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Kidzania lets kids build their scrapbook of memories this summer

The new campaign will be spread across print, radio, digital and OOH, while an earlier TVC, created by JWT last year, will also be re-run across television channels

BestMediaInfo Bureau | Mumbai | April 20, 2015

Kidzania-Scrapbook

Kidzania, a global chain of indoor family theme parks, has released the brand’s second campaign in India. The park, which has a presence in India with its first outlet in Mumbai, has embarked on the ‘My summer scrapbook’ campaign to communicate the message of creating experiences for kids at their park, which can then be saved for posterity. The new campaign will be spread across mediums, including television, where the brand TVC created last year by JWT, will be aired.

Commenting on the campaign, Viraj Jit Singh, CMO, Kidzania India, said, “We launched Kidzania with the ‘A nation is born’ campaign to promote the destination where kids will behave like adults, and learn something new at every step. This year, we decided to have kids come over to build memories for years to come, and that’s how the ‘My summer scrapbook’ campaign came about. Kids visiting the outlet will be able to create a digital scrapbook to store the memories from the experiences at Kidzania.”

Sharing details on the marketing spends, Singh informed that television would continue to receive a major chunk of the spends, with over 40 per cent of the budget allocated for the medium. While 35 per cent of the budgets have been earmarked for print; radio and digital spends will be in the range of 15 per cent and 10 per cent, respectively.

In the last 18 months of the store’s opening, the lone Indian outlet has managed to attract over 600,000 footfalls, including over 125,000 school students. Brands such as Coca-Cola, Cadbury Dairy Milk, Mad Over Donuts, Kellogg’s Chocos, Central, Big Bazaar, Bajaj Electricals, Birla Sun Life Insurance, Yes Bank, Godrej Security Solutions, Nerolac, Shiamak Davar International (India), Furtados School of Music, Radio City, The Times of India, Star India and Amity University are among the partners of the Indian outlet.

Speaking about future plans, Singh informed that the second outlet would open its doors in the Delhi NCR by the first quarter of 2016 at Entertainment City, Noida and would be spread over an area of 97,000 sq ft across three levels in a standalone structure.

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