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Make screen time meaningful for kids, says Voot Kids’ launch campaign #MastiMeinAchhai

The film created and directed by McCann Worldgroup India for Voot Kids shows how to make screen time matter and provide access to an app that nurtures early learning by blending fun and learning for kids

Click on the Image to watch the TVC.

Voot Kids, the multi-format app for kids, has unveiled its launch brand campaign, #MastiMeinAchhai. The film highlights how Voot Kids is making screen time meaningful, shows a mother’s happy stance at the offering it is providing — lots of fun, with the goodness of learning — such that she herself introduces her son to the Voot Kids world.

The film created and directed by McCann Worldgroup India for Voot Kids is a 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.

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 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 a large and extensive content library with over 20,000 + content pieces across  e-books, audio stories, fun learn quizzes, nursery rhymes, videos, etc.

Saugato Bhowmik

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 and 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.”

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.”

Voot Kids offers a safe digital playground for them to grow up in. With great 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 50mn 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 99 per month with a seven-day free trial, the Voot Kids app is available to download on iOs and Android.

The TVC:


Client: Voot Kids

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

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