MUMBAI: Nick India is in rejig mode and is set to make a lot of noise this February. Kicking off the month, the channel will launch two new acquired shows Tumoya Island and Meteor and The Mighty Monster Trucks on its pre- school block Nick Jr. from Monday to Friday at 9.30 am and 10.30 am respectively.
Tumoya Island narrates the fun between three friends Mafi, Buddy and Mekki, while Meteor…. tells the story of an aspiring astronaut truck and his adventures with his friends.
Close on the heels of the 'Masti Dosti' contest, Nick has yet another SpongeBob based initiative titled 'Pakda Pakdi' to be rolled out across the channel on 5 Feburary.
During the four week watch and win contest, kids will have to spot SpongeBob zooming across the screen on either a skateboard, a rope or a scooter during primetime (6-8 pm) from Monday to Friday and report it back to the channel.
The idea behind the contest, Nick India vice president and general manager Nina Elavia Jaipuria explains that the theme is centered around the fact that SpongeBob is fatigued after a whole year's work and is planning a holiday get away to theme park Nick Central in Australia. Unfortunately, his best buddy Patrick refuses to let him go and it is here that the viewers get involved to help SpongeBob in his efforts to escape from Patrick only to be rewarded with a free trip for one lucky winner and his family to Nick Central. Thus the tagline "SpongeBob Pakro Australia Jao."
What's more, kids can also win television sets, discmans, mobile phones remote controlled cars and MP3 players everyday for spotting SpongeBob getting away from Patrick.
To promote the contest, Nick has adopted a 360 degree approach and has tied up for cross channel promotions with Sony, SAB, MAX, Zee, Zee Cinema and Sahara as well as regional channels like ETV Marathi or Zee Bangla.
Additionally, the campaign will be supported with a school contact programme which will be conducted across 350 schools in Mumbai, Delhi and Kolkata reaching out to almost 3, 00,000 kids. "We will distribute activity sheets, stickers, small quizzes to create a very comprehensive programme at schools. Nick will also have 'meet and greet' events with SpongeBob and Patrick in malls and multiplexes during the weekends when the footfalls are high," says Jaipuria.
Members of the 'Nicksters Club' will also be intimated via direct mailers or post so as to reach out to every Nick fan giving them an opportunity to compete for the grand prize.
The contest has roped in four key sponsors including LIC as the main sponsors, co-presenting sponsors Maggi rice noodles Mania and associate sponsors Perfitti's Big Babool and Tata Sky.
The SpongeBob themed initiative follows as a continues and concerted effort by the channel to build a bond between the character and kids, so as to make SpongeBob synonymous with Nick. At the same time this will drive kids to sample the show and up the presence of the channel in India.
By way of on-ground events Nick is going to bring other characters to Indian shores so kids can better relate to them. "In a similar manner, we will bring Dora The Explora for our juniors in India sometime later this year," adds Jaipuria.
