MxMIndia

Tag: Children’s Day

  • Announces dedicated kids and family hub

    JioCinema goes on overdrive with kids

    By Our Staff

     

    On Children’s Day, JioCinema announced its foray into children’s entertainment with a focused ‘Kids and Family’ offering. With over 3000 hours of well-known global and Indian Ips in five-plus Indian languages. This takes the separate offering for children under Voot Kids to the next level. A communique issued quotes an unnamed spokesperson saying: “At JioCinema, we are deeply committed to building a one-stop destination for all things entertainment. We are invested in understanding Indian audiences and their preferences and continue to evolve as the preferred source for all their entertainment needs.”

     

    On offer will be old Viacom18 Ips like Motu Patlu, Shiva, Rudra, Chikoo aur Bunty, Pinaki and the Bhoot Bandhus, The Twisted Timelines of Sammy & Raj, Kanha – Morpankh Samrat, among others. And then there will be Harry Potter, Transformers, HBO Storybook musical, The Looney Tunes Show, Super Mario Bros, Justice League War World, Garfield, Tin Tin, Trollstopia, Zig & Shark, Peppa Pig, Pokémon, and movies like Shrek, Kung Fu Panda, Madagascar, Teen Titans Go, Polar Express, Lego Ninjago, The Flintstones, Boss Baby, etc. Some of this has been inked thanks to partnerships with leading studios including Cartoon Network Studios, Dreamworks, EOne, The Pokémon Company & Animaccord, among others, the offering will add fresh content every week.

     

    Headlining the rollout of the kids and family slate is the Pokemania festival which starts today (November 16).

     

    We spoke with an industry observer to get a perspective on the launch, and this is what she said: “What Jio Cinema has been able to crack is the code on what works for children, something that not many grown-up content heads find it difficult to do. Getting top content from across platform is creditable. The kids category is by far the toughest to please given that what appeals to an seven-year-old will be childish for someone who is 11. Jio Cinema has segmented this further with an age-appropriate approach and a promise of new show or movie every week for kids, something that no OTT or linear television offering is doing.”

     

  • Teach for India, the onground partner to amplify the campaign

    Godrej launches New Age ABC on Children’s Day

    By Our Staff

     

    On the occasion of Children’s Day, Godrej Group introduced a new version of ABC song that’s contemporary. With a vision of replacing the traditional ABC with the new-age ABC, Godrej Group has tied up with Teach For India for an onground partnership.

     

    Speaking on the launch of the New ABC song, Tanya Dubash, Executive Director and Chief Brand Officer at the Godrej Group, said: “It is imperative that children learn and inculcate the right attitudes and habits at a tender age. Since Children’s Day is extra special for us at Godrej, we thought of gifting our kids with a song that will help them become better individuals tomorrow even as they learn the basics of the alphabet. The new ABC song will therefore be an appropriate introduction to learning for the children of today.

     

    Added Shaheen Mistri, CEO and Founder Trustee, Teach For India: “At Teach For India, we keep children at the centre of everything that we do. We want every child to reach their truest potential by giving them access to an excellent, reimagined education. With the new-age ABCDs, we can start to sow the seeds of what children can truly imagine for themselves, for others, and for India.”

     

    Said Anu Joseph, Co-Founder and Creative Vice Chairman at Creativeland Asia: “With so many things changing around us over the last couple of years, we thought kids should have a new set of things to remember and learn. Therefore, this new-age ABC song”.

     

  • A 16-page tabloid was titled "Kutty Mathrubhumi"

    Mathrubhumi creates tabloid for Children’s Day

    By Our Staff

     

    Mathrubhumi group celebrated Children’s Day with the publication of 16-page tabloid “Kutty Mathrubhumi”  distributed with the main newspaper.

     

    Commenting on the association with  Kutty Mathrubhumi,  Satish N S, Senior Vice President, Haier Appliances India, said: “The concept perfectly sat at the epicentre of our efforts in creating beautiful homes. The association got further accentuated with our contest. The feedback has been satisfying. Team at Mathrubhumi is focused on client delight. Hence doing business with them is always a pleasure.  We wish them the very best.”

     

    Speaking about the initiative, M V Shreyams Kumar, Managing Director, Mathrubhumi Group added: “From the encouraging reviews we have been receiving it is well evident that Kutty Mathrubhumi has been very well appreciated by both the children as well as their parents.  At Mathrubhumi we are committed to providing value to our readers and our advertisers.  There’s a myth that newspaper readership is moving to digital. We believe at least in the context of Kerala this will remain a myth for many more years to come, purely going by the impact our stories are creating. In the last three weeks alone, three of our stories and the public appreciation/participation around the same resulted in very tangible actions.  We remain grateful to our readers and our advertisers.”

     

     

  • Emphasising on the importance of learning through #PowerofPlay

    PlayShifu launches campaign for Children’s Day

    By Our Staff

     

    Early learning toy brand, PlayShifu, has launched a campaign that talks about the Power of Play. The campaign runs through Children’s Day as well, to spread awareness around nurturing children through an educative and interactive approach. Emphasising on the importance of learning through #PowerofPlay, the brand aims to inculcate a new way of approaching learning.

     

    Said Vivek Goyal, CEO of PlayShifu: “Early learning is mostly informal, since children between the ages of 3 and 7 absorb information like sponges. They learn from the moment they wake up till they go to bed; they learn from everything they hear, see, touch, or interact with. Providing a holistic play-learn experience has been our motivation, and our vision is to deliver the best of both worlds, with each new product.”

     

  • As part of the Allen Solly Children’s Day Celebration, children are coming together at exclusive Allen Solly Juniors stores across Bangalore, Cochin, Calicut, and Lucknow

    Allen Solly celebrates Children’s Day with an emotional twist

    By A Correspondent

     

    Allen Solly brought out a creative way to make their junior stores a hub for colourful creativity on the occasion of Children’s Day. At the event, children were paired up with a group of talented kids from local NGOs like CRY, Sparsha Trust, Sarthak Foundation and SOS Children’s Village to participate in a drawing competition at the exclusive Allen Solly Junior store across cities to win exciting prizes.

     

    Commenting on the event, Anil. S. Kumar, COO, Allen Solly said: “Allen Solly Juniors is about fun and vibrancy. Children’s Day is all about celebration and we wanted to connect with the little ones on their special day. Story telling is every child’s favourite past time and hence we made that the core of the celebration. Kids coming together to have fun, doodling and colouring as a team made the event more special.”

     

     

  • This digital campaign is the sequel of the #InspiredByIndia campaign

    Citroen India launches #InspiredByChildren campaign on Children’s Day

    By A Correspondent

     

    Citroen, part of the auto conglomerate Groupe PSA, launched its latest campaign #InspiredByChildren, on Children’s Day. Th digital campaign is the sequel of the #InspiredByIndia campaign, which is said to have increased the Citroën follower base on Instagram and also boosted the engagement rate on Facebook.

    Commenting on the campaign, Arindam Sengupta, Managing Partner – West & South, Havas Creative said: “#InspiredByChildren campaign is a great idea for brand Citroën to celebrate children’s day in a unique, fun and engaging way. We at Havas Creative Mumbai are excited about this campaign as it provides a unique platform for brand Citroën to engage with children and their families through their creativity and imagination.”

     

     

  • The video-led campaign reminds the nation – home to the world’s largest young workforce – which the elderly need as much care as our children

    Adani Group turns focus on seniors on C-Day

    By A Correspondent

     

    The Adani Group’s Children’s Day campaign delivers a strong message to Indians about its aging population. The video reminds the country that the elderly need as much care as children.

     

    Notes a comunique: “The Adani Group, with this initiative creates awareness on the importance of caring for the elderly. With #HappyChidlrensDay campaign, the group churns out the crux of the video by emphasizing on making parents an integral part of our lives. The campaign brings forth a new perspective of celebrating the special occasion of Children’s Day with the aged population. “

     

     

  • The activity will aid young parents to acknowledge and appreciate the creativity and hidden talent in their child

    Seven Seas unveils new campaign, #MyLittleGenius

    By A Correspondent

     

    In the run-up to Children’s Day, Procter & Gamble Health brand Seven Seas has launched a new campaign ‘My Little Genius’. The campaign encourages parents to discover the true potential in their little one and celebrate it with the whole world.

     

    Said Procter & Gamble Health Limited’s, Managing Director, Milind Thatte: “Children have so many unique qualities and hidden talents such as those depicted in our campaign films released on various digital channels including our Seven Seas Facebook page. We call on parents to send in stories of their little geniuses at the earliest and see their child’s talent celebrated on the Seven Seas® ‘Museum of Genius’.”

     

    The on-ground unveiling  of the ‘Museum of Genius’ will take place three days after Children’s Day… that’s November 17

     

     

  • Despite 50 top brands in the country that target children actively, the day increasingly finds little resonance, writes Shailesh Kapoor

    Shailesh Kapoor: Is Children’s Day losing media significance

     

    By Shailesh Kapoor

     

    Today is Children’s Day. Unlike many other branded days – such as Mother’s Day, Daughter’s Day, Father’s Day and, of course, Valentine’s Day – Children’s Day is an indigenous event, observed on the birth anniversary of Jawaharlal Nehru.

     

    But like most festivals and special days, the genesis becomes less important over time, than the actual celebration. Children’s Day, however, suffers from both genesis and celebration issues.

     

    Have you seen any significant TV commercial or print ad around Children’s Day? Or any special episodes of TV shows themed around this day? Some kids channels have planned specials of their existing shows, but those are destinations where every day is Children’s Day anyway.

     

    We have all seen the media exploitation of Valentine’s Day, Mother’s Day and the likes over the last two decades. Brands have used these specials to peddle offers or simply communicate their brand message in a more contextual environment.

     

    But with Children’s Day, very few such efforts are visible. There are at least 50 top brands in the country that target children actively. And the parent-child bond (especially the mother-child) is a part of many brand messages. Yet, Children’s Day finds no resonance.

     

    Is it because over time, the awareness of this occasion has reduced amongst the children themselves? That, indeed, is one of the reasons. But it also begs the question, because if media can create awareness of non-existent properties (where was Father’s Day a decade ago?), it can surely revive a traditionally strong one.

     

    I suspect this has something to do with the indigenous vs. foreign difference. In MNCs, brand plans are often made globally and then adapted for local execution. Children’s Day would never feature in such a plan. And if some key brands choose to ignore it, the momentum will never build enough to create the threshold the day needs to become ‘marketable’.

     

    But there’s another aspect that could also be leading to this, and that’s the one that bothers me more. Indian entertainment businesses (both television and films) have always treated the children segment with a sense of tentativeness. It’s been the orphaned target group, left to find its entertainment in cartoons, while all the content innovation happens for the adults.

     

    In India, a kid can watch animation content till the age of 12, and then graduate straight to a Saathiya or a Roadies. There is no in-between, barring an odd show like CID or Taarak Mehta. The only channels we research kids for are the kids channels. Everyone else is happy catering to 15+.

     

    Much as this may seem ‘correct’, it creates an impact that is extremely worrying. Kids channels are heavily under-indexed on advertising revenues and hence cannot afford original live-action productions with any sense of scale. As a result, over the last two decades, Indian kids have little content variety on offer. Even as a housewife tries and balances as many as 10-12 shows in a day, her child has adjusted himself to just one or two shows, which he will now watch for the next three years, if not more. You don’t need to be a child psychologist to know that the long-term damage here can be fairly substantive in nature.

     

    It’s time for the top GECs and film studios to challenges themselves. There is immense commercial opportunity too. But is there enough will to dip into it?