Nickelodeon India announced today that the channel is aggressively working to take entertainment beyond television and make content available across multiple screens. The first step in the process has been a tie up with Tata DoCoMo, where 3G users can watch a show by making a video call, in sync with the airing of the show.
At the same time, the channel is also launching various mobile games across different application stores, starting with the Nokia Application Store (formerly the Ovi store) and GetJar. Furthering the brand's digital connect with fans, Vodafone, Airtel and Idea subscribers can also have the Keymon Ache song as their caller tune.
The campaign aims to engage the young across multiple screens, and is built around a new micro-site where visitors can play games, download wallpapers and watch episodes online. Similar content has also been made available on WAP for mobile internet users.
Nina Elavia Jaipuria, Senior Vice President & General Manager, Nickelodeon India says, “Nickelodeon is committed to building the Keymon Ache franchise across platforms and making it a huge hit with kids. We are investing heavily in building assets in the digital and mobile space to connect with the wired generation of kids and engage them like never before! I am sure Nickelodeon will continue to pioneer many initiatives in this space in the future.”
Sharad Arora, Chief Officer, Wireless Solutions, Tata Teleservices Limited, added, “At Tata DOCOMO, we are very excited about this new series, one that extends entertainment to the digital and mobile space for our users. Nickelodeon is the unparalleled choice for us as it provides us with an ideal platform to connect with kids and young adults. We hope to have similar tie-ups in the future as well — and bring in a world of new experiences to our customers.”
Encompassing various platforms to create higher visibility and build affinity for their character ‘Keymon Ache’, Nickelodeon is also undertaking pan-India promotions involving a 360 degree campaign across cities, on-air promotions, buzz through print, outdoor innovations, ambient media (OOH) at high footfall areas like Big Bazaar, MC Donalds, Airports and DTH promotions on Tata Sky.