Pidilite partners Worldoo.com to promote Rangeela

The partnership promotes Pidilite's Rangeela range of creative products for children.

Branded content has been gaining new forms on the internet. Consider this: the super cool Mr. D is cooking up a storm on Worldoo.com by introducing a whole new series of art and craft for children.

This is a result of a partnership between Worldoo.com, an online ecosystem for kids, with Pidilite, to promote the Rangeela student's range of colors. Design Yard on Worldoo.com is one such place where kids can unleash their creative element. All they have to do is register themselves on Worldoo.com and pay a visit to Mr. D in order to be introduced to a plethora of options including designing a card, conducting some cool science experiments or making a super hero wrist band or grab hold of a parent and take up a bigger challenge.

Rangeela has a range of creative products including oil pastels, tempera colours, poster colours and gouache colours under its brand name. Pidilite industries, the largest adhesive manufacturer in India has already received good response from kids and parents alike with their products such as Rangeela Colors and Hobby Ideas.

Commenting on the partnership and promoting the product through a branded content initiative, Rahul Sinha, president of sales and marketing, consumer products, ASF Division, Pidilte Industries, says, "Our products are a great resource tool for little artists. Non toxic in nature, these colors are based on the proposition of 'Colors for Smart Kids'. We wanted to establish a connect with parents and kids and with Worldoo.com having over 60,000 users, we have found it to be an optimal place on the internet for kids to see the magic that can be created through the use of our products."

Harsh Wardhan Dave, head, experience and brand, Worldoo.com, says, "With marketers exploring unconventional media to reach out to kids, Worldoo.com is looking at partnering with relevant brands to create content that would add value to the overall time that kids spend online. Partnering with Pidilite is one step in that direction. Going forward the team is looking forward to working with brands which are effectively willing to collaborate and add to the ethos to create responsible global citizens of tomorrow."

Worldoo.com is a platform designed for kids of the age group of 6 to 12 years, globally where kids can consume popular content from national as well as international kids' brands. Earlier, Worldoo had partnered with India's home grown superhero Krrish who made his way into Worldoo. The partnership enabled its users to get a glimpse into the world of their favourite superhero and have exclusive access to the avatars of Krrish and Kaya from this superhero movie franchise.

Worldoo.com has earlier also partnered with popular kids networks such as Cartoon Network, National Geographic, Jeff Corwin Connect, Sentosa, Game Den and the ever-popular Chhota Bheem, bringing a new exciting element to look forward to each day.