Viacom18's multi-format app for kids, VOOT Kids unveiled its launch brand campaign, #MastiMeinAchhai. The film highlights how VOOT Kids is making screen time meaningful. Conceptualised by McCann Worldgroup India, it showcases a mother's happiness at what VOOT Kids is able to offer. In the film, the mother introduces her son to VOOT Kids. It is directed to be a charming reminder that in today’s digital age when keeping a child away from a screen is difficult, VOOT Kids can make screen time meaningful in a non-preachy manner.
According to research undertaken by Kantar for Viacom18, 87 per cent of Indian parents agree that mobile helps immensely with their kid’s learning, with as much as 84 per cent believing that mobile, in fact, helps them learn faster than a book.
The film in line with the findings emphasises that kids’ digital journeys can become more engaging with parents co-viewing, monitoring and moderating the content kids are consuming. The TVC showcases a young kid’s multiple unsuccessful attempts in accessing his parent’s phone to finally being surprised by his mother who introduces him to the world of VOOT Kids, which boasts a content library of over 20,000+ pieces across e-books, audio stories, quizzes, nursery rhymes, videos and more.
Saugato Bhowmik, business head, VOOT Kids, says in a media statement, “Digital literacy is important, and we strongly, believe parents play a pivotal role in making the digital journey of their kids more profound by exposing them to appropriate and entertaining content. VOOT Kids is the only app to offer ‘Watch, Read, Listen & Learn’ all in one platform and our brand campaign #MastiMeinAchhai decodes this proposition and bridges the gap for parents and kids to explore edutainment in its truest form.”
Speaking on the key insight that lead to the campaign ideas, Abhinav Tripathi, Executive Creative Director, McCann Worldgroup India adds, “We feel, the story — the constant tussle between parent and child over mobile screen time — is highly relatable and one that will find resonance in every Indian household with kids. What’s fun to watch is that the story is told both from the perspectives, — the kid and the parent. The nostalgic track Akkad Bakkad takes us down memory lane, captures the mood and sentiment of the ‘cat and mouse’ situations and complements the film perfectly!”
Viacom18 intends to bring alive the ‘Masti Mein Acchai’ campaign through a high decibel integrated marketing plan that will reach over 50 million households driven by a mix of television, print, on-air, on-ground activations and digital outreach.
VOOT Kids is a subscription led platform priced at Rs 799 for a year with a 30-day free trial and Rs 99 per month with a 7-day free trial.