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Tag: Nickelodeon

  • Nickelodeon maintains its No.1 kids’ network position

    Nickelodeon maintains its No.1 kids’ network position

    Mumbai: Nickelodeon has maintained its position as the most popular and number one kids’ entertainment franchise in India.

    Riding on the success of its diverse IPs, the Nickelodeon franchise maintains a weekly reach of over 44 million children, with the category’s highest viewership market share of 31 percent (YTD). 

    The franchise also leads in co-viewing target groups, with Nick commanding a 15 percent market share. 

    The company said with the largest repository of homegrown content in the country (over 900 hours), all Nickelodeon characters, from Motu Patlu to the Bhoot Bandhus, have gone on to become icons of today.

    Viacom18 Hindi mass entertainment and kids TV network head Nina Elavia Jaipuria said, “Kids have come out of a very difficult and daunting period and are slowly adapting to the post covid realities of going back to offline learning and having more social interaction. As a responsible storyteller, Nickelodeon has always been there for kids through these tough times, nurturing and inspiring them through our stories and characters who have become their best friends and confidantes”.  

    She further added, “We are committed to taking kids into a world filled with fun, imagination, and laughter, making sure they are stress-free and in high spirits. It is this deep understanding and connect with kids who are at the centre of our universe that has allowed us to garner immense love from them as well as the trust of their parents.” said Nina 

    “Responsible fun entertainment and putting kids first is the resultant patronage received from kids and parents, has also made us a preferred partner of choice for advertisers who are also seeking to meaningfully engage with children and their families.”

  • Nickelodeon and Laal Singh Chaddha partner to entertain families across India

    Nickelodeon and Laal Singh Chaddha partner to entertain families across India

    Mumbai: Viacom18’s leading kids’ entertainment channel, Nickelodeon, has joined forces with Aamir Khan’s upcoming “Laal Singh Chaddha.” The film is the endearing story of the determined “Laal Singh Chaddha” who, like Nicktoons Motu Patlu and Bhoot Bandhus, through innocence and strength of character, overcomes all obstacles.

    With this collaboration, Nickelodeon has raised the existing fervour for “Laal Singh Chaddha” with unmatched and interactive initiatives that will provide entertainment and fun experiences for families to enjoy together.

    In addition to the tentpole campaign IPs and contests, “Laal Singh Chaddha” break bumpers will also run across key shows on Nick and Sonic. The campaign also extends to the Nickelodeon franchise’s social media channels and other digital media platforms with innovative posts and stories and influencer outreach. We are sure the adventures of Nicktoons and “Laal Singh Chadha” will entertain families this Independence Day weekend.

    The month-long integrated campaign will showcase Aamir Khan in his “Laal Singh” avatar having a fun time with India’s favourite Nicktoons, including Motu, Patlu, and Pinaki & Happy-The Bhoot Bandhus.

    With ideas that build resonance with the character of Laal, who has childlike innocence and honesty much like Nickelodeon’s young viewers and Nicktoons, the deep integrations will witness Laal immerse himself in the world of Nicktoons seamlessly. Through Nick’s Golgappa Party contest and Sonic’s Bhaag Laal Bhaag contest, kids will also get a chance to meet megastar Aamir Khan, in addition to winning a host of exciting prizes by simply participating in the on-air contests.

    Nickelodeon has also left no stone unturned to reach out to its young viewers with fun contests like the Chaddi Buddy Contest with Aamir.

    Finally, adding to the endless excitement is an innovative virtual running game that is sure to drive conversations while keeping kids on their toes. Resisting on nickindia.com, the virtual game allows one to play as Laal, Motu, or Patlu to chase the feather and collect coins along the way while chasing away evil.

    Speaking about the collaboration with “Laal Singh Chaddha,” Viacom18 head-Hindi mass entertainment & kids TV Network Nina Elavia Jaipuria said, “We are delighted to collaborate with “Laal Singh Chaddha” on this highly interactive and engaging campaign that will give kids and their families an opportunity to be a part of the film and celebrate the character of Laal along with their favourite Nicktoons. At Nickelodeon, each collaboration and partnership that we innovate for has kids at the heart of it, and this partnership with the adorable character of Laal is sure to strike a chord and provide many priceless moments. We look forward to further collaborating with brands and films to create deep and meaningful integrations for our young viewers.”

    Speaking about reaching out to kids with this family entertainer and about the association with Nickelodeon superstar Aamir Khan, he said, “”Laal Singh Chadha” is an inspiring film and the innocence and honesty of the affable character of Laal is sure to strike a chord with kids and families. This massively interesting and fun collaboration with Nickelodeon and its characters, who embody the same positive traits as Laal, was hence a great way for us to together take the story of “Laal Singh Chaddha” and make it a part of every child’s life along with their favourite characters. We are sure that kids will have a great time watching our labour of love with their families and look forward to the same.”

    On the collaboration with Nickelodeon, Viacom18 COO Ajit Andhare said, “The advantage at Viacom18 is the opportunities and ability we have to collaborate with the powerhouse brands in our platoon. Right from bringing the Paramount story to India under our banner to partnering with Nickelodeon, we have had seamless associations with the film. A family entertainer at its heart, we are looking forward to kids enjoying the film as much as adults, as they will resonate with the pure and simple soul of “Laal Singh”.”

  • Nickelodeon US launches a content accelerator programme to help up-and-coming, underrepresented creatives

    Nickelodeon US launches a content accelerator programme to help up-and-coming, underrepresented creatives

    Mumbai: US kids broadcaster Nickelodeon has announced that to ensure that a variety of voices are being heard, it has created the Nick Content Accelerator. This is a programme that it says has been designed specifically for early-career, underrepresented creatives to pitch new live-action and animated series for its platforms.

    The broadcaster is partnering with Rise Up Animation and Ghetto Film School to solicit pitches for this programme. This programme is open to emerging professionals in the field of kid-focused content creation. The broadcaster added that it wants to hear from people of colour, creatives with disabilities, creatives in the LGBTQ+ community, or any other voices who have historically had limited or no access to the children’s television industry.

    Nickelodeon is accepting submissions for pitches in three categories, namely live action, big kid animation, and preschool/upper preschool, from 8 August 2022 until 30 September 2022.

    After reviewing the submissions, the top entries will move forward to Pitch Day (date TBD).

    The top applicants will meet with Nickelodeon development executives on Pitch Day to present their ideas. The selected creators will work directly with development executives and a creative mentor on honing their pitch over a few months [at the beginning of the year in 2023].

    Nickelodeon further explained that it is looking for unique big ideas that could be the next big show. It said these are some of the pillars that aspirants should be looking for in order for their show to be a big hit:

    Character-driven: Comedy at Nickelodeon comes from the characters. The broadcaster said that it always wants to see distinct and unique personalities who can drive the story and the comedy. Nickelodeon characters are memorable and iconic. They are the kinds of people you would want to be friends with.

    Irreverent comedy: Nickelodeon shows are often a little messy and left of centre. A Nickelodeon show can be any genre, but surprising comedy is always a part of its shows. Like slime, it is a little weird and a little messy!

    Authentic kid POV: It said that its series always shows life from a kid’s perspective and never talks down to kids. It wants to show what it’s really like to be a kid, and not just show a polished version of kid life. This is true even for shows with adult lead characters. For example, although SpongeBob is an adult who lives in his own home, he still has a very kid-like perspective on the world.

    Inclusive and all gender: When it speaks about authentic kid POV, it also wants to represent kids authentically as they are in the world. That means creating shows that represent the diverse world we live in. It also wants to create shows that all genders will love.

  • Pamela Kaufman replaces Raffaele Annecchino to lead Paramount Global’s international business

    Pamela Kaufman replaces Raffaele Annecchino to lead Paramount Global’s international business

    Mumbai: Pamela Kaufman has been appointed as Paramount Global’s new president and CEO of international markets, global consumer products, and experiences. Prior to joining this position, Kaufman was the president of global consumer products and experiences.

    This newly created position reports to Paramount president and CEO Bob Bakish. The company said that this move reflects its ongoing strategy of globalising its operations. has decided to leave the company in his role as

    Former Paramount International Networks, Studios, and Streaming president and CEO Raffaele Annecchino, who, according to the studio, has “decided to leave the company,” was suddenly put on leave last month. At the time, no more information concerning his departure was made public.

    In her expanded role, Kaufman will be responsible for driving the continued growth of Paramount’s international business and ensuring the strength of the company’s international operations across six continents, including broadcast and cable networks, streaming and studios, and the company’s commercial capabilities. She will work closely with Paramount’s international leadership team, as well as the global content and streaming organisation, to do so, including helping to guide the continued international rollout of Paramount+ and Pluto TV. Kaufman will maintain her current responsibilities overseeing the global multi-billion-dollar consumer products and experiences organisation.

    “Pam has been the strategic force behind growing and expanding some of the most iconic global franchises and properties in entertainment,” Bakish said in a statement. “She is a proven and trusted visionary leader who has transformed our consumer products organisation by driving innovation and operating as a global business. Pam is uniquely qualified to lead our international business as we expand and diversify our worldwide footprint and accelerate Paramount’s transformation to operate with a truly global approach.”

    Bakish added, “I want to extend my thanks to Raffaele Annecchino for the critical role he has played in building Paramount’s international business and expanding our global footprint. I am grateful for the dedication he has shown throughout his 25 years at Paramount and wish him well in the future.”

    Speaking on joining her new role, Kaufman said, “I am honoured to take on this role at such a pivotal time for Paramount’s international business. I know firsthand the global strength of our brand portfolio, and I look forward to working with Bob and the incredible international team as we continue pursuing our global growth strategy, investing in key partnerships, furthering our push into mobile and digital platforms in new markets, and operating as one team globally.”

    In November 2021, Kaufman assumed the role of Paramount president, global consumer products and experiences, overseeing worldwide product and business development, marketing, franchise planning, creative strategy, retail sales, and consumer insights for all brands in the portfolio. In less than a year, Kaufman has led the transformation of the consumer products business, unifying the organisation by placing the full power of the Paramount ecosystem behind its most valuable IP. Her commitment to transformation, innovation, and brand building has led to some of the most groundbreaking partnerships in the company’s history, including cutting-edge co-branded collaborations with the biggest names in social media.

    Kaufman was also responsible for Viacom’s first direct-to-consumer e-commerce site in 2019 – The SpongeBob Shop – and has since led the expansion of additional online direct-to-consumer businesses for merchandise tied to various top CBS and Showtime programming, including similar standalone initiatives for brands such as Star Trek, South Park, and MTV.

    Prior to that role, she served as Nickelodeon’s president of consumer products and CMO. She was responsible for building Nickelodeon’s franchises, ranging from PAW Patrol to SpongeBob SquarePants, shepherding them through important tentpole campaigns and milestone celebrations.

    Before joining Nickelodeon back in 1997, Kaufman held positions at Turner International, Equity Marketing, and Grey Advertising.

  • Nickelodeon to unleash immersive experience at Comic Con International San Diego

    Nickelodeon to unleash immersive experience at Comic Con International San Diego

    Mumbai: US kids broadcaster Nickelodeon will invite fans to dive into an immersive experience at Comic-Con International: San Diego 2022 from 22-24 July 2022. It will showcase the depths of Bikini Bottom, imaginations of babies, a new generation of Transformers robots, the hallways of Monster High, the elements of Avatar and more. 

    Headquartered at its 1,800 square-foot booth on the convention center floor, Nickelodeon will celebrate fan-favorite characters and shows with panels, talent signings, activations, exclusive products and interactive design elements featuring: SpongeBob Universe (SpongeBob SquarePants and its two original spinoff series, The Patrick Star Show and the Paramount+ Original series, Kamp Koral: SpongeBob’s Under Years), the Paramount+ Original series Rugrats and Transformers: EarthSpark, plus Monster High: The Movie, Avatar: The Last Airbender and more.

    Every day of the convention, Nickelodeon’s booth will feature: a 16-foot-tall Bumblebee of Transformers: EarthSpark photo opportunity and AR experience; an immersive “Monster High: The Movie” activation, where fans can compete against the clock to match objects to lockers; an eight-foot-long underwater television from The Patrick Star Show that fans can step inside; a Kamp Koral: SpongeBob’s Under Years photo opportunity; a Rugrats photo opportunity; an Avatar: The Last Airbender-themed retail area featuring a custom t-shirt station and exclusive collectibles; costumed-character appearances; and autograph signings with the voice casts and producers from SpongeBob Universe, Rugrats, Transformers: EarthSpark and Avatar: Braving the Elements podcast.

    Nickelodeon will present four panels: Nickelodeon’s Rugrats: The Babies are Back!, an exclusive look at the all-new series; SpongeBob SquarePants: Dive into SpongeBob Universe!, a deep dive into the iconic franchise; Introducing Transformers: EarthSpark!, an insider event that celebrates a new take on the global franchise; and Avatar: Braving the Elements – LIVE!. This will offer a behind-the-scenes look at how the James Cameron directed movie was brought to life.

  • Anish Mehta moves on as CEO of animation studio Cosmos-Maya

    Anish Mehta moves on as CEO of animation studio Cosmos-Maya

    Mumbai: Anish Mehta has decided to move on from his role as CEO of animation studio Cosmos-Maya after a ten-year stint. He built the studio from a 30-member team to a 1200+ powerhouse.

    He will be soon announcing his new venture sometime this year.

    Under Anish’s leadership, the studio has grown multifold owing to his strong ability to maintain a fine balance between business and creativity. He is credited with achieving quite a few milestones not only for the studio but also for the industry at large. Anish had been the CEO and minority shareholder of Cosmos-Maya since 2012.

    He led the studio’s foray into original Indian animation IP creation with the launch of Motu Patlu, India’s most successful animation series.  Post that, the studio created over 10,000 half hours of kids’ animation content across 20+ shows; maintaining a 50 per cent+ market share of the original Indian kids and family content space for a decade. The studio’s key clients include – Nickelodeon, Disney, Cartoon Network, Sony, Amazon Prime Video, Disney+ Hotstar, Netflix, Discovery Kids, Facebook and YouTube.

    During his tenure, the company grew with four different business streams globally and revenue and earnings before interest, tax, depreciation and amortisation (EBITDA) growth of 25x+ from 2012 to 2022. Globally he spearheaded efforts towards co-productions with European and other international players, which were able to sell in 100+ countries the world over.

    His most notable achievement was to steadily attract organized investment into the business and consistently give investors a profitable exit through a higher valuation of the company. He played an instrumental role in getting private equity investors into the Indian animation business, first with KKR backed Emerald Media and later with TPG affiliate NewQuest Capital Partners.

    Commenting on his exit, Anish Mehta said “I would like to thank Ketan and Deepa, the promoters of Cosmos-Maya for trusting me with the opportunity of growing the company. I would also like to extend gratitude to our previous investors KKR backed Emerald Media, Rajesh Kamat and angel investor Tilak Sarkar for providing the right guidance and support on this journey. It has been a great pleasure working with the current investor, TPG affiliate NewQuest Capital Partners and I wish them and the team of Cosmos-Maya all the very best for future growth and to carry the legacy forward.”

    He also led the initiative of building the company’s YouTube network, WowKidz with 35 channels, which achieved 80 million+ subscribers, and 41 billion+ views worldwide across 10+ languages in a short span of 5 years. “I feel very passionately about content creators and believe that digital media has offered a rather egalitarian and equalizing platform to all creators. I find the best way to express my appreciation is to be able to support and mentor the new generation of digital content creators as they set out to create path-breaking content that will have a positive impact on countless lives of kids & family audiences. The intention is to partner with global investors and pioneers to achieve this vision”, said Mehta.

  • Nickelodeon’s Sonic brings the international show ‘The Smurfs’ to India

    Nickelodeon’s Sonic brings the international show ‘The Smurfs’ to India

    Mumbai: The popular international show, The Smurf is making a debut on Sonic, part of India’s leading kids’ entertainment franchise Nickelodeon. The show will start on 13 June 2022 from Monday to Sunday at 11:30 am.

    Created by Belgian comic book writer Pierre Culliford, also known as Peyo, in 1958, The Smurfs reside in a community of small, blue, human-like characters who live in mushroom-shaped houses in a forest.

    Pulling out all stops for the launch of ‘The Smurfs’ is a robust multi-screen and multi-touchpoint marketing plan that is sure to engage young audiences. The highly innovative promotional plan will leave no stone unturned in reaching out to kids. A fun-filled robust digital plan will include initiatives such as fun mashups and reels, contests leading up to Global Smurfs day, innovative posts, AR filters & gaming to transport the kids into the ‘Smurf’ world. 

    Ensuring maximum excitement, Global Smurfs Day will be celebrated on 25-26 June through on-ground activations in malls. Visitors will also get a chance to participate in fun games. Taking the overall marketing initiative, a step forward, Sonic has also partnered with select renowned QSR brands. With influencers on board, a new AR filter for The Smurfs will be created to further establish the characters.

    Speaking about bringing The Smurfs to India, Viacom18 kids TV network head of creative, content & research Anu Sikka said, “Sonic since its inception, has successfully grown to become an entertainment hub with engaging stories, endearing characters and a solid kids’ connect. We have consistently catered to our young viewers’ evolving preferences with innovative entertainment and immersive storytelling. Bringing internationally acclaimed ‘Smurfs’ will further bring variety and scale to Sonic’s growing content library. With this launch, we hope to further add depth to our programming strategy and fulfil our mission of entertaining kids.”

    Rising through the ranks, Sonic, since its inception has engaged and entertained kids with stories that bring happiness to their lives. Sonic has always introduced young viewers to storylines and characters that are engaging and relatable. By bringing The Smurfs to Indian television after forty years, Sonic aims to cater to the audience with content that continues to raise the bar. The show will feature popular characters, including Papa Smurf, Smurfette, Brainy, Hefty, Clumsy, and others, embarking on new adventures full of humour, heart, and high-stake action. 

  • Nickelodeon joins hands with United Nations on ‘World Environment Day’

    Nickelodeon joins hands with United Nations on ‘World Environment Day’

    Mumbai: On the momentous occasion of World Environment Day 2022, Nickelodeon, the kids’ entertainment channel has joined forces with the United Nations in India for a flagship campaign.

    Reducing carbon footprint

    With the intent to save our mother earth from the global environmental crises, the leading kids’ entertainment collaboration with the United Nations in India will raise awareness on ways to reduce carbon footprint. It will emphasize the importance of protecting the planet and aims to highlight the need to reset the balance with nature through individual actions.

    The campaign will create engagement across social media to motivate kids to take up a green heart pledge and adopt different ways to address climate change.

    Nickelodeon’s creative communication will deliver the fundamental message of collective climate action with an emphasis on ‘Yeh Planet Hum Sabka Ghar Hai’.

    Spreading awareness about saving the planet

    As a part of this campaign, Nickelodeon’s Nicktoons brings two inspiring stories to spread the message of ‘Yeh Planet Hum Sabka Ghar Hai’. The first story titled ‘Kaagaz Ka Ghar’, throws light on human-wildlife conflict while the second story ‘Paani Ka Ghar’ emphasizes marine and plastic pollution. With ‘Yeh Planet Hum Sabka Ghar Hai’, both the stories showcase kids taking the initiative to become climate heroes and bringing about positive change by teaching adults important climate action lessons.

    Speaking on the association, Viacom18 head – of Hindi mass entertainment and kids tv network Nina Elavia Jaipuria said, “Nickelodeon has always focused on empowering kids in the most meaningful ways through innovative initiatives. With a strong belief that these dynamic young minds are the true change agents of society, we felt kids must understand the importance of a greener future. We are very proud to join hands with the United Nations on World Environment Day. With the might of our franchise and our adorable Nicktoons, we will bring alive the message of #OnlyOneEarth to as many kids and parents as possible.”

    Commending the initiative, UN resident coordinator in India Shombi Sharp said “This World Environment Day, the UN in India is excited to launch a partnership with Nickelodeon, empowering and inspiring children to become climate champions from an early age. The entertainment industry has the power to influence the largest youth generation in history for positive change. Through this partnership, we hope to give a platform to creative young minds to be the drivers of climate action and tackle the triple planetary crisis. When children lead, families and societies follow, and when India leads the world succeeds.”

  • Nickelodeon continues to dominate the pole position as top kids’ network in India

    Nickelodeon continues to dominate the pole position as top kids’ network in India

    Mumbai: Building the category through immersive storytelling and path-breaking innovation, Viacom18’s kids’ franchise, Nickelodeon has established leadership in the kids’ entertainment space and enjoys a cumulative network share of 32 per cent within the genre. The franchise today delivers the highest reach of 48 million kids’ weeks on week and boasts of the largest home-grown content library created through launching 11 successful IPs in 11 years, it said in a statement.

    Closing the year on a high note and with a spirit to deepen engagement and connect, the pioneering franchise continues to top the charts with two channels, Nick and Sonic. With Nick in the first spot and Sonic at second in the kids’ genre for FY22, Nickelodeon continues to cement its position as a category leader.

    Viacom18 Hindi mass entertainment and kids TV network head Nina Elavia Jaipuria said, “The kids’ category is one of the most exciting and dynamic categories in India. The young viewer has always been at the centre of our universe and understanding their evolving preferences has been of prime importance to us. Continuing to lead the demanding kids’ space is a testimony of our sincere efforts to ensure that we create stories and introduce kids to characters that are relatable, relevant and capture their minds and hearts.  It is this connect that has allowed us to garner immense love from kids as well as patronage from our brand partners. As the leader of the category, we will continue to engage and innovate with our stories and reach out meaningfully to kids across screens and touch points.”

    Building on an unparalleled leadership story, Nickelodeon leaves no stone un-turned as it plans for a fun-filled and unforgettable summer for kids that will bring back the touch, feel and play experience. The franchise is all geared to entertain its young viewers with an engaging and fun line up of characters, stories and priceless experiences replete with comedy, action and adventure. The stories will come to life across screens on the franchise channels Nick, Sonic, Nick Jr and Nick HD+ with all our home-grown character stories also being available on our digital destination Voot Kids.

    Stories galore

    Nick will see new stories of all of kid’s favourite toons with all new episodes of “Rudra,” “Shiva,” “Motu Patlu” and “Chikoo aur Bunty” as well as many blockbusters made for TV film premieres. This will include “Motu Patlu & The Secret of Devil’s Heart” that will premiere on 29 May and the first ever combo movie premiere of the super cool Shiva and Rudra film called “Rudra Shiva Vs Pirates Of Universe” that is all set to premiere on 24 April at 11:30 a.m on Nick and Voot Kids.

    Further Soniv, the second leading channel in the kids’ space is all set to bring back the fun and thrill with new episodes of “Golmaal Jr,” “Pakdam Pakdai,” “Pinaki and Happy The Bhoot Bandhus.” Further catering to the ever-growing content demands of its young viewers the summer season is all set to introduce a new adventure filled ‘smurfiness’ with the much-loved international franchise, The Smurfs all set to entertain kids with their comic capers starting this June.

    Kids will continue to be entertained on Nick Jr with many fairy-licious treats, pawsomeness overload and oinkastic adventures with all new episodes of “Butter Bean Café,” “Paw Patrol” and “The Peppa Pig.” The entertainment on Nick Jr will further see kids have a great time with the premiere of the year’s most popular pre-school series “Baby Shark,” making its Indian television debut in the month of May

    Engagement galore

    The summer will see fun and engagement galore on the franchise with key tentpoles that will spread the cheer amidst kids. Nick will see a fun banter fest helmed by the bros Chikoo and Bunty called “Roast Your Bro.” This will include a contest where kids get a chance to vote for their fav sibling and stand a chance to win exciting prizes like iPhone 13, laptops and tablets and engage in a whole lot of fun sibling banter. For Nickelodeon we have also partnered with Time Zone and Funcity as well as other malls across the country for fun meet and greets where kids will get to meet their favourite Nick toons. Apart from meeting their favourite toons, kids will also get to enjoy special combos through summer at Nirula’s and Dr Bubbbles. Sonic will continue to enthral kids and make them shout #SonicisHappyGoLucky with the super fun Bhoot Bandhus Happy and Pinaki through a cool watch and win content.  The campaigns on Nick and Sonic will extend on digital and social media through fun games and virtual interactivity sessions. A high reach marketing blitz planned across markets that will include cross channel, outdoor, van activations, influencer marketing as well as presence in the ongoing IPL will ensure that kids across the nation are part of the summer-time fun on the franchise.

    This summer is going to be special for kids. The entertainment bonanza has already begun with the ongoing celebration of World Creativity Week and inspiring kids to get creative with Nick. This has loads of fun activities planned for kids through the week including fun online creativity sessions with Playdate while also having fun on ground sessions with Bombay Drawing Room and Slam out loud amongst others.

  • Nickelodeon’s metaverse twist to Kids’ Choice Awards 2021

    Nickelodeon’s metaverse twist to Kids’ Choice Awards 2021

    Mumbai: Viacom18’s kids channel Nickelodeon has announced the 2021 edition of Kids’ Choice Awards (KCA). Interestingly, the awards show will come to life in a screening at Decentraland, the place of the first ever metaverse concert. The voting for the awards commenced on 7 February.

    This innovative idea was conceptualised and crafted by Wavemaker India for Perfetti Van Melle India in partnership with Viacom18.

    The awards will be based on fun gaming themed night where Nicktoons will be seen  playing a lot of arcade games while also presenting awards to super stars and kids favorites like Badshaah, Deepika Padukone, Siddharth Malhotra, Sara Ali Khan, Kiara Advani, Rashmika Mandana and  influencers  like Anushka Sen and more. The event will also see olympians, paralympians amongst others being celebrated for their inspiring achievements. 

    Category first & insight-driven: Viacom18 kids cluster’s approach to marketing explained

    Along with the metaverse, the awards will witness the biggest simulcast this year across 14+ multiscreen platforms- on TV with Nick, Sonic, Nick HD+, Tata Play on Viacom18’s OTT platforms Voot, Voot Kids along with Jio TV and Jio TV+ and on digital platforms such as YouTube, Facebook and Instagram on 27 March 2022 at 8.30 p.m. The screening will allow users to create virtual avatars and experience the slime fountains, ride on the blimp and play fun games while being virtually immersed at the event, said the statement.

    Speaking on this creative theme, Viacom18 Hindi mass entertainment and kids TV network head Nina Elavia Jaipuria said that KCA reiterates the company’s commitment towards empowering and encouraging young audiences to voice their choice. “Nickelodeon has created new benchmarks for innovation in the category and KCA 2021 is all set to provide a seamless unified experience to consumers on a platform of their choice including the first ever metaverse screening in the category,” she added. 

    “Associating with a category first metaverse event allows us to augment our engagement with our audience, make it more meaningful and tech forward. In times when every child is engaging with a screen this clutter breaking association allows us to be ahead of the curve in striking a connection with families,” stated Perfetti Van Mell marketing director Rohit Kapoor.

    Speaking about the emerging trend of metaverse, Wavemaker India chief content officer Karthik Nagarajan said, “Content marketing on metaverse platform is the next wave in digital marketing. Our philosophy is to positively provoke our clients and create industry-first innovative work for our brands.”

    With several cutting-edge additions and pioneering initiatives, the run up to the seventh edition of the awards witnessed many ground-breaking influencer and digital outreach campaigns. 

    To fan the frenzy, the KCA gang of influencers engaged in conversation live on twitter spaces about their favourite nominees which included kid influencers, young adults, and mom bloggers such as Siddharth Nigam, Cahat Tewani and Saru Mukherjee to name a few.

    Pulling out all stops, KCA 2021 also curated a special treasure hunt for its fans on Instagram along with the KCA gang, to win special hampers and vouchers. Specially curated superfan contests and sessions entertained kids across Instagram and YouTube. Platform specific engagements across MX Taka Tak, Instagram and other short format content platforms encouraged young fans to groove to the KCA shake. 

    Taking the overall marketing initiative, a step forward, Nickelodeon exclusively partnered with 99 Pancakes to curate special limited edition meals. Through partnerships with Red Wolf and Nirula’s, KCA 2021 offered discounts to people who cast their votes.

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