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Digital Aristotle and Bluebot Digital launch campaign for ‘Dosti Ki Paathshala’ – ET BrandEquity

A character from the Dosti Ki Paathshala app

Digital Aristotle, the ed-tech company has launched a new campaign for its application, Dosti Ki Paathshaala, that gamifies the classroom experience by allowing kids to choose the classroom characters they miss the most and create their very own music video. Kids can then tag their friends and share the videos on social platforms or download the video for themselves. The campaign shines the spotlight on the creativity and adaptability of the app users, giving them thousands of combinations of notes to create music with.

The concept was conceptualised and executed by Bluebot Digital. Ranging from hilarious stereotypes such as the ‘enthu-cutlet’ vying for the teacher’s attention or Ms. Sporty who does not want to be in class, the campaign is built on the insight that children miss the banter of the average classroom and the eclectic mix of friends that come with it.

Dev Roy, founder and managing director, Digital Aristotle, said, “Children thrive in social settings and a lot of cognitive growth happens through peers. With this pandemic keeping children at home we felt that a way to rekindle these connections was through creative social interactions.”

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Carl Savio, chief creative officer, Bluebot Digital, said, “One of the best things about being class is being in class. If you think back, we all had our mini cliques and besties. So we wanted to create an experience that enables kids to virtually go back to their classrooms and the best part is the application is an active experience that enables kids to actually create their very own sharable music video and let their pals know how they feel.”




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