New Delhi: Nickelodeon has pioneered in celebrating International Yoga Day year-on-year with a view to engage its little fans and to lay the foundation of making Yoga a daily practice. This year, the leader in the kid’s category is taking Yoga Day activities a notch higher and is back with its latest edition of the fun and spirited #YogaSeHiHoga campaign.
As a part of the initiative, the brand has partnered with SARVA Yoga Studios, a wellness start-up, to bring Yoga closer to its little fans and educate them about the enormous benefits derived from Yoga. Nickelodeon and SARVA are bringing yoga to their audiences in a more cool and fun manner through a unique interactive Yoga workshop with Nicktoons Shiva, Rudra, and Happy. To proliferate the campaign, the brand has curated workshops with yoga experts from SARVA studios to instill a healthy lifestyle that is sure to de-stress kids in these difficult times.
Speaking on the initiative, Sonali Bhattacharya, Head Marketing Kids TV Network at Viacom18 said “We at Nickelodeon care deeply for kids and have always kept them at the core of all that we do by constantly engaging with them through memorable experiences like #YogaSeHiHoga. At a time when a large part of a child’s routine has changed with great restrictions on physical movement, we believe that with this unique campaign and with the power of our amazing Nicktoons, kids would get the stress buster they so deserve! The immense benefit of Yoga would be brought to life in a fun manner that kids can easily learn and adopt. By collaborating with like-minded partners, we are creating innovative and safe moments for kids to be healthy and happy in difficult times like this.”
Commending the initiative, P.N. Ranjit Kumar, Joint Secretary, Ministry of AYUSH, said, “Commending the initiative, P.N. Ranjit Kumar, Joint Secretary, and Spokesperson, Ministry of AYUSH said, “Ministry of AYUSH is happy to support Nickelodeon’s initiative Yoga Se Hi Hoga second time after seeing the excellent response received from little yogis last year. As the pandemic continues to challenge us, it is noteworthy to see kids brands like Nickelodeon coming forward to highlight the ability of Yoga to strengthen immunity. The campaign aligns with the theme of IDY 2021 ‘Yoga for wellness’, and we hope that people utilize this period as an opportunity to strengthen their health through Yoga practice.”
Sarvesh Shashi the founder of SARVA said, “I discovered Yoga when I was 6 years old. All thanks to my parents and teacher, I accepted it as a lifestyle. Practicing Yoga since childhood showers children a host of benefits that may seem small at first but as time passes by, they can expect to have better concentration, better memory, better focus, better performance at school and in sports… so on… SARVA has always aimed to break the myth that Yoga is boring. Through its 25 forms of yoga, we’ve attracted children as young as 3 and 5! During the pandemic, the presence of a positive, friendly influence like the Nick toons only encourages children to keep practicing and have fun while doing so. We are so glad to have tied up with Nickelodeon especially during this time where we have been urging the world saying #StartTohKaro!”
The campaign will be promoted by a 360-degree marketing and communications plan which will include on-air promotions across the Nickelodeon franchise, digital promotions, and a robust program of mommy networks and influencers who will amplify the reach to audiences at large. In addition to this, a virtual workshop is designed for all Viacom18 employees and their kids, ensuring a fun and memorable experience for our internal audience. Furthermore, the initiative will be brought alive on social media through a #YogaSeHiHoga program and a Kid Yoga Series through an array of fun short-form videos encouraging kids to imbibe Yoga in their daily lifestyle. All kids must do is upload their picture/video of them doing their favorite yoga pose on nickindia.com and the best ones would get featured on the channel. To emphasize the tremendous advantages that Yoga offers, the brand has collaborated with child prodigies Ishwar Sharma and Harsha Nivetha to come forward and extend their support to the initiative. Through a host of quirky videos and tons of on-air, and Yoga workshops by Nicktoons, the entire campaign will be supported by the Ministry of AYUSH.
In 2019, Nickelodeon celebrated International Yoga Day wherein Nicktoons Motu-Patlu performed Yoga with Prime Minister Narendra Modi and 40,000 people at Prabhat Tara ground, Ranchi and collaborated with Mumbai’s biggest Yoga event – ‘Yoga by the Bay’. Last year, owing to the pandemic, Nickelodeon celebrated Yoga Day virtually in partnership with AYUSH Ministry to inculcate yoga habits and highlight the importance of building a healthier immune system. The digital partnership was extensively promoted through interactive posts, videos, followed by a nationwide contest that reached out to over 630,000 mothers & kids combined through digital mediums and 3000+ entries received under the Yoga contest hosted on the brand platform.