Mumbai: Fevicreate Idea Labs, Pidilite’s annual art and craft competition in partnership with Nick, won the prestigious ANN Award for Best Live Action Program” in the Kids category. Partnering with Nick places brands at the forefront of kids’ entertainment, ensuring unmatched engagement and visibility. Nick’s expertise in connecting with young audiences makes it the ultimate destination for brands looking to build saliency in the kids’ market. As a fellow kids-first brand, Pidilite integrates play and learning into its core values, offering products that inspire imagination while imparting valuable skills. Collaborative initiatives like Fevicreate Idea Labs showcase that a deep understanding of children’s interests and preferences can elevate a brand’s presence and impact.

Aired on Nick, Sonic and JioCinema, the Kids’ network ensured that the show was out there through a multi-channel marketing blitz including on-air, digital and social media touchpoints. This partnership not only facilitated the creation of a unique, interactive experience but also led to the highest reach ever achieved for a branded content piece in the kids’ category. The competition provided young talents with a platform to showcase creativity and innovation with groundbreaking projects centred around themes such as Marine Life and Space Exploration. This initiative, produced in collaboration with Prisha Arts and facilitated by Madison, offered children across the nation a unique opportunity to innovate and express themselves using Pidilite’s renowned products. With over 1.5 lakh students participating, the show’s recognition underlines its successful blend of art, science, and education.

Commenting on the win, Viacom18 business head of kids TV Network Anu Sikka said, “We are thrilled that Fevicreate Idea Labs has won the prestigious ANN Award. This recognition comes on the back of the deep synergy between Nick and Pidilite, showcasing how our partnership goes beyond traditional television to deliver out-of-the-box innovation. We excel in providing solutions across various brand categories through a kids-first lens, addressing unique challenges and elevating brand experiences. By leveraging the immense popularity of Nick Toons like Chikoo Aur Bunty, we’ve successfully brought this IP to life, setting a new benchmark in kids’ programming.”

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Pidilite senior vice president of consumer products business Kashyap Gala “At Fevicreate, we wholeheartedly support the concept of ‘learning by doing.’ School boards and NEP guidelines advocate for ‘Art-Integrated Learning,’ emphasizing that more learning should take place through art and craft. We are elated that the Fevicreate Idea Labs initiative has been recognized with the ANN Award for Best Live Action Program. This achievement validates our commitment to nurturing creativity through the perfect blend of art, craft, and science. Partnering with Nickelodeon allowed us to reach countless young creators, and this recognition further boosts our efforts to inspire and empower the next generation of innovators. We look forward to continuing this exciting journey.”

Madison COO Vandana Ramkrishna said “Winning the ANN Award for Best Live Action Program is an incredible honor for Fevicreate Idea Labs and the entire team involved. At Madison, we take great pride in working on projects that make a difference, and this recognition is a testament to the synergy between Pidilite, Nickelodeon, and ourselves. The success of this initiative not only highlights the impact of our efforts but also motivates us to push the boundaries of creative programming for kids in the future.”

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