EMOMEE Hands Maars Communicates Its India Communications
EMOMEE has appointed Maars Communicates as its strategic communications partner in India, covering communications and PR strategy alongside social media and digital marketing.
- Client: EMOMEE, a children’s entertainment brand built on life-skills characters
- Agency: Maars Communicates
- Sectors to be worked across: business, entertainment, lifestyle, parenting, education, digital media
- Founders: Pooja Jauhari and Varun Duggirala
- Agency leads: Mausam Shah, founder and director of PR; Aayush Shah, co-founder and director of digital and business development
What EMOMEE Is Actually Expanding Into
The mandate is framed around a brand moving beyond content into streaming, consumer products, licensing, live experiences and international markets.
That list is the whole business model of children’s IP. Shows rarely pay for themselves; the licensing does. Which means the communications job is not promoting episodes but establishing the characters as assets a retailer or a licensee would want to put their money behind.
Why The Founders Are Part Of The Brief
The strategy will also spotlight the entrepreneurial journey of founders Pooja Jauhari and Varun Duggirala.
For an IP business that is a considered choice rather than vanity. A children’s property with no track record has to borrow credibility from somewhere, and in a market where most successful kids’ IP is imported, founders with a visible record in Indian media are the available collateral.
An Indian Property With Global Intent
Mausam Shah described EMOMEE as an example of an Indian-origin IP thinking globally from day one. Aayush Shah pointed to the mix of entertainment, life-skill learning and global ambition.
The phrase worth holding onto is Indian-origin. India consumes enormous amounts of children’s content and exports very little of it, and the gap is rarely creative. It is that building a licensable character system takes years of consistent positioning before a single toy is made, which is what a mandate this broad is for.
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