Nickelodeon ups its game this summer; launches innovative campaigns to engage with kids

It’s that time of the year when kids are the happiest as all the kids’ channels are vying for their attention and dishing out some great and fresh content for their visual delight. Nickelodeon – India’s leading kids’ entertainment franchise – is all set to entertain kids across the country with exciting offerings across Nick, Sonic, Nick Jr. and Teen Nick. Building on its unparalleled leadership story, Nickelodeon is carrying out high decibel activations for the summer season, rolling out a robust programming line-up and interactive campaigns on-air, on-ground and online. From power-packed promotions to exciting new shows, new seasons of leading shows and many more interactive initiatives, Nickelodeon aims to engage kids across age groups this summer. “Summer is all about fun and excitement and we are leaving no stone unturned in engaging the kids at a time, place and screen convenient to them,” reveals Viacom18 EVP and business head – kids cluster Nina Elavia Jaipuria. In a power-packed start to the summer season, Nick has set the stage for its flagship show Motu Patlu, launching a campaign called ‘Motu Patlu Hero Hunt’, through this unique initiative Nicksters have the opportunity to get animated and star in the Motu Patlu show on television by watching the show Monday to Friday at the 1:00 pm slot. To give wings to the campaign the network will have a huge 360 degree roll out across the country including cross channel television plan, print, ambient, digital and a whole host of experiential touch-points to engage with kids wherever they are. Nickelodeon’s ‘Motu Patlu Hero Hunt’ will see tons of games and fun activities for kids in malls in Mumbai and Delhi. In a first-of-its-kind innovation kids will get an opportunity to interact with the animated Motu and Patlu on a live screen at malls. The kids will adorn an animated avatar and have conversation with their favourite toons Motu and Patlu using augmented reality. “We have tied up with Pantaloons and the campaign will be carried out across 26 outlets and numerous McDonald outlets pan India,” informs Nina. “Motu Patlu will also have its very own microsite on nickindia.com which will host a wide range on engaging initiatives like games, videos, contests, Memes of the day and more. What more would one want!” Adding to the summer excitement will be the launch of Motu Patlu’s sixth exclusive ‘made-for-television’ movie, Motu Patlu Kungfu King Returns to be released in June. The channel will also launch all new episodes of the show this season. This will be preceded by the launch of the latest SpongeBob adventure: The SpongeBob Movie – Sponge Out of Water which is all set to release across theatres in India on 8 May 2015. Speaking on the success and way forward for the Nickelodeon franchise, Nina adds: “Nickelodeon has always represented kids and their aspirations. We have continuously catered to their dynamic preferences by giving them what they want on a platform of their choice. This summer we have once again set out to realise their dreams through engaging campaigns like animating a kid in a Motu Patlu episode and Sonic’s Selfie campaign, thus creating new benchmarks of innovation and redefine engagement in the kids genre. Through these campaigns we are sure that kids will continue to make our endearing Nicktoons a major part of their daily lives.”

Sonic that delivers the action and adventure dose with a dash of comedy, has established itself as one of the fastest growing channel in the kids’ genre. As part of the summer plans for the brand, the Nickelodeon franchise has launched a campaign to drive engagement with the digital savvy generation, called ‘Selfie Kheecho Prizes Jeeto’. Starting Mid-May, the campaign will have kids nationwide clicking selfies with a freeze frame of their favourite toons from Pakdam Pakdai to win exciting gadgets every day across platforms like Whatsapp, Facebook.com/sonicgang and sonicgang.com. Sonic’s campaign will also reach out to kids through the length and width of the country through a robust media mix which will include promotions on TV, print and radio. Sonic will also go BTL with an extensive van activation that will reach out to over 15 smaller towns across Maharashtra, UP and MP. Kids will be able to take selfies at the vans and win prizes with Pakdam Pakdai. Sonic will be targeting high footfalls at malls where kids will also be able to engage with Sonic’s Doggy Don from Pakdam Pakdai by taking selfies with the characters which can help them with instant gratifications like tabs, watches and other Sonic Merchandise. Sonic will also connect with kids across multiple retail touch-points such as Funcity across 12 cities and numerous Mcdonalds outlets pan India. Sonic Selfie Khicho, Prizes Jeeto contest will be hosted on sonicgang.com. Further building on the Pakdam Pakdai franchise, the channel will be launching all new episodes of the action packed chase-comedy show this summer. Sonic has also launched two new shows – Hubert Takako and Mini Ninjas that are currently on air.