Specials

Kido-logy: marketers mantra to kids space

MUMBAI: Its kid?s time at FICCI Frames 2005. 'Catch them young' has always been the mantra of brand pundits who are experimenting anything and everything that will market more effectively to kids. And why not, with over one third of the population representing kids there is a huge demand and supply mismatch, which the marketers would like to address. Hungama TV, Animax, Pogo, Nick, and now Disney coming up the war for kid?s space is just warming up.

 

The session will explore the various issues like what type of programming would appeal to kids, how should advertisers create messages that they can effectively market to the kids, how to associate brands with kids and an understanding of children psychology as far as advertising as a medium is concerned?

To discuss these issues will the some of the top honchos of kid?s space like Turner Entertainment Networks Asia's Ian Diamond, Branded TV Walt Disney Asia Nicky Parkinson, Lowe's Sanjai Srivastava and Millard Brown Services' Prasun Basu.

 

 

What makes kids suddenly so attractive as a market?

Children in India constitute 18.7 per cent of the world kids population and one-third of our country?s population is under the age of 15 years. While the UK has over 15 kids channels for less than a tenth of the Indian audience, India has only three foreign kids channels. Also kids are better consumers of advertising. Also their minds are not as cluttered as adult minds and so they can assimilate the message faster. That receptiveness translates into pester power.

In India, the ad spend per year on products meant for kids but purchased by parents, like health drinks, is 12 to 15 per cent of the total Rs 38,000 million.

So, innovative marketing strategies are increasingly targeting kids, directly or indirectly. A growing slew of ads feature kids - think of the Maruti ad with the little Sikh boy, the Hutch ad with the boy and the dog, the LG TV ad with the bespectacled boy, and several Pepsodent ads.

Why reaching kids is different?

Marketing to kids is different as they have certain characteristics, which marketers must keep in mind before creating their campaigns. These are:

    Kids love bright color, characters and songs.

    Children are secondary viewers and are initiated into TV viewing along with their parents.

    Today kids have poor and selective socialisation.

    They believe in Instant Gratification.

    Parents give them professional attention rather than personal attention.

    They have stronger peer bonding vis-?-vis sibling bonding.

    Kids want a lot of power and control over things around them.

    Kids connect with different role models in different part of their lives.

The Kido-logy session is not one to be missed at FICCI Frames 2005.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/06/avia.jpg?itok=njOnU16F
Casbaa becomes the Asia Video Industry Association

At an Extraordinary General Meeting of members today, Casbaa overwhelmingly approved the adoption of a new constitution and new name.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/07/31/balle.jpg?itok=cQD_OGYf
Wizcraft’s 4th broadway styled bollywood musical stage show comes to kingdom of dream

After a glorious run in Mumbai with over 100 shows, Balle Balle - The Biggest and Craziest Indian Wedding Musical theatrical show, is all set to woo audiences in Delhi NCR.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/07/06/asiasat.jpg?itok=31_HQ_RK
ConnecTechAsia Successful in Bridging the Digital Divide for Governments, Cities and Enterprises with Showcase of Latest Tech and Trends

ConnecTechAsia, the inaugural mega technology event comprising BroadcastAsia, CommunicAsia and the new NXTAsia wrapped up last week after an exciting three days of exhibitions and a summit covering the latest innovations in cloud, blockchain, AI, VR/AR, IoT, robotics, 5G, IP broadcasting, OTT and...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/06/25/block.jpg?itok=746SRwdG
Lessons Learned With Bitcoin

Blockchain technology is one of the newest buzzwords in business. It is hardly surprising considering that the tech is having such an impact over so many different industries.

Specials Promonet feature
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/06/05/ril.jpg?itok=srJ0kbdQ
The company is collaborating with Lakme Fashion Week and designer Anita Dongre

World Environment Day - 2018 is going to be special as India is hosting global celebrations of the event today. To commemorate the occasion, Reliance Industries Ltd (RIL) has launched a special T-shirt, branded ?The Earth Tee? and designed by renowned fashion designer Anita Dongre, under its unique...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/04/11/promax_0.jpg?itok=mwaud0s2
Promaxbda India 2018 announces Puja Vohra and Glenn Urquhart as their masterclass speakers

PromaxBDA India has announced its first 2 Masterclass speakers for the 15th edition of its annual conference and awards property in India, which will take place on 23rd May 2018. Speaking at the Masterclass are truTV?s Puja Vohra and creative mastermind Glenn Urquhart.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/03/19/goafest.jpg?itok=82nEDNeJ
ABBY Awards 2018 shortlists announced

The coveted ABBY Awards that recognizes and rewards excellence across Advertising, Marketing and Media has now announced that the shortlists for the 2018 edition have started being posted, by category.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/03/09/ficci.jpg?itok=HsYryGot
Ficci Frames and market concludes on grand note

The FICCI Frames and the newly launched content market as part of FICCI Frames 2018 concluded on a grand note.

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/03/07/ficci_1.jpg?itok=loYrY-cA
Screen Density: Lessons from the world & Exploring new business models

n Day 2 of FICCI FRAMES happening in Mumbai, there was a session on Screen Density in India attended by some eminent panelists consisting of Mr. William Feng, VP, Greater China, MPA, Kurt Rieder, Head-Theatrical Asia, 20th Century Fox, Kapil Agarwal, Joint MD, UFO, Kamal Gianchandani, Chief of...

Specials Event Coverage Ficci Frames

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories