Digital
Milo levels up as his world turns into a playful new app adventure
MUMBAI: Milo isn’t just exploring jobs anymore, he’s taking them digital. The preschool favourite has officially jumped from screen to touchscreen with MILO’s World, a brand-new app that expands the beloved universe into a tap-and-learn playground for young adventurers.
Now available on both the Apple Store and Google Play, the app has been developed by Overtek Studio and draws directly from the characters, settings and spirit of the show’s first two seasons. True to the series’ core idea of celebrating the wide world of work, MILO’s World introduces children to a mix of professions classic and quirky through simple, intuitive mini-games. Whether a kid fancies being a detective, a florist, or something in between, Milo Town has a role ready to explore.
As children complete activities, they unlock Milo Town stickers to build their own digital album, rewarding curiosity just as much as competence. And because creativity is a job in itself, the app includes a ‘Paint and Colour’ section where fans can let loose with crayons, palettes and imagination on their favourite characters.
For young fans who want more story than gameplay, ‘Milo TV’ offers clips from the series and videos introducing the core cast. A dedicated ‘Activities’ tab adds printable sheets for children who want to take Milo into the real world, a nod to the show’s mission of blending learning with play.
“We wanted to introduce children to the world of professions in a fun and interactive way,” said DeAPlaneta e ntertainment head of gaming and interactive IPs Jimena Tormo. “MILO’s World is a safe, colourful environment full of adventures where children can explore different professions, some rather unusual and develop their creativity alongside the inhabitants of Milo Town.”
The launch follows last summer’s introduction of a short-form MILO series, marking the latest chapter in the brand’s expanding ecosystem. Fully owned by DeAPlaneta Entertainment, the MILO franchise is now moving decisively into the interactive space as the company strengthens both its licensing operations and its global footprint.
MILO’s World follows a freemium model, offering a free beta version and a full paid version. The full version will be priced at €4.99 on 27 November for its launch. During the Black Friday week, from 28 November, the price drops to €2.99, before settling at its standard rate of €5.99.
The app arrives on the back of a franchise that has already made Milo a preschool heavyweight. Since premiering on Channel 5’s Milkshake! in 2021, MILO has grown into a worldwide favourite airing in over 170 countries across four continents. In autumn 2024, Milo debuted in the United States on PBS Kids, and a third season is currently in development for a 2026 release.
With MILO’s World, the curious orange kitten steps confidently into the digital frontier proving once again that in Milo Town, every job, every skill and now every tap truly is amazing.
Digital
Ethical AI must benefit society, not dominate it, says WFEB chief Sanjay Pradhan at IAA event
At Mumbai event, ethics expert urges businesses and governments to shape AI responsibly
MUMBAI: Artificial intelligence may be racing ahead at lightning speed, but its direction must still be guided by human conscience. That was the central message delivered by Sanjay Pradhan, president of the World Forum for Ethics in Business (WFEB), during the latest edition of IAA Conversations held in Mumbai.
The session was organised by the International Advertising Association (IAA) and the Artificial Intelligence Association of India (AIAI) in association with The Free Press Journal at the Free Press House on 7 March. Addressing a packed audience, Pradhan called for stronger ethical leadership to ensure AI remains a tool that benefits humanity rather than one that governs it.
“Artificial intelligence has rapidly become one of the most powerful technologies humanity has created,” Pradhan said. “It is unlocking breakthroughs in medicine, science and creativity at a pace unimaginable just a few years ago.”
But he warned that the same technology carries serious risks. AI, he noted, can amplify disinformation faster than facts can travel, compromise privacy, deepen discrimination and disrupt millions of livelihoods. Referencing concerns raised by AI pioneers such as Geoffrey Hinton, often called the godfather of AI, Pradhan stressed that the real challenge is not whether AI will shape the world, but whether humans will shape it with ethics and wisdom.
Structuring his talk around four guiding questions, why, what, how and who, Pradhan introduced the audience to WFEB’s emerging AI Ethics Partnership, a global platform aimed at advancing responsible artificial intelligence. He outlined four priority concerns that demand urgent attention: disinformation, bias and discrimination, data privacy and job security.
To make the idea of ethical AI easier to grasp, Pradhan offered a simple metaphor. Ethical AI, he said, is like a three layered cake. The outer layer represents the visible value ethical AI creates for businesses and society. The middle layer is organisational culture that moves ethics from written codes to everyday practice. The innermost layer, however, is the most crucial, the conscience of individual leaders.
Drawing from Indian philosophical thought through WFEB co-founder Ravi Shankar, Pradhan noted that while artificial intelligence can reproduce stored knowledge, true intelligence is boundless and rooted in conscience, creativity and compassion. Practices such as breathwork and meditation, he suggested, can help leaders develop the calm clarity needed for ethical decision making.
The event also featured a discussion with Maninder Adityaraj Singh, chief of staff and head of innovation at Rediffusion Brand Solutions Pvt Ltd, and Yash Johri, lawyer, Supreme Court of India.
Opening the session, IAA India chapter president Abhishek Karnani, highlighted the need for industries to understand and engage with AI responsibly.
“AI has to be befriended and understood,” added Rediffusion managing director and AIAI national convenor Sandeep Goyal. “Its ethical use will determine whether it becomes a friend or a foe.”
As AI continues to reshape industries and societies, Pradhan ended with a simple but powerful call to action. Businesses, governments and individuals must work together to ensure that the algorithms shaping the future reflect human values rather than just cold logic.
