Nickelodeon launches home-grown animated show

To offer differentiated Indian content to kids, Nickelodeon to launch ‘Motu Patlu’. It will be promoted via numerous ATL & BTL activities

e4m by Synjini Nandi
Updated: Oct 5, 2012 8:17 PM
Nickelodeon launches home-grown animated show

Nickelodeon is all set to launch a brand new comedy ‘Motu Patlu’ in October. The animated show, which is targeted at all age groups, is part of Nickelodeon’s attempt in offering differentiated Indian content to kids. The show brings alive the classic comic stars ‘Motu Patlu’ and has stories that are deeply rooted in India and are inspired from the characters of Lot Pot Comics.

The show ‘Motu Patlu’ with 3D animation by Maya Digital Studios also features a title song that brings together the musical triumvirate of Gulzar and Sandesh Shandilya who has composed music for the entire series including the theme song that is sung by singer Sukhwinder Singh. The channel will be launching the first season of the show comprising 13 episodes followed by the second season.

Commenting on the importance of local animated content, Anu Sikka, Vice President, Programming and Scheduling, Nickelodeon India stated, “Original content needs to be created which makes it easy for children to connect in a similar way they connect with ‘Keymon Ache’ since it is Indian and looks Indian. But home-grown content also needs to travel abroad and get accepted by the outside audience. We as broadcasters can invest more in the local content as long as the costs are shared.”

The channel has adopted a 360 degree marketing campaign which would consist of multiple points covering ATL and BTL media vehicles. In order to create awareness among the kids and adults, the channel will consider different media platforms such as television, print, outdoor and radio along with van activations for promotional activities.

The channel will focus on television as the primary medium as it ensures maximum reach. It will promote the show not only across its network channels such as Colors but also across channels outside the network such as Star, Life Ok, etc. The channel also plans to use the radio media in a big way. Nickelodeon is undertaking various promotional activities through the print media such as comic book.

In addition, ‘Motu Patlu’ will also be brought to the kids through numerous BTL activities consisting of van activations across 15 towns in UP and around 12 to 15 towns in MP, mall activations and engagement in retail chains such as Pantaloons, which ensures presence in the retail market. Innovative ‘Motu Patlu’ meals will be available across Bombay Blues outlets in Mumbai. It will also be promoted through hobby workshops with Hobby Ideas as well at Times Zone where kids can chill out.

In order to connect with the tech-savvy kids of today, Nickelodeon will also invest in building digital assets for ‘Motu Patlu’. Kids can interact on the digital and mobile platform through numerous games, contests, downloadables and a lot more on the microsite. Social media platforms such as Facebook and Twitter will also be used to keep the engagement going.

Commenting on the marketing initiatives for the show, Nina Elavia Jaipuria, Executive Vice President, Business Head, Sonic and Nickelodeon India stated, “Kids are the most dynamic consumers to please and we have to keep evolving and innovating to keep them engaged. ‘Motu Patlu’ is a path-breaking and contemporary show that will go multi-platform to connect with kids all across the country. The festive season is upon us with Diwali, Dussehra, Durga Puja and the tie-up with the retail stores would hopefully help us catch a lot of footfalls.”

Jaipuria concluded by saying that though the creation of local animated content is on a steady rise, there is a challenge from the business perspective since it is an expensive proposition. Therefore, it is important for the costs to be shared with the animation studio, the broadcaster as well as try to make the content cross boundaries to monetise and cover up for the investments that go in for the creation of local animation.

The show would premier on October 16 exclusively on Nickelodeon.

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