Television

Nickelodeon takes its toons outside TV

MUMBAI: There are no second thoughts when we say that India is a significant player in the ever growing consumer products and brand licensing market.  Reports peg the brand licensing market globally at close to $ 150 billion at retail, while India contributes $450 million. And banking on this is Viacom18’s consumer products business which sees a massive growth in kids’ merchandise and products space.

 

While ramping up core categories like toys, apparel, footwear, back to school, eyewear, publishing and accessories for its Nick brands, Viacom18’s consumer products aims to accelerate and build its toons outside broadcast through promotional licensing model. Reason: the network aims to leverage Nickelodeon’s popular kids’ brands to support the promotional requirements of client brands that typically have mothers or families as their media audience and kids and tweens as end consumers.

 

To kick start this strategic thrust, Viacom18’s consumer product business has partnered with Domino’s, the fast food chain in the country, to launch the first ever ‘Junior’s Joy Box Meal’, to cater to kids’ taste buds and their love for toys alike.

 

As part of the partnership, families that order ‘Junior’s Joy Box Meal’ for their kids from the nearest Domino’s Pizza outlet can take home Nickelodeon’s popular Nicktoon and SpongeBob Squarepants merchandises.

 

Priced at Rs 99 per meal, the box includes a slice of pizza, a few breadsticks seasoned with oregano, a rainbow sprinkled custard desert and a mango based beverage.

 

So why did the network lock the deal with brand Dominos? “Dominos is the number one QSR (Quick Service Restaurant) in its category. Given its reach and popularity we chose to partner with it. We wanted to go beyond the broadcast space while Dominos wanted to associate with a strong and reputed brand like Viacom18,” answers Viacom18 Media head - consumer products Saugato Bhowmik.

 

According to him, Viacom18 is very selective while partnering with a brand. “The network’s internal preference was Dominos,” he adds.

 

The three-month deal which was rolled out in May 2014 will be on till September. “Kids loved this since apart from the customised ready meal they are getting an attractive figurine of SpongeBob,” says Bhowmik.

 

According to him, SpongeBob was a natural fit for the choice of merchandise, because of its happy, cheerful and optimistic characteristics. SpongeBob Squarepants is an extremely popular toon amongst both, kids and adults, “Hence this partnership with Domino’s is set to gain much traction,” hopes Bhowmik.

 

The association is being supported by 360 degree marketing campaign. This partnership brings two brands together to deliver a product that can be enjoyed, not just by the kids but parents as well.

 

The network has taken the route of mass marketing to promote this deal starting with a TVC that is being aired on all its channels. Going forward, they are also looking at meet and greets with the children and the toons across India.

 

According to Domino’s Pizza India VP marketing Harneet Singh Rajpal, Junior’s Joy Box as a product was created to broaden the full meal options for kids, who are already a part of their consumer base. “With our new product, we are also giving out SpongeBob Squarepants as a package during the launch phase.”

 

Rajpal believes that tying up with Nick gives them an added advantage as it creates higher level of engagement and attraction amongst kids.  

 

For Bhowmik the deal has helped them go beyond television and bring the famous toons closer to kids. Moreover, the network claims to have achieved three times more business targets that it had even aimed at.

 

The network has a global partnership out of its international office in the US for ‘Teenage Mutant Ninja Turtles’ which is available with the McDonald’s Happy Meal.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/24/Untitled-1_1.jpg?itok=6E8Mzf3f
Sony Le Plex HD launches; destination for acclaimed & blockbuster movie titles

MUMBAI: Movie buffs are in for a treat as folks at Sony Pictures Network India (SPN) have come up with a premium fun hangout place for Hollywood film lovers. Called Sony Le Plex HD, the channel will be a house to not just from mainstream Hollywood movies but also acclaimed movies. With the brand...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/24/Untitled-1.jpg?itok=RpD-T-CL
UCWeb enters into strategic partnership with Colors TV

China based mobile browser company UCWeb has launched its new version in India with a strategic partnership with Viacom18’s Hindi GEC Colors TV for exclusive content.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/23/Untitled-1_35.jpg?itok=_c-EkWh1
Discovery brings new reality-drama series 'Hardcore Pawn'

Pawning is an old practice and pawn shops are a common phenomenon in the USA, where one can get quick and easy cash by pledging (loan) their personal belongings or selling their valuable items. Discovery’s new reality series HARDCORE PAWN takes viewers into the crazy and dynamic world of American...

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/23/Untitled-1_17.jpg?itok=vZbblkwZ
&TV's The Voice India Kids gears up for Battles

&TV’s premiere singing reality show The Voice India Kids has gained immense popularity and fan following for its great talent, fun banter between the Coaches and superlative singing. The young voices introduced in BLIND audition have definitely lived up to the motto of “Size kum hai, par dum...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/23/Untitled-1.jpg?itok=jQeeFfSA
Music genre emerges top gainer in HSM: Chrome week 33

With a marked increase of 2 per cent, the music genre emerged as the top gainer in Chrome’s Opportunity to See (OTS) analysis for the Hindi speaking market (HSM).

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/23/THE%20NUT%20JOB.jpg?itok=BOlV9Nj6
Discovery kids presents the tv premiere of acclaimed animation movie 'the nut job'

Discovery Kids presents the hit animated movie - THE NUT JOB,in Hindi for the time on Indian television. The movie features the adventures of the mischievous squirrel named Surlyand his mute rat partner Buddy in the fictional town of Oakton City.

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/23/Arun-Thapar.jpg?itok=JO_E_HqM
A+E Networks|TV18 appoints Arun Thapar as executive vice president & head -content

A+E Networks|TV18 has appointed Arun Thapar as Executive Vice President & Head- Content. The announcement was made today by Avinash Kaul, Managing Director, A+E Networks | TV18 and President - Strategy, Product & Alliances - Network18 to whom Arun reports.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/22/Untitled-1_3.jpg?itok=BG2kE1Ga
TV producer Colosceum's new drive

MUMBAI: Lalit Sharma has one ambition that keeps him up all night, it's the drive to take his production house Colosceum Media into new vistas. The smiling soft-spoken bearded CEO whose charge has built up its reputation as a top notch producer of non-fiction and reality shows would like to balance...

Television Production House TV Commercial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/22/NDTV.jpg?itok=Xe4mZ0K9
NDTV wins 2007-2008 tax appeals case

Delhi-based news broadcaster the Prannoy Roy-headed NDTV has been caught up in a legal tangle with the income tax (IT) department for sometime. Last week, the income tax appellate tribunal (ITAT) ruled in its favour on tax matters related to assessment years 2007-2008 and 2008-2009.

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories