Mumbai: POGO, the number 1 kids’ entertainment channel, recently added another feather to its cap. ‘Dholakpur Breaking news’, a pioneering marketing initiative undertaken in 2011 as a part of an on-air and School Contact Program contest, won the Bronze medal in the category “Best Integrated Communication Program” at the Event & Entertainment Management Association (EEMA) Awards 2012.
The ‘Dholakpur Breaking News’ contest gave children a unique opportunity to create a news story for their favorite superhero, ‘Chhota Bheem‘, and win a chance to feature on the channel. To enter the contest, kids simply had to watch their favorite channel POGO every Monday to Friday from 6:00pm for a series of fun breaking news clips and suggest their innovative end to the news story by calling ‘Dholakpur News Centre’ on 58888388 or by logging on to www.pogo.tv.
As a part of an extensive School Contact Program (SCP), POGO also visited 800 schools across Gujarat, Uttar Pradesh and Hyderabad to give kids the contest entry form and fill it with their report of how they think Chhota Bheem should solve the issue/situation shown in the breaking news clip. The form was then submitted in the POGO drop box specially installed in schools for this purpose.
Six lucky winners were featured on POGO as Chhota Bheem‘s special reporter, reporting their winning ‘Dholakpur Breaking News’ story. Additionally, 30 runners up winners were announced on POGO during the airing of Chhota Bheem every Monday-Friday at 6:00pm. Over and above all runners up were rewarded with I-pod shuffles every week.
Dhawal Katkar, Director, Marketing and PR, South Asia, Turner International India said, “It is an honor to receive this award from EEMA. The idea behind the initiative was to not only encourage children’s creativity in a fun and engaging manner but to also give it a platform. It was a very innovative concept which to our delight has received a phenomenal response from kids and the industry. This recognition has encouraged us to roll out this year‘s SCP with yet another unique concept. Currently, we are undertaking ‘Chhota Bheem ka Fatafat Formula‘, a SCP in which trained professionals will be teaching over 5 lakh students how to use simple self-defense techniques to protect themselves and their young friends from dangerous situations. We hope this campaign will receive the same success.”
EEMA is the only unified voice of the event management and experiential marketing industry. EEMAX 2012 was the fourth edition of the awards which recognized exemplary work in the events and experiential marketing space. In the ‘Best Integrated Communication Program‘ category, Pogo competed against not only brands in kids/broadcast but the across the various brand categories in India.