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."

Latest Reads
Havas Creative Group India names Debpriyo Bhattacherjee as EVP & Planning head-north

Mumbai: Havas Creative Group India has appointed Debopriyo (Debo) Bhattacherjee as EVP & planning Head – North effective immediately.

MAM Media and Advertising People
Battle of the boxers: ASCI dismisses Amul Macho's complaint against Lux Cozi

Mumbai: Lux Cozi has won the legal battle against Amul Macho regarding its latest advertisement starring actor Varun Dhawan. In a significant ruling, the Advertising Standards Council of India (ASCI) has overruled the complaint filed by the rival innerwear brand stating that there was no similarity...

MAM Media and Advertising Ad Campaigns
HUL leads advertiser’s tally in week 37: Barc

Mumbai: FMCG major Hindustan Lever Ltd (HUL) led the top-ten advertisers list in Barc week 37 (11 – 17 September) with total ad volumes of 4718.72. Reckitt Benckiser (India) Ltd was a close second at 4028.89 (‘000s). Cadbury India stood third at 944.54. Brooke Bond Lipton India, ITC Ltd, Godrej...

MAM Marketing MAM
Amul Macho is back with its 'Yeh Toh Bada Toing Hai' TVC

Mumbai: Amul Macho turned gender stereotypes on its head way back in 2007 when the brand launched the daring “Yeh Toh Bada Toing Hai” TVC for Amul Macho underwear by focusing on female desire. With the jingle achieving cult status, the brand is back over a decade later with the launch of Macho...

MAM Media and Advertising Ad Campaigns
GUEST COLUMN: Digital marketing strategies to prepare for the festive season

Mumbai: If a year is like a film, then the festive season is the climax scene of the year! Consumers are all set to fill their online shopping carts with amazing offers this festive season. According to the consumer synopsis, the year 2021 will record a large number of traction from the non-metro...

MAM Marketing MAM
Fi walks the talk on smart ways to save money

Mumbai: Online banking platform Fi has launched its latest campaign during the Indian Premier League (IPL) season with a difference. With disruptive thinking being at the core of startups like Fi, the neobank has come up with a fresh take on the conventional television commercial.

MAM Marketing MAM
RS Sodhi conferred 'Business Leader of the Year' at the 8th IAA Leadership Awards

Mumbai: The  India chapter of the International Advertising Association’s (IAA) has announced the winners for the eighth edition of the Leadership Awards here on Friday evening. 

MAM Marketing MAM
GUEST COLUMN: Why do companies need to be more consumer-centric than brand-centric?

Mumbai: Experts and professionals have long debated the merits of customer-centricity versus brand-centricity. I have to say that it’s not one against the other; instead, both complement each other. With the fast-changing business landscape, the tenets of marketing and brand value have evolved...

MAM Marketing MAM
Ford India MD Anurag Mehrotra to step down by month-end

Mumbai: American auto major Ford has announced a change at the helm of affairs in India, weeks after declaring the stoppage of local manufacturing in the country. The company informed that Ford India president and managing director Anurag Mehrotra has put in his papers and will step down from his...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required