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Focus group launches online ecosystem for kids

Plans an investment of Rs 3 crore, eyes breakeven in 2 years with 'innovative' brand integrations

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Focus, an and agency has launched ‘worldoo’ (www.worldoo.com), first of its kind ‘online ecosystem’ for targeted towards the age of 6-12 in India.

The company has planned to invest Rs 3 crore over the next two years on technology, marketing and promotions.

is a destination on the web that offers kids an interactive experience where they can live, express and play.  Kids can consume popular content from their world of interests and earn virtual currency, which they can spend in a virtual store.

The site boasts of offerring engaging experiences for kids as it offers activities, interaction and content, all in one place.

Starting May 1, the company will launch its TV commercial on the kids networks.

The company has partnered with miniclip, the gamebox, and zapak for games and with players like Cartoon Network, National Geographic and JeffCorwinConnect for other content.

For movies and trailers, the company has partnered with Warner Bros., Shemaroo, Sony Pictures, Reliance Big Flix. For edutainment content with ZeeQ and fpr books & comics—Amar Chitra Katha, Crosswords, Landmark, Dreamland, Britanica Books, Robinage, and Champak.
Monish Ghatalia, Managing Director, Circle Group said, “Worldoo is an audience focused engagement platform for brands on the internet. The total cost of the project for the first two years, including marketing and promotions, is Rs 3 crore and we are expecting to break-even in two years.”

The company has a 70:30 revenue share with the partners, where in the will share 30% of the ad revenue generated by brand integrations. “We got confidense by the fact that both CN and NGC gave us the content. We have a barter deal for the content, and we will advertise on their platforms. And 30% of the revenue that we will generate through advertising will be shared with them,” Ghatalia explained.

Harsh Wardhan Dave, Head Experience and Brand, Worldoo, added, “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.”

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