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!
MAM
India wins big at the 2025 Global Best of the Best Effie Awards
The Womb and McCann India take home Global Grand Effies, putting Indian advertising on the world map
MUMBAI: Indian advertising just had its moment. At the 2025 Global Best of the Best Effie Awards, the most rigorous test of marketing effectiveness on the planet, two Indian agencies beat out campaigns from over 130 markets to claim Global Grand Effies, the sport’s equivalent of a world championship medal.
The Womb won for Piramal Finance with a campaign called “NEEYAT: India’s Real Credit Score,” a purpose-led push that took direct aim at systemic bias in the credit sector and reframed how creditworthiness is measured. McCann India won for ESAF Small Finance Bank with “Saving Her Savings,” a campaign centred on financial inclusion for marginalised women. Both wins came from a shortlist of 47 contenders, all of whom had already won gold or grand prizes in their home markets. Only 11 Global Grand Effies were handed out across seven markets. India got two.
The highest honour of the night, the Iridium Effie, awarded to the single most effective marketing campaign in the world, went to eos Products and Mischief @ No Fixed Address for “Women’s Shave.” Remarkably, it was their second consecutive year taking the top prize.
Other global winners included Oreo and Mondelez International for “Oreo Codes” in commerce and shopper marketing, Flamin’ Hot and PepsiCo for “Poker Face” in experiential marketing, and ALDI Australia for “Shop ALDI First” in retail.
The Best of the Best is no ordinary awards show. Entry is restricted to campaigns that have already won a gold or grand Effie at a national level, making it, in effect, a champions’ league of marketing effectiveness. Indian agencies are no longer just brilliant at cracking local markets. They are now setting the global standard.
The world’s best advertisers had better start paying attention.
