Focus advt sets up Worldoo, an online ecosystem for kids

17 Apr,2013

By A Correspondent


L-R – Mr Rahool Talukdar, Head Experience and Design;Mr. Harsh Wardhan Dave, Head Experience and Brand

Advertising and digital media agency Focus has launched ‘Worldoo’ (, an ever-evolving online ecosystem, targeted towards 6-12-year-olds in India. Worldoo would offer the kids a unique interactive experience where they can live, express and play. Kids can consume the most popular content from their world of interests and earn virtual currency in the form of Stars. They can then express their creativity and ownership by designing their home and spend their earnings in a virtual store. Worldoo would create engaging experiences for kids to offer activities, interaction and content.


Monish Ghatalia, Managing Director, Focus Circle Group at the launch of ‘Worldoo’, said, “With conventional activation mediums, it is challenging for brands to reach out to a large chunk of target audiences at a single point, and even more difficult to sustain the engagement. We are confident that Worldoo will provide an edge for brands, to engage with the right target audience. It offers the right platform for brands to achieve much more than just impressions and clicks.” Worldoo has been set up at a cost of around Rs 3 crore, informed Mr Ghatalia. A marketing budget of around Rs 2 crore has been earmarked. Promotions start immediately with digital partners and on television early next month.


Worldoo aims to become kid’s favourite destination as it promises to offer ‘Something new, always’ through content that imparts both excitement and education, all in a single platform. The website would offer games from Miniclip, The Gamebox, Zapak; cartoons from Cartoon Network & Chota Bheem; animals, environment and conservation from National Geographic and JeffCorwinConnect; movies and trailers from Warner Bros, Shemaroo, Sony Pictures, Reliance Big Flix. Edutainment from ZeeQ, books and comics from Amar Chitra Katha, Crosswords, Landmark, Dreamland, Britanica Books, Robinage and Champak.


Realising the gap, the brands have associated with Worldoo through seven content sources (landmarks) nestled in an island that’s designed to be a refreshing visual treat.
Juhi Ravindranath, VP Ad sales South Asia, Turner International India, said in a communique, “At Turner, our aim has always been to push the boundaries and deliver innovative and entertaining content and experience across various platforms. Worldoo is a unique idea and we are happy to partner with Focus in a bid to create the right brand experience for consumers.”


Through Worldoo, kids can follow brands and also get tips from brands. The brands can become a part of a user’s journey, for instance, a breakfast brand can place a bowl of cereals in a Kids Home at Worldoo or a car brand can be driving through the roads of Worldoo and more such tailor-made innovations.


Harsh Wardhan Dave, Head Experience and Brand, Worldoo, concluded, “Advertising for kids, online, has always been restricted to banners, contest pages, micro sites. There is no innovation in this space in terms of customer engagement. The launch of Worldoo is a very proud moment for us, as we fill this gap for brands to think out of the box and create a real life engagement with kids through our digital platform. With all of this we are about digital engagement and not just digital marketing.”


Senior media sales professional Niloufer Dhundh who is consulting with Worldoo is set to ink sales deals with some major brands. “We have had a fantastic response to the platform and brands are bullish about the engagement opportunities on offer.”


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