TMKOC Rhymes to launch a new original rhyme every day

MUMBAI: Half a billion monthly views is the sort of number most children’s content makers would frame and hang on the wall. Neela Mediatech looks at it and sees a starting line. Taarak Mehta Ka Ooltah Chashmah Rhymes, the animated spin-off of India’s longest-running sitcom, already commands more than 500 million monthly viewers and a subscriber base past 20 million. Rather than coast on that, the company is now chasing a genuinely audacious target: one brand new, original rhyme, every single day, rendered in 3D animation and rolled out across multiple Indian languages plus English.

That is not a content calendar. That is an industrial operation, and Neela Mediatech knows it. Producing at daily frequency across languages demands scale most animation studios never attempt, which is precisely why the team has turned to AI powered workflows to speed up the mechanical parts of production. Crucially, the human creative teams stay firmly in charge of quality, ensuring every rhyme remains culturally rooted and creatively fresh rather than churned out on autopilot. Each language version is not simply dubbed and shipped either. It is adapted with local expressions, cultural references and familiar settings, so a rhyme feels genuinely native whether a child is watching in Tamil, Bengali or English.

The content strategy is where the real cleverness lies. These are not throwaway nursery rhymes. They fold numbers, counting, nature, emotions, values, curiosity and everyday life skills into songs, turning early learning into something that feels like play rather than homework. By keeping culture and family values front and centre, TMKOC Rhymes has managed something genuinely difficult: it helps children stay rooted in their own culture while learning, and in doing so has earned real trust from parents, not just clicks from kids.

Asit Modi, creator and producer of Taarak Mehta Ka Ooltah Chashmah, frames the project as a natural extension of a franchise already deeply embedded in Indian households. He points to the amount of creative thought going into keeping the rhymes fresh, engaging and meaningful, with the larger ambition being content children genuinely look forward to every single day, built around original rhymes, animation and familiar characters. harjeet chhabra, chief executive of Neela Mediatech, is candid about the scale of the challenge, calling daily output a significant creative and operational undertaking. He credits AI supported workflows for efficiency, but is equally clear that the creative team’s understanding of the children’s genre is what actually makes the vision work. His ambition does not stop at maintaining 500 million monthly views either. Chhabra wants to push that towards a billion views a month, while building a kids ecosystem broad enough to open up meaningful brand collaborations.

That last point deserves attention. A billion monthly views is not just a vanity metric for Neela Mediatech. It is the foundation for a commercial ecosystem, one where brands looking to reach Indian families through trusted, culturally rooted children’s content will have an increasingly hard time ignoring TMKOC Rhymes. If AI can genuinely hold the line on quality while scaling output to a daily rhyme, Neela Mediatech may end up proving something the entire children’s content industry will be watching closely: that cultural authenticity and industrial scale are not actually in conflict.