Viacom18 has rolled out the launch campaign for Voot Kids titled #MastiMeinAchhai.
The film conceptualised by McCann Worldgroup shows a couple keeping their child away from their mobile phone. The child tries all he can but doesn't succeed. The mother finally gives in and offers the child the phone so that he can use the Voot Kids app which blends fun and learning.
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!"
The film follows a research by Viacom18 which stated that 87 per cent of Indian parents agree that mobile helps immensely with their kid’s learning.
Creative agency: McCann Worldgroup India
ECD: Abhinav Tripathi
Creative director: Richa Agrawal
Director: Kamlesh Soni (Conversation Films)
Creative director: Vikram Dhembare
Group business director: Renee Mitra
Business director: Shweta Tiwari
Team leader films: Sandesh Shirke