iWorld
Cosmos-Maya acquires rights to ‘The Smurfs’, ‘Boonie Bears’, ‘Little Baby Bum’
MUMBAI: Cosmos-Maya has acquired the Hindi language rights to the widely popular series The Smurfs. The series had premiered on its YouTube channel WowKidz on 19 December 2018.
The company has also acquired the English language rights of the successful Chinese franchise Boonie Bears and the same will be aired on WowKidz for the holiday season. For the pre-school category, WowKidz will begin airing content from the massively popular YouTube channel Little Baby Bum.
Bablu Dablu, the Hindi version of the show, has garnered around 400 million views on the channel.
Commenting on the acquisition, Cosmos-Maya CEO Anish Mehta said, “It has been our endeavour to provide the best in class entertainment for kids across the globe. Now with iconic global brands from The Smurfs to really popular digital IPs like Little Baby Bum to one of China’s biggest IPs, Boonie Bears, WowKidz has a diversified mix of great content and kids will not have to look for any other destination when it comes to entertainment this festive season.”
WowKidz currently provides a wide range of domestic and international shows in 8 languages to its subscriber base of more than 13 million. The channel offers an eclectic mix of shows across 20 diverse sub-brands like WowKidz Action, WowKidz Comedy, WowKidz Rhymes, and more. Apart from its brimming domestic catalogue, it also features foreign shows like Simba, a spin-off of Lion King, Jungle Book, Hotwheels, Jackie Chan, and Lilly The Witch among others.
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
