Madison Media crafts 'Slime' for Pidilite
The agency conceptualised and executed an integrated marketing approach in collaboration with Nickelodeon and Voot Kids
Madison Media has conceptualised and executed an interesting, fun and engaging activity for kids this summer for its client, Pidilite, by popularising here in India, the famous “Slime”. Slime is a popular phenomenon and a worldwide fad amongst kids and teenagers making use of adhesive. The agency conceptualised and executed an integrated marketing approach in collaboration with kids Channel Nickelodeon and video-on-demand platform Voot Kids.
The innovative activity saw protagonists Motu & Patlu create engaging and humorous content on making slime with Fevicol MR, further amplified through a contest inspiring kids to make slime easily at home. The campaign had huge visibility on Nick & Sonic channel across six weeks with prominent presence across kids lead shows.
VOOT created the “Fevicol Slime Squad”, a micro-content series featuring four popular child artists, who decide to make the most of the summer with different kinds of slime. This initiative was a pioneering activity by a kid’s marketer to engage with the audience on the digital medium. The episodes have been designed keeping the discerning needs of the digital natives - short duration content of five minutes each. Each episode of the Fevicol Slime Squad featured an engaging story plot involving an interesting prank i.e. the ghost prank, magic prank etc, played by one of the kids using Slime. This was then followed through by DIY content on the making of each type of slime.
VOOT ensured prime visibility for the co-branded series alongside their marquee shows on the platform, ensuring that the branded series becomes an organic part of the content discovery for kids.
The audience was also incentivized to experiment with slime at home and share their unique stories on hobbyideas.com, for a once-in-a-lifetime chance to feature as winners on Nickelodeon and VOOT. The campaign was also brought alive on-ground through workshops and demos for kids in schools, summer camps, and modern trade outlets across the country.
Speaking about the innovative brand solution, Rahul Sinha, President, Pidilite Industries (ASF Division) said, “We see Slime as a perfect mix of creativity and expression by children – our core Target Audience. It allows a child to express his creativity in a manner that is fun for him. Fevicol MR is happy to be a part of this joy of creation.”
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Talking about the engaging brand proliferation idea, Vanita Keswani, CEO, Madison Media Sigma, said, “It was a delight to work on this activation and it is heartening to note that it has been featuring among the top 20 shows on Voot in the last few weeks and is No. 2 in terms of retention or repeat viewing among kids versus other IPs.”
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