“Women play a pivotal role in bringing the KidZania experience to life.”
“We consciously keep evolving to keep the experience fresh and engaging for families.”
On the occasion of international Women’s Day Medianews4u.com caught up with Vikita Chaudhary, Head of Marketing KidZania India, to share her insights, perspective,
She sheds light on leadership and representation to empowering the next generation through experiential learning.
Q. What is the one thing that brands who target mothers get wrong in marketing to them?
Many brands still treat mothers as a homogeneous audience rather than individuals with diverse aspirations, interests, and challenges. They often lean too heavily on guilt‑based messaging or stereotypes (e.g., “super‑mom” narratives) instead of understanding mothers’ real motivations- helping their children grow confidently, learn in meaningful ways, and enjoy positive family experiences. At KidZania India, we focus on highlighting joyful developmental experiences — like how a role‑play activity boosts a child’s confidence or teamwork — rather than simply selling a product.
We also recognise that mothers today want to be actively involved in their child’s growth while still enjoying moments to unwind. That’s why many of our experiences allow mothers to participate alongside their children, making the visit not just enriching for kids but also a fun, relaxing, and memorable family experience.
Q. What marketing campaigns and tactics will KidZania be doing on the occasion of International Women’s Day and for the rest of the year to target mothers?
For International Women’s Day, KidZania India is celebrating mothers with a special Buy 1 Kid Ticket and Get 1 Woman Adult Ticket Free offer, encouraging families to spend meaningful time together. We have curated a host of creative activities like Paper Quilling Craft to make Women’s Day cards and a fun DIY Slider Card celebrating strength. There will also be a lively Queens of Pop Music Trivia quiz and a friendly Queens Fix Each Other’s Crown hair-styling challenge, promoting creativity and empowerment.
Other engaging activities include Emoji Movie Pictionary featuring films with strong female leads, a No-Bake Dessert Diva dessert plating contest, and a Memory Board of Inspiration where participants add empowering messages. The fast-paced Great 8 Guest memory game adds excitement. These campaigns celebrate learning, creativity, and the spirit of womanhood, connecting with mothers throughout the year.
Q. Does KidZania mainly target mothers in marketing or are fathers equally important?
While mothers are a key audience (often being the primary decision‑maker for family activities), KidZania India recognizes that fathers are equally important. Families make choices together, and fathers increasingly engage in planning educational experiences. Thus, our messages are crafted to appeal to both parents — showcasing how KidZania is family‑centric and beneficial for children’s development, regardless of which parent leads the booking or planning.
Q. How has the deliberate pivot from being a static ‘destination’ to becoming a dynamic ecosystem helped grow KidZania’s appeal among mothers?
Previously, KidZania was seen mostly as a one‑off outing place. Evolving into a dynamic ecosystem — with year‑round programs, partnerships with schools, online learning tie‑ins, and community events — has made it more relevant for mothers seeking continuous learning opportunities, not just occasional entertainment. For example, educators and parents now plan school excursions + at‑home reflection packs, making KidZania part of a child’s ongoing growth.
We consciously keep evolving to keep the experience fresh and engaging for families. We continuously introduce new role-play activities and experiences, ensuring that there is always something new for children to discover.
In addition, we curate special activities around key occasions and celebrations, creating opportunities for families to engage with the brand beyond a single visit. We have also introduced games and experiences for adults, making KidZania a more inclusive space where parents—especially mothers—can participate, unwind, and enjoy the visit alongside their children.
This constant evolution keeps the “what’s new” quotient alive, which is something mothers particularly value when planning experiences for their children. It reassures them that every visit to KidZania offers something different for the entire family.
Q. Do women in leadership positions bring empathy to the organisation?
Definitely, empathy is a core strength of our leadership culture. Women leaders often bring a strong focus on understanding both child developmental needs and parent perspectives. This translates into programming that is thoughtful, inclusive, and more aligned with real family aspirations.
Q. Are mothers starting to understand the role of experiential learning?
Absolutely — the rise of parents sharing “unstructured learning wins” on social media and in community groups shows a growing awareness that children learn deeply through hands-on, socially interactive experiences. Mothers today increasingly look for opportunities where their children can gain knowledge beyond textbooks and experience real-life learning.
That’s exactly why KidZania’s experiential model resonates so strongly with them. Through role-plays and simulation activities, children get to explore real-world concepts in a fun and engaging way. Something as simple as understanding the value of money becomes an effortless learning moment when kids earn and manage their own KidZos (KidZania’s currency). These experiences often stay with them even after they leave the park, as they take those learnings back home and apply them in everyday life.
Q. What role are women employees playing in helping take KidZania to the next level?
Women play a pivotal role in bringing the KidZania experience to life. In fact, more than 70% of our team is made up of women, across both frontline and backend functions. From ideating new experiences and role-plays to training teams and ensuring seamless execution on the floor, they are at the heart of everything we do.
Their passion, empathy, and attention to detail help create a welcoming environment where thousands of families feel comfortable and engaged. Every day, they help transform KidZania from just a space into a memorable experience for children and parents alike, ensuring that each visit is meaningful, immersive, and enjoyable.
Q. On‑ground, what activities will KidZania look to do over the summer in collaboration with mothers and schools?
Every summer, KidZania hosts Summer Mania workshops, where children get hands-on exposure to exciting and relevant topics through experiential learning. These workshops introduce kids to areas such as creative arts, communication, financial literacy, sustainability, entrepreneurship, and problem-solving, helping them develop practical skills beyond the classroom.
In addition, we celebrate and engage mothers through initiatives like the Mommy Zummit on Mother’s Day, where we honour inspiring women and provide a platform for women entrepreneurs and industry leaders to participate in interactive sessions, share their journeys, and connect with other mothers. Through these initiatives, we aim to create meaningful experiences that involve both children and parents as part of the KidZania ecosystem.
With schools – School Picnics at KidZania offer students a unique blend of fun and experiential learning. Instead of a traditional outing, children step into a kid-sized city where they explore different professions through interactive role-play activities. From becoming doctors and pilots to chefs and radio jockeys, students gain hands-on exposure to real-world skills like teamwork, financial literacy, and decision-making while earning and spending their own KidZos (KidZania’s currency). These visits are designed to complement classroom learning, making school picnics both educational and memorable for students.
