We aim at building a parent-approved, kids' favourite brand, says Voot's Akash Banerji

MUMBAI: Viacom18’s VOOT is all set roll out a hi-decibel campaign for its kids content segment – Voot Kids. The campaign will have two TVCs in three languages -- Hindi, Kannada and Marathi, depicting six situations.

"To amplify the campaign, we are going heavy on the Viacom18 network including Nickelodeon. We are also going out of our network, and buying spots on Discovery and Turner Network. On the digital and social media platforms, we would be be releasing the campaign on Youtube and Facebook," Viacom18 digital ventures head – marketing & partnerships Akash Banerji told in a telephonic conversation.

"We want to be perceived as the platform which aggregates the best and the most premium stack of kids content," he added.

Voot Kids has been a key differentiator and a big driving force behind the platforms viewership acceleration and engagement growth. With over 2000+ hours of content, 8000+ videos and 125+ characters, Voot Kids claims to have the largest digital repository of premium kid’s content, since the platform’s launch a year ago. The primary brands on board are -- Kinder Joy, Colgate, Mattel Toys and Amazon Kindle.

Banerji said, “Kids live in a universe of their own – their toys, favourite toons, games/activities with their friends, their possessions, etc. make up a large part of the world they relate to. The concept of #NoMoreAtakoing (I will no longer be stuck in uncomfortable situations) is fundamentally rooted in the compulsions of nuclear families and the resulting situations where kids find themselves in dull and unrelatable situations; Voot Kids swoops in to save the day and make them smile.

"We’ve delivered this message through an 'anthem' and several relatable situations. Our endeavour is to ensure that entertainment and development continues unhindered for kids through engaging characters and immersive storytelling," Banerji emphasised. "Parents should get on the guilt-ridden trip in a very endearing manner to bring a smile on the child's face," he added.

On the peak hours and the growth in viewership, he said “Unlike linear TV, the peak viewership happens at 9pm on Voot Kids because children get their hands on the mobile phones as the family is busy in traditional entertainment. We have had a peak on 18 June because everyone was watching India versus Pakistan final, which might not be interest to a 4-9 years old child.," Banerji said. "In the last 6-7 months since Voot Kids' launch in November, we have witnessed a 15X growth in viewership," Banerji informed.

The engaging kid’s entertainment destination has now rolled out an immersive campaign “Bachche ab no more atko’ing” as a solution for parents who inadvertently place their children in the midst of boring situations -- while they go about their daily chores. The campaign conceptualised by Mullen Lintas is poised to amplify engagement for Voot Kids.

Voot Kids understands empowers both, kids and parents, by becoming the kids' best friend, transporting them into an entertaining and imaginary world brimming with excitement and delight. This message has been delivered through a creative film that will captivate both parents and kids.

Watch video here :

The music video depicts the everyday stories of kids stuck in awkward situations in the adult world. A young boy yawning behind his father in a hair salon, another awesomely bored boy stuck in a saree shop with his mom, then there’s this girl who finds herself out of place in her sister’s pre-engagement function.

The campaign will witness a marketing outreach that will include home as well as cross channel promotions, digital platforms and innovative social media outreach (for the parents) and amplification initiatives.

Speaking about the creative process, Mullen Lintas EVP Ayyappan Raj, “Voot is one of the leading brands in the Digital Video space and we are very proud to be associated with it. The brief for this campaign was based on a simple but powerful insight of ‘kids being stuck in an adult world’. “No more Atakoing..." is all about, a jolly anthem of kids being stuck in different situations." Mullen Lintas ECD Garima Khandelwal said, “Kids being lost in their own creative world is, any day, more fun than they being trapped in ours, was the starting point of this brand film. We used a simple mnemonic of a rotating chair to tie together all the normal and everyday places for adults, but boring places for kids to be in."

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