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Nickelodeon gets aggressive on the digital & mobile platform

Announces innovations with its newly launched show – Keymon Ache.

BestMediaInfo Bureau | Delhi | May 24, 2011

Nickelodeon India prepares for the next big innovation in the kids space by taking entertainment beyond television and making content available across multiple screens, thus engaging millions nationally.

In a first-of-its-kind association with Tata DOCOMO, Nickelodeon has launched the show on 3G Video Call in concurrence with the on-air launch of the show. Keeping in mind the recent surge in the popularity of mobile gaming, Keymon Ache mobile games are also available across various mobile operators and application storefronts i.eNokia’s application store ‘Ovi’ and GetJar (World’s largest mobile application store) to name a few.Vodafone, Airtel & IDEA subscribers can also have the Keymon Ache song as their caller tune!

The channel promises to engage Gen-Y across multiple screens and hence to roll out this aggressive promotion campaign, Nickelodeon has also created a micro-site - where one can play games, download wall papers, and enjoy Keymon Ache episodes. Similar content has also been made available on WAP to allow mobile users to interact with the Keymon Ache on the go.

Commenting on the multiplatform initiatives, Nina Elavia Jaipuria, Senior Vice President & General Manager, Nickelodeon India says, “Nickelodeon is committed to building the Keymon Ache franchise across platforms and making it a huge hit with kids. We are investing heavily in building assets in the digital and mobile space to connect with the wired generation of kids and engage them like never before! I am sure Nickelodeon will continue to pioneer many initiatives in this space in the future.”

Sharad Arora, Chief Officer, Wireless Solutions, Tata Teleservices Limited, added, “At TataDOCOMO, we are very excited about this new series, one that extends entertainment to the digital and mobile space for our users. Nickelodeon is the unparalleled choice for us as it provides us with an ideal platform to connect with kids and young adults. We hope to have similar tie-ups in the future as well—and bring in a world of new experiences to our customers.”

Encompassing various platforms to create higher visibility and build affinity for the coolest magical character ‘Keymon Ache’, Nickelodeon is also undertaking pan-India promotions like – 3600campaign across cities, on-air promotions, buzz through print, outdoor innovations, ambient media (OOH) at high footfall areas like Big Bazaar, MC Donalds, Airports and DTH promotions on Tata Sky.

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