Branded study material included Poetry Rhymes CD and Colouring Books. For having a pan India distribution we ventured with 2 entities Kidzee (leading chain of nursery schools) and Cartoon Network’s Eurokids the pre school specialist (‘Learning through fun’ TV series).The Smartkid rhymes CD was distributed as part of the study material, which included Smartkid ABC poetry along with other rhymes as per the syllabus. The colouring books had Smartkid interactive creative “Help paint your child’s future” along with popular toons like Dexter, Johnny Bravo and Power Puff girls.Both these materials were further distributed across popular book stores like Crosswords, Landmark and Oxford.

At a cost of a mere 0.10 Rupee (0.0025 $ USD) per person, we were able to capture a bonding moment between parent and child. Brand awareness scores increased in that quarter from 27% to 35%, and brand preference peaked at 29%.