Kids channels optimistic about growth this festive season

Kids channels of Viacom18, Disney India, Turner International and SPN expect ad sales to pick up in the festive period through their tentpole marketing, fresh content and brand integrations

e4m by Madhuwanti Saha
Updated: Sep 25, 2017 8:16 AM

With the industry struck by economic hurdles due to demonetisation followed by GST implementation, it’s been a challenge to bring back the previously witnessed robust growth.  But things are slowly making headway with the growth in kids’ channels picking up during this short termed festive period. Viacom18’s kid cluster of four channels (Nick, Sonic, Nick Jr and Nick HD+) expects an ambitious 30 per cent growth in revenue in the season ‘on account of festive demand and brands scaling up their customer acquisition and engagement strategy.’

Nina Elavia Jaipuria, EVP & Business Head, Kids Cluster, Viacom18, says, “The onset of the festive season has seen impact investments from categories such as White Goods, Apparel, Automobiles etc.  Brands like Britannia, Hershey etc have mounted mount up their engagement for the festive season.” The network has already roped in advertisers such as Britannia, Sanofi, Mattel Toys, ITC, HMSI and Abbot, among others.

Nick will have a geographically focused campaign with very sharply targeted media used in a judicious ATL, BTL and digital mix. Sonic on the other hand will continue to drive reach and engagement with a media mix designed to increase sampling and draw eyeballs to the channel.

Known for offering brand solutions and customisations, Nick will air a new TVC by Yellow Diamond Rings with its popular character Motu Patlu. Jaipuria adds, “We will also have McCain Foods integrated with engaging Motu Patlu Funtargiri Interstitials.” 

Disney India with its four kids’ channels including the popular Hungama TV and Disney Junior is looking at an over 14 per cent growth in ad sales in the Oct-Nov-Dec quarter post GST implementation. This festive season, the network is particularly seeing interest from sectors such as e-commerce, automobile, consumer goods and mobile handsets among others. Abhishek Maheshwari, VP & Head, Media Networks & Interactive, Disney India, says, “We see a good term ahead for the network overall.”

The network utilised the short duration of the pre-poned festive season by running an aggressive campaign on Disney channel this month, with Disney movies like ‘Frozen’, ‘Big Hero 6’, ‘The Good Dinosaur’ and ‘The Jungle Book’. Similarly strategy was applied for its other channels Disney XD and Disney Junior with campaigns running on both of them. Maheshwari says, “We ran a campaign in September promoting our content on Disney XD including Marvel Avengers Assemble, Hulk and the agents of Smash, Phineas and Ferb.” 

Turner International India too is expecting a robust growth in September-October. Juhi Ravindranath, Vice President, Advertising Sales – South Asia, Turner International India, says, “The lead up to Diwali has been good, we have already seen a growth of 30 per cent in August vs July. September and October look strong.”

The network had roped in Unibic, Jolly Rancher, Amul, Yakult, LG, Dr Oetkar, Domino’s and Perfetti for its pre-Diwali period on-air. Ravindranath shares, “There is a good off take from e-commerce this year, with all the major players recognizing the kids’ genre as a key contributor to their plans.Consumer durables too are looking positive this season. In addition FMCG, which was slow in the last few months, has picked up steam with many new campaigns planned for this period.”

She adds, “We will kick off the festive period with theDusshera Stunt on POGO, followed by a Diwali stunt on both channels.”

The network is following its usual custom of promoting channels Pogo and Cartoon Network through Diwali contests with an all-expense paid trip to the Cartoon Network Amazone Park in Thailand and ‘Pogo Car’ as giveaways. The activity on Pogo is around its new show ‘Tik Tak Tail’ which will be branded with the channel elements.

The latest entrant in the space, Sony YAY! will see advertising pick up post Navratri with usual suspects coming on board. Leena Lele Dutta, Business Head, Sony YAY!, says, “We have got Dominos, KinderJoy and P&G.”

Dutta shares that the channel has Diwali tentpoles from Navratri with a Dusshera campaign followed by a Diwali campaign under the umbrella of ‘Sab Jholmaal Hai’ called ‘Jholmaal Bhari Diwali’ with their brand ambassador, actor Tiger Shroff. Dutta shares, “It’s going up from October 1 to last week. All our communication will be under ‘Jholmaal Bhari Diwali’. We started off with activation across 55 cities across the length and breadth of India. We go on air with our network support. In parallel we will go to regional channels down south, west and east and few pan Indian ones. We are reaching out to kids through mall activations, Kidzania and fun activities. We will target our six major T1 markets. There will be regular support from print and outdoor.”

Media planner Anita Nayyar, CEO of Havas Media, however, expects the growth the growth to be anywhere between 10 and 20 per cent due to demonetisation, GST implementation and the inauspicious Shraddh period. “I am not expecting a major growth. There will be interest from regular kids-based brands across food, gifting and confectionary and FMCG brands that will get more active on kids’ channels.”

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