Kids
TV also for info, 62% kids feel & 50% access Net independently: Kantar IMRB
MUMBAI: In an attempt to delve deep into the Indian kid’s market and understand their interaction with their environment, Kantar IMRB has launched its annual property KidScan.
The study draws up a holistic report on how kids consume brands – with a special focus on food, beverages and related categories. A segment on how media is consumed – with a special focus on television and emerging media also forms an integral part of the study. It also unearths the level of peer influence and its implications on the kids’ purchase & consumption, their ambitions, key drivers and barriers to choice, lifestyle, the amount of pester power they yield, parental pressure and much more. In a nutshell KidScan serves the purpose of a handbook for marketers relevant to the space.
The quantitative study combines innovative approaches utilizing both face to face and self-filling questionnaires. The findings are derived from a robust sample size of 2500 kids in the age group of 5 years- 14 years and an equal number of parents, belonging to New SEC A, B & C households, spread across 14 cities in the country.
The study also highlights the real time record of kid’s regular activities and analyzes the communication conundrum to get the brand message across. This study shows that kids act as brand consultant for categories that are targeted to them as well as for big ticket brands operating in categories like consumer electronics, automobiles, etc.
To better understand the kids’ views on the outlook for retail industry, this study shares some insights like 69% of the kids thinks it is important to wear latest fashion. It also breaks the clutter in the market which helps brands to deliver the target message across.
The study also seeks to understand the product trends of different industries. Advertising also plays a huge role to shape kids’ preferences and influence them to buy brands. 36% of the kids claim to definitely go and buy the product because they felt that the ad was nice. Same goes for the Digital and Television categories, where 62% of the kids feel that TV is not only for entertainment but also a source of information. For example, 63% of the kids watch English channels to improve their English. The study found that in Digital category, 17% of the Kids who use internet, have accounts on Facebook and they mostly use Facebook for Chatting (15%) and 55% of internet users feel internet is a close ‘buddy’.
With the ability to demonstrate how kids act as brand consultants / active agents, Kantar IMRB’s KidScan is a marketers’ minefield of information.
Key Learnings
1. Wearing Latest Fashion is Important for 69% of the Kids
2. Deciding what to wear evokes a feeling of confusion in 41% of the kids
3. 62% of the Kids feel that TV is not only for entertainment but also a source of information
4 77% of the Kids feel that it is important to save money for the future
5. 1 in 2 Kids access Internet without anyone’s help
6. 4 in 10 kids watch serials even when their mother is not watching
7. 63% of the kids watch English channels to improve their English
8. Kids spend 48 minutes on an average school day and 60 minutes on a holiday using a mobile phone/tablet
9. 63% of the Kids spend their pocket money on biscuits
10. 36% of the kids claim to definitely go and buy the product because they felt that the ad was nice
Kids
Mukta Arts and Green Gold ink MOU to animate iconic film IPs
Kalicharan, Karz, Hero, Karma, Ram Lakhan to spawn animated shows plus features.
MUMBAI: When classic hindi movie meets animation, the result is a fresh reel of nostalgia with a cartoon twist. Mukta Arts Ltd. and Green Gold Animation have signed a Memorandum of Understanding (MOU) to collaborate on animated shows and feature films drawn from Mukta Arts’ four-decade treasure trove of iconic IPs. The partnership taps Mukta’s SGM Animation Studio launched in 2025 as its dedicated animation and games arm and Green Gold’s proven track record in building scalable, homegrown franchises. Creative teams from both sides have already kicked off discussions, with the first project currently in development.
The slate will draw inspiration from landmark Mukta films including Kalicharan, Karz, Hero, Karma, Ram Lakhan, Khalnayak, Saudagar and Iqbal, plus character-led spin-offs from those universes. The aim is to reimagine these stories for today’s young, global audiences while preserving their emotional core.
Green Gold Animation (home of Chhota Bheem) founder and CEO Rajiv Chilaka said, “This partnership with SGM Studios allows us to apply our experience in building long-lasting animation IPs to a truly iconic film catalogue. Together, we aim to create animated worlds that are rooted in these legendary stories, yet designed to connect with today’s young, global audiences.”
Mukta Arts Ltd. filmmaker and founder Subhash Ghai added, “Mukta Arts has always believed in creating stories with lasting emotional value. Through animation, we are extending our IP into a new medium for the next generation.”
In an industry where timeless tales never go out of fashion, this collaboration promises to bring beloved characters back to life with a modern, animated glow proving that some stories are too good to stay in live-action. Stay tuned for the first animated frame to drop.
