Flyout Menu
When one of the founders of Emotix, Sneh Vaswani, approached chlorophyll for branding advice on the world’s first emotionally adaptive robot—Miko—the challenge was clear. Miko was an innovation in AI, capable of initiating conversations with children, but its branding needed to connect deeply with parents and educators. chlorophyll stepped in to refine the brand strategy and positioning to ensure global success.
Challenges
Brand Name Complexity:
The initial brand name, Emotix Miko, was double-barrelled, incorporating both the corporate name and the product name, which created confusion.
Benefit Articulation in India:
The original messaging—“Miko helps the child in its all-round development”—excluded parents from the equation, making it less engaging.
Global Market Adaptation:
Miko’s entry into the U.S. market presented a new challenge: parents in different regions viewed the product differently, requiring a shift in positioning.
INSIGHTS
India vs. U.S. Consumer Behavior:
Indian parents viewed Miko as an educational tool to give their children a competitive edge, often using its dashboard for structured learning.
American parents saw Miko as a companion that could interact with their children in their absence, emphasizing emotional engagement over academics.
This insight led to a strategic shift in the brand’s messaging for different markets.
American parents saw Miko as a companion that could interact with their children in their absence, emphasizing emotional engagement over academics.
This insight led to a strategic shift in the brand’s messaging for different markets.
CURRENT STATUS OF MIKO
Today, Miko stands as a global leader in consumer robotics. With over 20 billion interactions, 100million hours of quality engagement and presence across 140+ countries, the brand’s journey from an emotionally adaptive idea to a globally loved product reflects the power of strategic branding. The company partners with leading global retailers, including Walmart, Costco, Kohl’s, and Amazon, to effectively engage with its audiences. Three out of five kids in its core markets are familiar with Miko, demonstrating strong brand recall. In 2024, TIME Magazine recognized Miko as one of the top companies globally in this space, ranking first in India.
Operating from offices in India, USA, and the UK, and run by a team of 300+ experts, Miko has evolved into more than a product—it’s a living, learning, emotionally intelligent platform. The company has developed its own Small and Large Language Models, which deliver exceptional results in engaging with children, outperforming any global models in this area. WIPO (World Intellectual Property Organization) recognized Miko’s patents in GenAI as ground-breaking in their patent landscaping study within this field.
The founder was officially invited to join the CEO delegation to Austria in 2024 and accompany Hon’ble Prime Minister of India, Shri Narendra Modiji, to represent India in the field of deep technology. Miko continues to scale rapidly, proving that Indian tech brands can build world-class consumer products that connect across cultures.
OUTPUTS
- chlorophyll simplified the brand name to Miko, ensuring better recall and stronger consumer connection.
- The brand promise was reworked to emphasize the parent’s role: from “Miko helps the child in its all-round development” to “Miko helps parents help their child’s all-round development.”
- Packaging was revised to align with this insight, featuring the new tagline: “Helps you open your child’s world.”
- As Miko expanded globally, chlorophyll conducted research in the U.S. to understand consumer perceptions, revealing a critical insight about differing parental expectations.
Flight Path
- Revised U.S. positioning to highlight Miko as a “friend” rather than a tutor.
- Adjusted product messaging and packaging to reflect these insights.
- Continued leveraging AI advancements, incorporating Google Gemini for quality control and enhancing Miko’s adaptability.
