidZania India, says, "We are delighted to have JWT India on board to develop our communication strategy. Having worked with global brands across product categories, JWT brings with them a deep understanding of our target audience - kids and young parents. KidZania is a unique concept and their focus will be to bring alive the role-play experience across all platforms of communication and engagement."

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