Edutainment.
About the business
An aspiring children's merchandising & licensing business. Their vision is to be the next culturally contextual Disney in India.
Brand name
Scope of work
Content marketing, Events
Year
The brief
Develop an intellectual property for kids that helps them gain knowledge through culturally superior storytelling via online video.
Our approach
Brand strategy
Platform strategy
We wanted Vedastram to be the creator that kids idolize even after they grow old. We wanted to be not just an entertainment destination, but also a source of truth across all-things-culture and education. We led with YouTube as our primary content library. The content hosted here had to be labelled "made for kids" to reduce parental concerns. The storytelling came alive in 8–10 minutes episodic content. This content was adapted to 6 local languages to drive relevance, stickiness and discoverability.
As a one-of-its-kind initiative, we also launched a parents-only community on WhatsApp which behaved a lot like any other WhatsApp group made by the school administration with parents. We shared our episode calendar, introduced "content syllabus" so that parents could plan what their kid should learn and when, and kept the community free of promotions and marketing so that parents can organically discuss parenting and foster a thriving community of like-minded individuals. We also created a feedback system through the community so that we could incorporate parents' (and kids) feedback for our episodes.
Brand extensions & achievements
We prepared Vedastram to enter modern educational institutes with custom syllabuses and visual learning modules that would create high engagement in classrooms.
We partnered with lifestyle events where kids could meet, play and learn with their favourite Vedastram characters.
In about 13 months from the inception of the idea, we reached over 1 million people and physically engaged with 50,000 families, thereby creating a revolution amongst new-age parents and how they perceive children's content and screentime for their kids.