Nick's Keymon Ache & Nani make silver screen debut today!

The channel plans to launch a consumer product range for kids that will include apparel, puzzles and DVDs. Scarecrow is the creative agency handling the promotions 

Shachi Tapiawala | Mumbai | November 9, 2012

After capturing the hearts and minds of kids on television, Nickelodeon India's non-mythological production, Keymon Ache, is slated to make its theatrical debut on the silver screen today. The Viacom18 Motion Pictures release, 'Keymon Ache & Nani in Space Adventure', has been produced in association with DQ Entertainment International. It will witness a four-city theatrical release across Mumbai, Pune, Delhi and Bangalore in leading multiplexes.

The creative agency appointed for promoting the launch is Scarecrow Communications and the on-ground agency is Percept D' Mark.

Shedding some light on Keymon's Bollywood debut, Nina Elavia Jaipuria, EVP and Business Head, Sonic and Nickelodeon India, said, “Taking Keymon Ache's popularity a step further, Nickelodeon is taking its entertainment quotient to the silver screen. We hope to connect with our audience and reach out to them through multiple touchpoints, thus tangibilising and creating awareness for Keymon Ache. Nickelodeon will ensure kids and parents enjoy their Diwali holidays at the movies.”

To promote the movie, the channel plans to launch a consumer product range for kids above four years of age that will include apparel, puzzles and DVDs. Additionally, Keymon footwear is scheduled to launch in association with Wiesner Worldwide Kreations. To create further excitement for Keymon fans, Reliance Footprints and Maya Gitanjali will run a retail-based contest called 'Star with the Super Star'. Winners of the contest get an opportunity to catch the premiere of the movie with the character, Keymon Ache.

Sandeep Dahiya, Senior VP - Consumer Products & Communications, Viacom18 Media, said, “Keymon Ache has been a frontrunner ever since it was launched on Nickelodeon and it's only natural that we extend his presence beyond television. The launch of Keymon Ache merchandise will further strengthen our existing product lines around Dora the Explorer, SpongeBob SqaurePants and Ninja Hattori, which has an existing presence in over 50 categories in India.”

To advertise the movie on-ground, the channel has partnered with Gelato Italiano, where a Keymon Special Black Currant flavour will be available across all its outlets in Mumbai, Delhi, Bangalore and Pune. Nickelodeon will also give an opportunity to kids to participate in a simple contest being held at these outlets and stand a chance to win Nickelodeon merchandise. In the digital space, a customised Keymon microsite will keep the kids engaged through games and movie videos.

Anu Tekriwal, Senior Account Executive, Scarecrow Communications, commented, “We have been appointed as the creative agency to handle the creative layouts and the artworks for promoting the movie. Apart from advertising through print media and hoardings, we have created innovative invites amongst many other artworks.”

Shachi@BestMediaInfo.com

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