Kids
Nick to double ad rates for Kids Choice Awards
MUMBAI: Kids Choice Awards is back to draw Indian kids in a ‘slime’ fest! Viacom18’s flagship property that debuted in India in 2013 is being brought back by Nickelodeon, to celebrate those who entertained the kids the most.
Typically the awards in the media and entertainment world are tailor-made for adults, in terms of content as well as the personalities who adorn it. Being a leader in the genre, Nick decided to tailor-make an award show for kids that truly values their opinion.
With a total of 13 categories to vote for, some of the key awards categories include Best Movie Actor (Male and Female), Best Bollywood Movie, Best Television Show and Best Indian Cartoon Character. After two weeks of online voting through the Nickelodeon website, kids have chosen their favourite, that will be revealed in the gala event on 5 December 2016 at Reliance Studios, Film City, Mumbai.
“Now that the voting has ended, we will count the votes and a special team of auditors will monitor it, following which we will make the final winner announcements at the ground event,” Viacom18 business head kids cluster Nina Elavia Jaipuria shared as the countdown for the awards began.
A televised version will also go on air — first on Nickelodeon around Christmas next month — followed by other sister channels under Viacom18 to expand its visibility. “We will air KCA on Colors, Rishtey, Colors Marathi, Colors Gujarati, Colors Bangla and, of course, on VOOT as well. We envision Kids Choice Awards as an inclusive show for the whole family and, therefore, having it on GECs will optimise it as a larger property with a greater reach.”
That definitely spells well with the channel’s advertisers, who, according to Jaipuria, find the property very promising. “When we started KCA in 2013, we weren’t in the leadership position. This year, we are in the lead, having topped the genre for the 57th week since BARC started releasing its data. Naturally, our advertisers and sponsors are also a lot more confident in the property,” Jaipuria shared.
Dabur Red Paste has come on board as the presenting sponsor for the kids show, along with Lifebuoy and Choki Choki by Inbisco India, and Funskool (MRF Group) as the associate sponsor.
“Further strengthening our resolve to improve oral health in the country and to reach out to
more kids, Dabur Red Paste has joined hands with Nickelodeon and KCA to further spread the message about dental hygiene and educate children about best oral care practices through a focussed and specially crafted campaign,” said Dabur India marketing head – oral care Harkawal Singh, on the brand’s association with Kids Choice Awards.
Given the excitement surrounding the second edition of KCA in India, Jaipuria is expecting the spot rates for KCA to be double than that of the channel’s normal rates. “KCA is an expensive property for us. We are doing ti because we strongly believe that we are the leaders in kids entertainment in the country. We are putting our money where our mouth is, and we deserve to get it monetised,” Jaipuria said.
Jaipuria observed that kids also enjoy a lot of content mostly aimed at adults, be it movies, or TV shows with fantasy in it. Does that fragment the viewership of kids genre and in turn impact advertising? “While fragmentation of viewers is there, as kids also watch GECs and movie channels, they ultimately are loyal to content tailor-made for them. They might be watching GECs but they are a passive audience there, and hence brands that are truly interested to communicate to kids must come to kids channels. The fact that our ad sales pie is growing at a 11–12 per cent and we are estimated to close the year at Rs 500 crore speaks volumes. Nick grown our top line ad rates by 30 per cent y-o-y since last October; and that of Sonic by about 50 per cent, ” she added.
In order to build momentum up to the awards, the channel has been promoting the property heavily across its channels in the kids cluster.
“Apart from tying to the festive mood of Christmas, airing the show sometime mid-December also gives us enough time to promote it. The initial phase of it was the announcement of the show and calling in the voters in October, and it will end with a bang in December,”Jaipuria said, adding that the network has aired around 3000-odd promos of KCA in the past few weeks.
Apart from on-air promotions, the network plans to engage the kids on ground with several partnerships, including McDonalds. Van activation across 30 cities will target tier II and tier III audience, and print advertising is also part of the marketing mix.
Nickelodeon Kids Choice Awards INDIA : Categories & Nominations
|
1 |
Best Movie Actor (Male) |
2 |
Best Movie Actor (Female) |
||
|
A |
Salman Khan |
Sultan |
A |
Alia Bhat |
Kapoor and Sons |
|
B |
Shah Rukh Khan |
FAN |
B |
Anushka Sharma |
Sultan |
|
C |
Akshay Kumar |
Airlift |
C |
DeepikaPadukone |
BajiraoMastani |
|
D |
Ranveer Singh |
BajiraoMastani |
D |
Priyanka Chopra |
BajiraoMastani |
|
3 |
Best Bollywood Movie |
4 |
Best Bollywood Movie Song |
||
|
A |
Sultan |
|
A |
Baby ko base pasandhai
|
Sultan |
|
B |
BajiraoMastani |
|
B |
Ladki beautiful kargayichull |
Kapoor and Sons |
|
C |
Dilwale |
|
C |
Gerua |
Dilwale |
|
D |
Housefull 3 |
|
D |
Kala chashma |
BaarBaarDekho |
|
5 |
Best Dancing Star |
6 |
Best TV Character (Male) |
||
|
A |
Tiger Shroff |
Baaghi/A Flying Jatt |
A |
Dilip Joshi as Jethalal |
Taarak Mehta KaOoltahChashmah |
|
B |
Varun Dhawan |
Dilwale/Dishoom |
B |
ShaileshLodha as Taarak Mehta |
Taarak Mehta KaOoltahChashmah |
|
C |
SidharthMalhotra |
Ladki beautiful kargayichull |
C |
Daya as Inspector Daya |
(CID) |
|
D |
Ranveer Singh |
Malhaari |
D |
Kapil Sharma |
Comedy Nights with Kapil |
|
7 |
Best TV Actor (Female) |
8 |
Best TV Show |
||
|
A |
DishaVakani as Daya
|
Taarak Mehta KaOoltahChashmah |
A |
CID |
|
|
B |
DivyankaTripathi as Ishita |
Ye Hai Mohobbatein |
B |
Taarak Mehta KaOoltahChashmah |
|
|
C |
Mouni Roy |
Naagin |
C |
Naagin |
|
|
D |
Bharti Singh |
Comedy Nights Live |
D |
Comedy Nights Live |
|
|
9 |
Best Child Entertainer (TV) |
10 |
Best Entertainer (Films) |
||
|
A |
Bhavya Gandhi as Tappu
|
Taarak Mehta KaOoltahChashmah |
A |
Varun Dhawan
|
Dilwale/Dishoom |
|
B |
Dev Joshi as Baalveer |
Baalveer |
B |
Ranveer Singh |
BajiraoMastani |
|
C |
Spandan as Chakor |
Udaan |
C |
Shah Rukh Khan |
Dilwale/Fan |
|
D |
RuhanikaDhawan as Ruhi |
Ye Hai Mohobbatein |
D |
Salman Khan |
Sultan |
|
11 |
Best Show On Kids Channel |
12 |
Best Indian Cartoon Character |
||
|
A |
Doraemon |
|
A |
ChotaBheem |
|
|
B |
ChotaBheem |
|
B |
Motu Patlu |
|
|
C |
Ninja Hattori |
|
C |
Shiva |
|
|
D |
Motu Patlu |
|
D |
Kris |
|
|
E |
SHIVA |
|
|
|
|
|
13 |
Best Mobile Game |
||||
|
A |
Temple Run |
|
|||
|
B |
Real Racing 3 |
|
|||
|
C |
Duolingo Learn Languages Free |
|
|||
|
D |
Unblock Me |
|
|||
Kids
Sony YAY! launches ‘House of Masti’ to celebrate 20 years of Shin chan
Comedian Kiku Sharda joins the fun with a special rap track as the mischievous icon returns to Indian TV.
MUMBAI: Shin chan is back and this time, he’s bringing the whole house of masti with him! Sony YAY!, India’s leading kids’ entertainment channel, has unveiled ‘House of Masti’, a specially curated programming block to mark 20 years of the iconic animated series Shin chan on Indian television. The campaign transforms the beloved character’s mischievous world into a fresh, high-energy viewing experience. It features new episodes, fan-favourite moments, and themed programming stunts, all designed to stand out from regular broadcasts.
Adding extra sparkle to the celebration, popular comedian Kiku Sharda has joined the campaign. He anchors the integration with a lively rap track titled ‘Shin chan ka YAY! Dhamaal’, infusing contemporary music and humour into the beloved series.
Sony YAY! business head of kids and animation Ambesh Tiwari said, “Over the past 20 years, Shin chan has built a strong and enduring connection with audiences in India. With ‘House of Masti’, we are celebrating this milestone through a differentiated, campaign-led experience. Kiku Sharda and the rap track add a fun, high-energy layer that will resonate with today’s kids and families.”
Starting 27 April, viewers can enjoy the World Television Premiere of Shin chan along with new episodes and an exciting lineup of blockbuster movies on Sony YAY!.
By blending nostalgia with fresh, engaging content, Sony YAY! is ensuring that the cheeky, laughter-filled adventures of Shin chan continue to entertain and connect with new generations across the country.
In a world full of serious cartoons, Shin chan remains delightfully naughty and with ‘House of Masti’, Sony YAY! is making sure his brand of chaos stays as fresh and fun as ever. Get ready for some serious masti!
