MUMBAI: What goes behind capturing the hearts and minds of Indian kids? That was what Walt Disney Television International - India's Toon Disney marketing head Mubina Ansari and senior executive (marketing) Anand Roy dwelled on at the Promax&BDA conference in Mumbai today.

"Fun and wonder are important elements to capture kids' attention. However kids grow old younger as they are exposed to much more at a very young age. Also the fact of the matter is that music is also one element that connects well with the kids. Close to 65 per cent of Indian kids aged 9 - 14 prefer to listen to music than watch TV," said Ansari. Keeping these statistics in mind, Toon Disney used music to establish its channel identity.

Kids between the age of 9 - 14 years in India also have a strong sense of belonging to a group (81 per cent) and friends are important to almost 95 per cent of them. Also interesting is the fact that 92 per cent of Indian kids aged 9 - 14 years enjoy creating and inventing new things.

Disney took interactivity to the next level by creating an animated turtle - Crush (from Finding Nemo) in Turtle Talk, wherein Crush interacts with kids and informs them about marine life.

Quoting Disney founder Walt Disney, Ansari said, "Disneyland will never be completed. It will continue to grow as long as there is imagination left in the world!"