Play ‘N’ Learn has launched a nationwide campaign to appoint what it calls its youngest-ever chief excitement officer (CEO), inviting children aged between two and seven years to apply for the role. The initiative is designed to bring direct consumer insight into the development of play experiences while creating engagement with families across India.
The campaign takes an unconventional approach by placing children at the centre of decision-making. Rather than relying solely on adult perspectives to design and evaluate play environments, Play ‘N’ Learn is positioning its core audience as active contributors to the brand’s future experiences.
The role has been created around a simple idea: children respond to play instinctively and honestly. Through the campaign, the brand aims to capture those authentic reactions and use them to inform how its play zones, activities and experiences evolve over time.
According to the company, the selected chief excitement officer will work closely with the Play ‘N’ Learn leadership team by testing new experiences, exploring play zones and providing unfiltered feedback on activities and attractions. The initiative is intended to bring genuine consumer perspectives into the development process while reinforcing the importance of play in childhood development.
Abbas Jabalpurwala, CEO, TEEG India, said, “At Play ‘N’ Learn, we build spaces for children and have always believed that the best people to evaluate them are children themselves. Through this initiative, we want to recognize play as a critical part of child’s development and celebrate the curiosity, imagination and natural leadership they bring into every experience. We’re not looking for the most articulate candidate or the most impressive resume. Instead, we’re looking for someone who lights up the moment they walk into a room and we’ll take their cues from there.”
As part of the campaign, Play ‘N’ Learn has developed a reward package aligned with the role. The selected chief excitement officer will receive a family holiday to Singapore worth up to INR 3 lakh, including a visit to Universal Studios. The winner will also receive a one-year play pass across Play ‘N’ Learn centres, subject to terms and conditions, allowing ongoing participation in product and experience reviews.
The campaign is also designed as a social media-led consumer engagement initiative. Parents and guardians are invited to nominate their children by submitting a short video on Instagram or Facebook using the hashtag '#YoungestCEO' and tagging the brand’s social media handles. Entries are expected to showcase a child’s enthusiasm for play, opinions on what makes playtime enjoyable or their ability to create fun and excitement in everyday situations.
Beyond consumer participation, the campaign has already generated organic engagement from brands including Timezone and Emomee. Both brands have joined the conversation with contextual social media responses, extending the campaign’s visibility and contributing to broader discussions around childhood development, creativity and play.
Pooja Jauhari, CEO and founder, Emomee, said, “At Emomee, we’ve always believed that the skills children will need to lead the future are very different from what traditional systems often reward today. Curiosity, confidence, imagination, emotional intelligence and the ability to bring joy into a room are all real leadership traits. Which is why we loved Play ‘N’ Learn’s idea of appointing a Chief Excitement Officer.”
The month-long campaign commenced on 28 May and applications will remain open until 29 June. The selected chief excitement officer will be announced on 1 July 2026.
For Play ‘N’ Learn, the initiative serves as both a consumer engagement exercise and a brand-building campaign, reinforcing its positioning around child-centric experiences while generating conversations across social media and family-focused communities. The campaign also highlights the brand’s focus on incorporating direct customer feedback into the development of future play and learning experiences.
