MAM
Spotlight on Indian kids with ‘Nick Dekho Prize Jeeto’
MUMBAI: Kid’s entertainment brand Nickelodeon Asia has not just cooked up impressive desserts for its young viewers in India, but also made provisions for a second helping.
The ‘Nickelodeon Dekho Prize Jeeto’ contest, which kicked off on 8 September, offers kids a chance to win prizes “every 15 minutes of the hour, every hour of the day, every day of the week, for six whole weeks”.
All one has to do is tune in to the Nick Dhin-a-Dhin programming block – between 3: 00 pm and 7.00 pm on weekdays and 9:30 am and 1.30 pm on weekends. Somewhere in the middle of the show, a password will be mentioned. Kids have to spot this ‘password of the day’, call the channel or mail them with it and win prizes. The password would change everyday.
The contest is valid for children below 15 years only. It will be promoted in the 25 cities including Mumbai, Pune, Nagpur, Rajkot, Surat, Baroda, Indore and Bhopal in West; Delhi, Amritsar, Chandigarh, Ludhiana, Kanpur, Jaipur and Varanasi in North; Chennai, Bangalore, Hyderabad, Vizag, Thiruvanandapuram, Cochin, Coimbatore and Madurai in South; and Kolkata in East.
Nick has announced a dedicated number for entertaining calls throughout the day. Calls on this number will be considered a local call across all the cities, a company release states.
Prizes range from funky gadgets like Hypnotiser, Turbo N’gine blaster, Bijlee Ball, Aada Paada Cushion, Wonder Wig, Walking Notebook, UFO, Time Machine, Hotwheel cars and Barbie dolls.
Nick Dhin-a-Dhin features popular shows like Spongebob Squarepants, Hey Arnold, Catdog, Rugrats, The Adventure of Jimmy Neutron, Rocket Powers, Speed Racer X, Invader Zim, Fairly Odd Parents, Legends of the Hidden Temple, Figure It Out, Don’t Bluff, Kenan & Kel, The Amanda Show and Say Please.
According to the release, the ‘Nickelodeon Dekho Prize Jeeto’ contest is promoted through on-air promos on Nickelodeon and MTV Networks India, Zee TV, Discovery and Udaya TV. On-ground it is promoted through a mega contact initiative across 420 schools that reach over 400,000 kids and through outdoor hoardings, posters and flyers.
The contest is presented by Himalaya Chyavanprasha in association with Hotwheels, Barbie, Cheetos and Alpenliebe Lollipop.
Kids entering the contest can call at 9622-002-002 or e-mail the ‘password of the day’ along with the particular date to jeeto@nick-india.com. Mails may be sent to Dekho Aur Jeeto, PO Box 7918, Tulsiwadi, Tardeo, Mumbai – 400034.
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
