VOOT Kids’ #MastiMeinAchhai marketing plan to reach 50 mn households

Close on the heels of Viacom18 turning its kids’ offering on their OTT platform VOOT into an independent multi-format app offering audio books, e-books, content, and quizzes, VOOT Kids has unveiled its launch brand campaign, #MastiMeinAchhai. 

Built around a child’s unending pursuit of his parents’ mobile phone, the film highlights a mother’s unhesitant approach to introduce the VOOT Kids world to her child, which makes screen time meaningful like never before. 

The film, created and directed by McCann Worldgroup India for VOOT Kids, is a charming reminder that in today’s digital age, rather than keeping the kids away from screens, it is more important to make that screen time matter and provide access to an app that nurtures early learning by blending fun and learning together. 

According to a Kantar research undertaken 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. Keeping that as the focus, the film sheds light on the significance of letting kids explore the choicest of content in versatile and interactive formats across Watch, Read, Listen and Learn that genuinely define ‘edutainment’. It also emphasises that kids’ digital journey can become more engaging with parents co-viewing, monitoring and moderating 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 has one of the largest and most extensive content library with 20,000+ content pieces across e-books, audio stories, fun learn quizzes, nursery rhymes, videos and more. 

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Commenting on the campaign, Saugato Bhowmik, Business Head, VOOT Kids, said, “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, said, “The story in the film revolving around the constant tussle between parent and child over mobile screen time is a highly relatable one and will find resonance in every household with kids in India, we feel. What is fun to watch in the film, is the story told both from the perspective of the kid and the parent. The little boy, a bonafide James Bond scheming and plotting for his parents’ mobile phone, and the parent who is in-the-know all along. 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!”. 

Kids of today are digital natives, and VOOT Kids with its largest repository of content experiences offers a safe digital playground for them to grow up in. Accredicted by the Early Childhood Association, VOOT Kids has parental features that equip parents with tools to evaluate progress, limit screen time and track content, it is a step towards solving parents’ concerns around enriching their kid’s screen time. 

VOOT Kids will bring alive the ‘Masti Main Acchai’ brand idea 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. Priced at Rs 799 for a year with a 30-day free trial and Rs 99 per month with a 7-day free trial, the VOOT Kids app is available to download on iOs and Android. 

Campaign Credits:

ECD: Abhinav Tripathi

Creative director: Richa Agrawal

Director: Kamlesh Soni (Conversation Films)

Creative director: Vikram Dhembare

Creative Agency: McCann

Group business Director: Renee Mitra

Business Direvtor: Shweta Tiwari

Team leader Films: Sandesh Shirke