Big B promotes meaningful online environment for kids

Bollywood megastar Amitabh Bachchan, who is active on many different social networking sites, has joined hands with worldoo.com to promote the "virtual world" amongst kids through a campaign.

The campaign aptly named "Let's Build" aims to invite parents, kids and educators across the country to give suggestions for building a new look for the brand with new name worldoo!+.

"Today, children are born with technology in the palm of their hands, immediately preferring tablets to teddy bears! In such a scenario, it is important for parents to embrace the role that internet plays in their child's life instead of shying away from it.

"The campaign is a great gift for the children of India, and I am glad to be a part of this initiative that aims to create a meaningful online environment for kids," Big B said in a statement.

Divided into three sub categories of 'Learn', 'Express' and 'Play', participants of the feedback campaign can vote for what they would like to see in their virtual world.

The brand will unveil its new co-created online eco-system in early 2015.