MAM
Elements that make Nick tick and stick with kids
MUMBAI: Kids channels are getting more and more aggressive by each passing day to grab their target audiences’ attention. In a market where the kids’ space is growing by leaps and bounds, one wonders what makes one channel tick and not the other?
At the Promax&BDA conference in Mumbai, MTV Networks Asia senior producer creative and show development Clarence Tan shed light on the elements that make Nick tick!
Some of the popular franchisees that gives Nick an edge over the others are the Kids Choice Awards and shows like U Pick Live and Nick Takes Over.
“A good idea is something that works,” said Tan. Elaborating on some of the good ideas that ticked for Nick, Tan said that the channel’s ‘Because We Can’ campaign in the Asian region was a huge hit. The campaign showcased various kids who show off their talent in front of the camera, with the tagline, “Why should we put him on TV?…. Because we can!” Nick also took the campaign to US and Australia apart from Asia.
Another hot selling property that is popular with kids is U Pick Live, wherein kids have the power to pick what they want and have a whole new viewing experience. Since the show received rave response in the US, the network decided to take it to the UK and created a local version of the same to suit UK kids. “The set design, promos and packaging of the show was redesigned to match Nick UK’s brand proposition,” said Tan.
One show that clicked in the Asia Pacific region was Nick Takes Over, wherein the channel took over schools (in Australia), homes (in India) and bedrooms (in Singapore and New Zealand) and branded it. A high level of interactivity was involved, which connected immensely with the kids.
Nick’s Kids Choice Awards, now in its 18th year in the US, is another such property that makes the channel tick. “It is an award show for kids like the Oscars are for adults. The awards are entirely from a kids’ perspective and have been rolled out in countries like Brazil, Norway, Holland, Australia and China,” said Tan.
“It has been successful in these countries and it only makes sense to take it global,” Tan added. Well, from the sound of it, it seems to be only a matter of time when the Nick Kids Choice Awards will hit the Indian shores!
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
