MUMBAI: What is the most beautiful thing about kids? It is their innocence which is often lost as they grow older. Embracing this innocence and honesty of kids, this Children’s Day, Nickelodeon India has launched the campaign – #Khulke Bolo – encouraging kids to be themselves and speak openly without any fear and filter.

As a part of the initiative, Nickelodeon has released its Children’s Day brand film which focusses on how children are untouched by the layers of social conditioning of do’s and don’ts and self-consciousness that burden the adults. The 30second film starts off with a classroom scene where kids are busy drawing under the supervision of a teacher. The protagonist shows his work to the teacher, asking if it is good and the teacher responds by saying what matters is that he tried. The film then moves to a modern art museum where the kids and the teacher are looking appreciatively at an abstract sculpture. The protagonist breaks the deathly silence of the museum by parroting what the teacher taught him – that while the result is not great, what matters is the effort! The embarrassment of the teacher further highlights the innocence of the kid. Conceptualized by the creative agency Scarecrow M&C Saatchi, the film is on-air across the Nickelodeon franchise and its social media platforms and is garnering phenomenal response from the audiences.

Speaking about the campaign,  Viacom18 Hindi Mass Entertainment & Kids TV Network Nina Elavia Jaipuria  , said, “We at Nickelodeon keep children at the core of all that we do and on their special day, we want to celebrate kids with all their quirks and innocence. With this innovative campaign, we want to encourage and empower children to speak their mind openly and fearlessly. This Children’s day, Nickelodeon urges all to speak their mind and bring out the child within.”

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The Children’s Day campaign will be promoted heavily on social media through Facebook and Instagram as well as YouTube. Nickelodeon has reached out to prominent influencers and mommy bloggers to spread the message of #khulkebolo. Apart from this Nickelodeon will be celebrating Children’s Day at prominent malls in Mumbai and Delhi like Experia mall, Pacific mall etc. As an extension to the campaign, the brand has partnered with Rohit Tiwari’s theatre group, Theatrewalas, to curate a street play bringing alive the thought of #khulkebolo. The street play will be performed by child artists at Churchgate terminus and other prominent locations of Mumbai.