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Worldoo invests Rs 2 crore in design, development and marketing

RnMTeam by RnMTeam
October 3, 2025
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Worldoo invests Rs 2 crore in design, development and marketing
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In order to offer edutainment, along with options to socialise and improve networking opportunities for kids, an advertising and digital media agency- Focus group launched one of its kind social networking website ‘Worldoo’, aimed at children aged between 6-12 years. Worldoo plans to create an ever evolving online ecosystem for kids where they can live, express and play.

Worldoo.com head-experience and brand Harsh Wardhan Dave, shares with Radioandmusic.com about the idea behind creating an engaging experience for kids with meaningful content.

Excerpts:

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How has the response been among kids?

The kids have appreciated it tremendously. In less than two months time, we have 12,000 plus kids on worldoo.com

Why did you feel the need for this platform?

Today Indian kids have become big influencers – right from which dresses/toys to buy to deciding the colour of the new car which the family is buying.

If we look at online, about 27 per cent of urban kids in India currently consume internet, through various screens be it desktops at home, parents’ laptops and even mobile phones. About 40 per cent of these kids are on the internet more than four times a week. After working with kids and kid brands for last 10 years, an important insight we got from the online space for kids was that parents feel it is not safe for kids – Even if the kid is looking up for some informative or educative data on the web (which cannot be stopped because of academic and informative needs), there may be instances where he wanders around and lands up at wrong places.

This results in huge restrictions for Indian kids. This fear of unknown pushes the parents and especially mothers to restrict kids from going online. Can you believe it – parents will give everything to their kid, but will stop them from going online.

We found a very interesting reason behind this phenomenon – most of the websites and platforms are not designed for kids. This lack of thought process and research on these websites also adds to parents’ worries about the safety of their kids online.

Internet as we all know can have numerous merits – be it education, information, increasing kid’s knowledge or even entertainment. We wanted all kids to have access to these facets of the internet, still keeping it safe and engaging. Since there was no such platform like this, we decided to create one.

These were big gaps – in what already existed and what could be created to solve this problem. So we decided to design and create something especially for Kids. That’s how worldoo.com was born.

What kind of an ecosystem are you creating here?

Worldoo is a very unique concept. We believe it is a ‘World of everything’; an ever evolving online ecosystem for kids where they can live, express and play.

Talking about these facets in details – It’s a place where kids could live – a place where they can consume content from popular sources – CN, NGC, Zee Q, Sentosa, Miniclip, Zapak, and many others which they love. They can express their creativity and imagination by designing their home, taking part in community events and much much more. We then gamified (play) the entire experience by creating a mechanism where kids get stars for every piece for content they consume. They could then use these stars to decorate their house, pick up interesting virtual things from the Doo store and hence on.

At the same time, we also wanted to create something which is very close to the real world experience – so each kids get his/her own house. Just like we work in real life, kids could consume content and earn stars. So if a kid reads up about an Ostrich on NGC land, he gets stars, which he could use for decorating his house. We also created chat for them so that they could talk to their friends. This chat is constantly moderated so that no personal information (like address, contact numbers etc) is not shared.

How important is music in Worldoo?

We believe sound plays a very crucial role in creating the right experience. When we were designing the visual elements in worldoo, we thought of doing something really interesting with sound and music.  All of us know that kids get fascinated by the most simplest of sounds – nature, people, activities and hence on. At the same time, we also had a challenge to establish the various landmarks and personalities in worldoo.com

So we decided to use variety of sounds as per the location and the characteristic traits of places and people within worldoo.com. So you hear a very soothing western classical playing in the community center where kids go and take part in various social events. In the National Geographic Channel landmark, there’s the sound of chirping birds and waterfall which jells perfectly well with the theme of nature and wildlife. Similarly there’s a croaking frog and sounds of a fly in the Jeff Corwin Connect land which is a tree house.

We even have some surprise sound effects like a trumpet in the ZeeQ quiz and that of cartoon characters playing foosball in the Cartoon Network Land. This surprises the kid as well as make these characters and events much more personal to them.

If you go to the doo crew land you will hear Nakamota laughing on jokes, Coppo Tex using his cycle dynamo to generate electricity and SDK, the dog turning a book’s pages with a specially designed equipment by Stardstrom. Again all of these go along with their respective personalities of being a jolly good fellow (Nakamota), athletic and strong (Coppo Tex) and the Inventor (Stardstrom).

As you see we have used sound and music in a very innovative way to engage kids as well as to develop and establish the various elements.

With so many social networking sites, how do you plan to create your space?

Worldoo does not have any competition, as it is a first of its kind concept. There is no other platform in the world which is dedicatedly designed for kids and has all the popular content which they consume. There is no other place in the world, where a NGC and CN share the same platform!

If you look at industry landscape, there are various websites where kids go and consume games, videos, cartoons, read books and comics, information about sports, celebrities etc. There are instances where kids even fake their age to access social networking sites. But there is no single platform specially designed for kids, which provides all these elements at a single place!

How many registrations have been recorded till date?

12,000 registrations since 16 April (day we launched) and we are aiming for approximately 100,000 signups in a year’s time.

What kind of marketing strategy has been adopted?

Digital media marketing includes banners, video ads, contests on cartoon network, Zapak kids, Miniclip, YouTube and Google display network. Worldoo Safari – society activation programmes are held in Mumbai, Pune, Delhi and Kolkata. Worldoo.com TVC on CN, Pogo, Disney, and ZeeQ is running from 1 June. We will be doing school contact programs and a lot of other initiatives like on ground activation in malls, adventure parks and film associations etc.

Any plans of promotion in other countries?

For now, our entire focus is on reaching out to Indian kids and creating engaging experiences for them on Worldoo.com. Hence we have selected our media vehicles accordingly. We will look at global roll-outs in near future.

How much has the investment been?

We wanted to create a very unique and engaging experience for kids. Hence we have invested a lot on research and choosing the right design elements in Worldoo. Overall, we have invested close to Rs 2 crore by now in the design, development and marketing of Worldoo.

Our advertising and digital media background has helped us create the right communication and selecting the right media channels to reach out to our target audiance.

What is the future for social networking sites like these in India?

With just over 10 per cent internet penetration in India today, we are looking at a large number of users and kids who have not experienced and adopted the internet till now. As the devices become cheaper and technology spreads and connects them, there’s a huge scope of growth for websites which will provide meaningful content and engaging experiences to users.

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