MAM
Fun and wonder key to capturing kids’ attention
MUMBAI: What goes behind capturing the hearts and minds of Indian kids? That was what Walt Disney Television International – India’s Toon Disney marketing head Mubina Ansari and senior executive (marketing) Anand Roy dwelled on at the Promax&BDA conference in Mumbai today.
“Fun and wonder are important elements to capture kids’ attention. However kids grow old younger as they are exposed to much more at a very young age. Also the fact of the matter is that music is also one element that connects well with the kids. Close to 65 per cent of Indian kids aged 9 – 14 prefer to listen to music than watch TV,” said Ansari. Keeping these statistics in mind, Toon Disney used music to establish its channel identity.
Kids between the age of 9 – 14 years in India also have a strong sense of belonging to a group (81 per cent) and friends are important to almost 95 per cent of them. Also interesting is the fact that 92 per cent of Indian kids aged 9 – 14 years enjoy creating and inventing new things.
Disney took interactivity to the next level by creating an animated turtle – Crush (from Finding Nemo) in Turtle Talk, wherein Crush interacts with kids and informs them about marine life.
Quoting Disney founder Walt Disney, Ansari said, “Disneyland will never be completed. It will continue to grow as long as there is imagination left in the world!”
Brands
Aptronix unveils ‘Big & Beyond’ campaign, opens largest store in Hyderabad
Naga Chaitanya, Sobhita front push as retailer expands premium Apple experience
HYDERABAD: Aptronix has rolled out its most ambitious brand push yet with the launch of the ‘Big & Beyond Aptronix’ campaign, alongside the opening of its largest retail store in India.
The campaign features actors Akkineni Naga Chaitanya and Sobhita Dhulipala as brand faces, signalling a sharper focus on aspirational, experience-led retail as the company scales its presence in the premium Apple ecosystem.
At the centre of the rollout is a new 8,000 sq. ft. flagship outlet at Sarath City Capital Mall, now the largest Aptronix store in the country and among the biggest Apple Premium Reseller formats in India. The space is designed to offer immersive product discovery, personalised guidance and integrated service support, positioning the store as more than just a point of sale.
The campaign itself leans into themes of scale, ambition and accessibility, aiming to connect with a younger, increasingly design-conscious generation of Apple users. By pairing celebrity appeal with in-store experience, Aptronix is looking to deepen emotional engagement while reinforcing its premium positioning.
A key pillar remains its ‘Limitless Aptronix Exchange’ programme, which offers customers simplified upgrade paths, transparent pricing and wider access to Apple devices. The initiative has been central to driving adoption by making high-end technology more approachable for a broader audience.
Premium Lifestyle and Fashion founder & owner Sutinder Singh said the new store reflects a long-held belief that Indian consumers should have access to the best Apple retail experience without compromise. He added that the campaign’s celebrity faces mirror the brand’s core values of elegance, ambition and confidence.
Aptronix CEO Meghna Singh said the ‘Big & Beyond’ theme reflects how the company operates, with a focus on building a best-in-class retail experience. She noted that the Hyderabad launch and the campaign together signal Aptronix’s intent to set new benchmarks in the category.
With this dual push of scale and storytelling, Aptronix is not just expanding its footprint but also redefining how premium tech retail is experienced in India.
