Global online news and edutainment platform for kids launches

The Whiz Times is the brainchild of Shalabh Pandey, former head of Nokia’s earned media marketing initiatives for Southeast Asia and Pacific.

He said the website will focus on branded content initiatives, and from a marketing and advertising perspective, it will fill a “large gap” in the market.

“From a brand's perspective, family and kids audience segment is an extremely coveted one, and there are very few media choices out there that reach and engage digital tweens, dads and mums in a wholesome, fun and safe environment,” Pandey said.

“Younger kids are becoming a crucial influence factor in all kinds of purchase decisions, and addressing them in an ethical, transparent and non-exploitative manner can be the make or break difference for a brand today,” he added.

The website, which provides news on global issues, scientific discoveries and sports as well as features on figures like Obama, appears to already have support from brands. Chiradeep Gupta, Global media innovation manager, Unilever Asia, labelling the platform as a “great initiative with huge potential”.