Maars Communicates lands the mandate for EMOMEE as the kids’ IP eyes the world

MUMBAI: Children’s entertainment is one of the trickiest categories to build a brand story around, precisely because the audience cannot read a press release and the real buyer is a sceptical parent. EMOMEE, the homegrown kids’ entertainment brand built around characters E, Mo and Mee, has just handed that storytelling job to Maars Communicates, appointing the integrated communications and digital marketing agency as its strategic communications partner in India.

The timing is deliberate. EMOMEE has just landed on Netflix with EMOMEE: Big Skills for Little Ones, Minis, a series of twenty curated eleven-minute episodes built around life skills such as confidence, kindness, curiosity, emotional intelligence, resilience and problem-solving. That is a meaningful distribution win for any children’s IP, and it is precisely the moment when a brand needs a communications partner who can translate a streaming launch into sustained visibility across business, entertainment, lifestyle, parenting, education and digital media, rather than letting the Netflix news fade into a single news cycle.

Maars Communicates, co-founded by siblings Mausam Shah and Aayush Shah, brings a decade of experience spanning entertainment and children’s brands, a combination that suits EMOMEE’s ambitions well. The agency’s mandate goes beyond conventional PR. It will also lean on its digital marketing capabilities to help EMOMEE build its narrative as the brand expands from content into streaming, consumer products, licensing, live experiences and international markets, a genuinely broad remit for a company still early in its growth curve. Part of that narrative will also spotlight the entrepreneurial story of founders Pooja Jauhari and Varun Duggirala, framing EMOMEE’s larger ambition of building an Indian-origin children’s IP with global relevance, rather than just another regional kids’ show.

Mausam Shah, founder and director of PR at Maars Communicates, described EMOMEE as an example of how an Indian-origin IP can think globally from day one, while Aayush Shah, co-founder and director of digital and business development, pointed to the brand’s blend of entertainment, life-skill learning and global ambition as what makes it a compelling homegrown property worth building wider audiences for. Jauhari herself was candid about why communications matters at this stage, noting that as EMOMEE enters its next phase of growth, the ability to articulate its vision of building a global children’s franchise from India will matter as much as the content itself.

The mandate is a useful marker of where Maars Communicates sits in the market too. Its portfolio already includes MX Player, EPIC Channel and IVM Podcasts, alongside the PR launch of Billboard India and marquee properties like the Lux Golden Rose Awards. On the consumer and social-impact side, the agency has worked with kids and parenting brands such as R for Rabbit and BabyOrgano, and social-impact initiatives under the Aditya Birla Group including Mpower and Ujaas by Neerja Birla, as well as Project Naveli, Navya Naveli Nanda’s gender equality initiative. Adding EMOMEE deepens that children’s and entertainment specialism further, reinforcing Maars Communicates as an agency increasingly trusted to handle brands at genuine inflection points, not just steady-state maintenance PR.