KidZania Mumbai proudly announces Brand Partnership with YES Bank'

Company Brief

Mumbai, January 07, 2013

KidZania, the world’s fastest growing edutainment brand brings in the New Year with a major brand partnership with YES Bank, India's fourth largest private sector bank. Shortly after KidZania announced its entry plans at a recently held Press Conference, YES Bank has come onboard with a long term commitment to nourish India’s future generations' knowledge periphery, as the official sponsor of the Bank establishment at the KidZania Mumbai facility. KidZania partners with YES Bank to teach kids the nuances of managing funds and impart financial literacy in an interesting role-playing concept.

Just like in the real world, the KidZania city has its own functioning economy and currency (kidZos) and the bank plays an important role and service in imparting financial literacy and career choices in the world of banking. YES Bank establishment at KidZania is the city’s exclusive financial institution responsible for the management and distribution of the nation’s currency, the "kidZos" which makes it an extremely important destination for visitors. At the entry of the center a child gets a traveller's cheque from the bank which he needs to give to the teller to encash for the local currency (kidZos). They can even withdraw kidZos from a YES Bank ATM placed at different parts of the facility. The kids get to be either a Bank Customer or a Bank Teller. Kids learn the value of money as they have to earn, spend and save kidZos.

Speaking on the occasion, Mr. Rana Kapoor, Founder, Managing Director and CEO, YES Bank said, “This association is an experiential combination of two organizations that have a strong commitment towards the future generations of our country. At YES Bank, we believe that the knowledge and skill development of our nation’s children should be provided with a conducive environment that empowers them, teaches them and opens their minds to new experiences at a young age. We are certain that this creative platform will help inculcate the basic nuances of banking and generate greater awareness of prudent financial habits amongst children.”

Mr. Sanjeev Kumar, Director and CEO, KidZania India, said, "It’s important for us to partner with brands that are aligned to our philosophy of empowering tomorrow's generation by providing a development platform for kids today. It is a privilege to have YES Bank as our partner for the Bank establishment in KidZania Mumbai. YES Bank's endeavor to deliver an unprecedented and delightful Banking experience to its customers is in sync with KidZania's goal of providing a safe, enjoyable and educational experience to the children of India.”

KidZania is an edutainment concept that combines education and entertainment, rendering real life experiences that empower, inspire and educate children. It engages kids between 4 to 14 yrs with environmental stewardship, career exploration and social consciousness activities. It’s built to the size and scale for children and emulates the workings of a real city. The indoor city, complete with buildings, paved streets, vehicles, a functioning economy, and recognizable destinations in the form of "establishments" sponsored and branded by leading multi-national and local brands. These brand partners are aligned with KidZania's philosophy to help kids strengthen their ability to manage their world through key aspects of learning, ranging from society functions, financial literacy, adult professions and team work. Brand partnerships build realism to the experience, making it authentic, immersive and rewarding.

KidZania is also a great platform for brands in creating a sustainable engagement with kids. They work closely with their partners so that kids undergo an experience which resembles the activities that the brand and its operations have in reality. It is all about the experience as kids don't just consume a product; they examine it, create it, build it, deliver it, buy it and sell it. It’s an ideal setting for educating children on how products are made and services are delivered. At KidZania, kids interact with brands at all levels in a seamlessly comprehensive way. KidZania brings brands to life and brands add authenticity to the experience. KidZania has over 550 brand partnerships across its centers globally.

Bollywood superstar and popular icon amongst children, Shah Rukh Khan is instrumental in bringing the brand to India. The first center of KidZania in India is slated to open the second quarter of 2013 at R City Mall, Mumbai. The family entertainment indoor theme park is spread across 75,000 square feet, and will have buildings, paved streets, vehicles and recognizable destinations, offering kids more than 75 role-playing options in its 60 establishments. Following the KidZania Mumbai launch will be KidZania centers in the National Capital Region and Bengaluru. Till date, KidZania has a footprint in 8 countries worldwide across 11 centers, with 12 more centers under development and to be launched by 2014.

For further information, please contact

Genesis BM

Roslyn Sinha –

Mobile: +919930196980

Email: roslyn.sinha@genesisbm.com