Voot Kids, Viacom 18’s Video-On-Demand OTT service for children, has come out with a new campaign that aims to be an antidote for boredom. Conceptualised by Mullen Lintas, the campaign intends to significantly amplify engagement and viewership for Voot Kids.
Speaking about the campaign and the idea behind it, Akash Banerjee, Head, Marketing and Partnerships, Viacom18 Digital Ventures, said, “Our ambition is to make Voot Kids India’s biggest parents approved kids favourite brand. Kids live in their own universe. Their toys, their cartoon characters make up a large part of the world that they relate to. But today parents want children to participate in everything like shopping, long drives, sightseeing and these might be things that kids do not necessarily relate to. This is where we thought we should come in and create a compelling communication that can highlight the role that Voot Kids can play in the daily life of the users and build a communication on the back of a really incisive insight by becoming their best friend and companion on multiple occasions. This is what pretty much lead to the conception of this entire communication of ‘Ab no more atkoing, no more latakoing’.”
The ad film is a montage of kids stuck in situations with adults like meetings, shopping and grooming sessions. This is when Voot Kids comes to their rescue and free them from boredom.
Commenting on the creative process and the relevance behind the campaign, Ayyappan Raj, EVP-Mullen Lintas, said, “The brief for this particular campaign for Voot Kids was 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 atkoing, latakoing’ is all about, a jolly anthem of kids being stuck in different situations and Voot Kids coming to rescue.”
Creating communication is a difficult process but more so if you are creating communication of kids because the communication should not only persuade the kids but also influence parents.
“The biggest challenge, when creating communication not just for kids but creating communication for kids for a digital platform, is that while the end user is the kid the phone is that of the parent. To a great extent even the decision whether this app can be downloaded or not is that of the parent. So, when we made this communication the desired consumer response that we wanted from the kids is ‘we love this brand because it understand me really well’ and for parents we wanted it to be the ‘aha’ moment that should bring a smile on the parent’s face as they realise and empathise with what their kids go through,” said Banerjee.
Elaborating on the marketing strategy for the campaign Banerjee said, “Our primary target audience (TG), very clearly, are the kids. The secondary TG are however also the parents. So, this communication will go very heavily on the Viacom 18 network including Nickelodeon. Plus, we are also buying spots outside Viacom 18 network like on Discovery, Turner network, all targeting kids. We are also going very heavily on digital like YouTube and even games. We are doing a partnership with Nazara where a lot of the video inventory is going to be taken up on each of these platforms because kids are coming in and engaging a lot with those platforms. For the parents, we are very clearly focusing on social media platforms.”
Banerjee also mentioned that Voot Kids today contributes to more than 15 per cent of Voot consumption and the marketing spend on the new campaign will be commensurate to what Voot Kids is delivering to the platform.
The ad film:
Client: Voot Kids
Agency: Mullen Lintas, Mumbai
Client Credits: Akash Banerji, Batjuban Nongbet, Pradip Thakker, Rishika Sharma
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)