18 Oct 2017
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Voot rolls out marketing campaign for Voot Kids

MUMBAI: Viacom18’s video-on-demand (VoD) OTT service Voot has rolled out a hi-decibel campaign for its kids’ content segment Voot Kids, which has been one of the key differentiators and a big driving force behind the platform’s viewership acceleration and engagement growth.

With 2,000+ hours of content, 8,000+ videos and 125+ characters, Voot Kids has been the largest digital repository of premium kids’ content since the platform’s launch a year ago.

The campaign, entitled ‘Bachche ab no more atko’ing’, has been conceptualised by Mullen Lintas. The sum and substance of the campaign is that Voot Kids is the constant companion of kids, entertaining and engaging them, even as their parents are busy with their own chores.

This above message is delivered through a creative film that seeks to captivate and catch the attention of both parents and kids.

Viacom18 Digital Ventures head of marketing and partnerships Akash Banerjee 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 unrelatable situations—here is where Voot Kids swoops in to save the day and makes them smile. We’ve delivered this message through an anthem 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 and forever.”

The TVC depicts the everyday stories of kids stuck in awkward situations in the adult world. A young boy yawning behind his father in a hair salon, another awesomely bored boy stuck in a saree shop with his mom, then there’s this girl who finds herself out of place in her sister’s pre-engagement function. The campaign will witness a 360-degree 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.