Viacom18 has partnered with KidZania (Delhi) for a Nickelodeon and Colors-themed TV studio. The partnership with KidZania is a step forward in Viacom18’s strategy of building ecosystems outside the traditional television landscape, creating synergies across brands and platforms.
KidZania is an interactive indoor theme park that empowers, inspires and educates kids through real-life role-play activities. This partnership will take kids to a front row, behind-the-scenes seat where kids can themselves see, learn and then replicate the actual experience that plays out behind the scenes. By blending reality with entertainment, this partnership aims to provide an authentic and powerful developmental platform where kids can discover, explore and learn about the real world.
About the collaboration with KidZania, Raj Nayak, COO, Viacom18, said, “At Viacom18, we believe that creating experiences through multiple touchpoints goes a long way in fostering an engaged relationship with consumers. This partnership with KidZania brings a perfect opportunity for us to collaborate with like-minded partners and creating a platform for children to experience different aspects of the media and entertainment industry.”
The Colors Studio will allow kids to actively interact and understand the story that is going to unfold for Colors properties like India’s Got Talent, Rising Star, Jhalak Dikhlaa Jaa or India Banega Manch. They can choose to be in front of the camera or behind it; enact the role of a celebrity host or get ready to dance with the stars and step into the shoes of their favourite judges.
About the Nickelodeon Studio at Kidzania, Nina Elavia Jaipuria, Head, Kids Entertainment Cluster, Viacom18, said, “Nickelodeon has always endeavoured to engage with kids by providing them unique and immersive experiences that are unparalleled. This partnership is another step towards inspiring kids with an inimitable curated platform that facilitates learning, development as well as play. The Nickelodeon studio will now allow kids to be a part of their favourite nicktoons life thus building an everlasting bond with them.”
Kids love being a part of the daily lives of their favourite characters and the Nickelodeon Studio will provide kids an engaging platform to interact and be a part of the adventures of their favourite toons like Motu Patlu, Dora, Shiva among others. The studio will open with a dubbing studio where kids will be able to enjoy a true to life simulated dubbing experience by giving voice to their favourite Motu Patlu and Shiva to name a few. Going forward, the studio will continue to curate many such experiences like learning how to create animation, immersing themselves in an episode of their favourite toons, allowing kids to truly feel inspired and experience the mystical world of their favourite nicktoons.
Sanjeev Kumar, CEO KidZania India, said, “KidZania is constantly looking for opportunities to partner with corporates, who believe in our objective to provide children an authentic and powerful development platform through role play activities. We are delighted to partner with Viacom18 for Colors and Nickelodeon studios, which will bring an exclusive experience for kids and we look forward to expanding this partnership in the Future.”
To further enhance the kids’ ecosystem, Kidzania will now also have Voot Kids – the digital video on demand destination for premium kids’ content. Voot Kids and Kidzania together will bring alive high-decibel engagement throughout the year with an objective to engage and celebrate with kids and their parents on different occasions and festivities like Diwali, Christmas and summer holidays.