Mumbai, 28/11/24: Motley, a young and unboring creative agency, has redefined the positioning of KIDZEE, India’s leading preschool chain, with a brand-new, hip-hop-inspired jingle. This fresh communication celebrates KIDZEE’s commitment to nurturing each child’s unique potential, aligning with the values of modern parents who prioritize individuality and creativity.
Marking the brand’s first jingle in eight years, the new composition innovatively captures the essence of KIDZEE’s philosophy. Breaking away from the conventional sing-song nursery rhyme style often associated with education advertising, the jingle leverages the meteoric rise of Indian hip-hop to connect with a younger audience.
Motley was tasked with crafting a jingle that resonated with the next generation of parents while reflecting KIDZEE’s forward-thinking ethos.
“We reviewed existing work in this space and found most jingles similar in style, with sing-song tones that felt outdated. To stand out in this sea of sameness, we opted for hip-hop—a genre currently popular among young parents and children,” said Aniruddh Kashyap, Motley.
The jingle combines hip-hop’s themes of self-confidence and individuality with KIDZEE’s mission of fostering unique potential. It features a catchy hook with the brand name articulated in a staccato rhythm: ‘K-I-D with a Z-double E’ and the tagline: ‘KIDZEE brings out the best in me.’
The track was brought to life with the support of Farr Studios, who added vibrant, foot-tapping beats to the composition. The jingle debuted alongside a fun, visually engaging film produced by Pixelfox, which has already received significant buzz and praise from audiences.
Priyanka Surve, Founding Partner and Creative Head at Motley said, “We wanted to break the mold and deliver a message of empowerment and individuality in a way that’s both inspiring and fun. This project was personally fulfilling, allowing us to channel our inner rap stars.”
Furthermore, Jason Menezes, Founding Partner and Business Head of Motley, said, “India is the largest market for quality preschool education, and KIDZEE is the pioneer who started it all. It’s a privilege to have a legacy brand like KIDZEE trust us to encapsulate their renewed mission in a 60-second jingle.”
Manish Rastogi, Whole-time Director & Chief Executive Officer of Zee Learn, said, “We’re thrilled with the outcome of this brand-new communication conceptualized by Motley. The jingle perfectly captures the essence of KIDZEE’s philosophy and commitment to nurturing every child’s unique potential. We believe it will help us connect with a wider audience and inspire the next generation of learners.”
The new jingle underscores KIDZEE’s vision of being a modern and forward-thinking educational institution. The brand is poised to attract a new generation of parents who value creativity and individuality in education by leveraging contemporary music trends.
You can check the campaign here :
