High frequency campaign for Voot Kids “Bachche ab no more atko’ing, no more latko’ing!” rolls out across all major kids channels and digital platforms starting 23rd June, 2017
Mumbai: Viacom18’s Video-On-Demand OTT service, VOOT is all set roll out the hi-decibel campaign for its Kids Content segment – VOOT Kids. VOOT Kids has been a key differentiation and a big driving force behind the platforms viewership acceleration and engagement growth.
The engaging kid’s entertainment destination has now rolled out an immersive campaign “Bachche ab no more atko’ing” as a solve for parents,who inadvertently place their children in the midst of boring situations, while they go about their daily chores and tasks. The campaign conceptualised by Mullen Lintasis poised to significantly amplify engagement and viewership for VOOT Kids.
Parents often have their kids come along with them while they go about their regular activities like shopping, socializing, doctor appointments and even at times office work. Kids find themselves stuck in an adult world that is boring and devoid of fun & excitement. This is where VOOT Kids comes in. VOOT Kids understands this predicament and empowers both kids and parents by becoming the kids best friend, transporting them into an entertaining and imaginary world brimming with excitement and delight. This is the world of their favourite characters and wonderful stories.
This above message is delivered through a very creative and engaging film that will captivate and catchthe attention of both parents and kids.
Commenting on continued focus onunderstanding kids and their needs, Akash Banerjee, Head – Marketing& Partnerships, Viacom18 Digital Ventures, said, “Kids live in a universe of their own – their toys, favourite toons, games/activities with their friends, their possessions, etc. make up a large part of the world they relate to.The concept of #NoMoreAtakoing is fundamentally rooted in the compulsions of nuclear families and the resulting situations where kids find themselves in dull and un-relatable situations–here is where Voot Kids swoops in to save the day and makes them smile. We’ve delivered this message through ananthem and several relatable situations. Our endeavour at VOOT Kids is to ensure that fun, entertainment and development continues uninterrupted for kids through engaging characters and immersive storytelling. The campaign is set to make Voot Kids’ every child’s best friend, always & forever.”
The campaign will witness a high decibel 360 degrees marketing outreach that will include home as well as cross channel promotions, digital platforms and innovative social media outreach (for the parents) and amplification initiatives. The campaign with its emotional connect and category relevance is sure to start high decibel conversations around VOOT Kids.
Speaking about the creative process and relevance behind the campaign, Ayyappan Raj, EVP-Mullen Lintas “Voot is one of the leading brands in the Digital Video space and we are very proud to be associated with it. The brief for this particular campaign for VOOT Kidswas based on a simple but powerful insight of ‘kids being stuck in an adult world’ and we really enjoyed coming up with this creative solve for this message. We made the entire product pitch as a charming appeal from the kids to the adults. That’s what “No more Atakoing, Latakoing” is all about, a jolly anthem of kids being stuck in different situations and Voot Kids coming to rescue. “
Speaking about the thought behind the campaign Garima Khandelwal, ECD-Mullen Lintas said “Kids being lost in their own creative & wonderful world is anyday more funthan them trapped in ours, was the starting point of this brand film from Voot Kids.We used a simple mnemonic of a rotating chair to tie together all the normal and everyday places for adults, but boring places for kids to be in.We are confident of the campaign cutting through very effectively to both parents and the kids.”
Client Credits:Akash Banerji, Batjuban Nongbet, Pradip Thakker, Rishika Sharma
Agency Credits: Mullen Lintas, Mumbai
Creative: Shriram Iyer, Garima Khandelwal, Ripanka Kalita, Ashwin Joharapurkar, Shashank Salaskar, Anjali Ahuja
Account Management: Ayyappan Raj, Lloyd Soans, Aishwarya Chachad
Planning: Ekta Relan, Pallavi Bhosale
Films Department: Satyajit Ganu
Production House (Director): PH – Chalk & Cheese Films (Naruttam Achowe)