The need for new characters and immersive stories is at an all-time high and India’s leading kids’ entertainment franchise Nickelodeon, continues to address this need by entertaining kids with endearing characters through new formats and relatable storytelling. Leading the local IP content game with innovation in its DNA, Nickelodeon is all set to launch its 11th home grown animated IP ‘Chikoo aur Bunty’, the only show in the category that is based entirely on the sweet-sour and inseparable relationship between siblings.
Powered by Phillips, in association with Pediasure and Flipkart shopsy, Chikoo aur Bunty brings alive the epic sibling banter that happens in every family and is all set to onboard kids on a journey of unparalleled tongue in cheek comedy and the tug of war between siblings, starting 18th October, 2021 from Monday to Friday at 10am only on Nickelodeon.
Growing from strength to strength with a robust programming strategy, Nickelodeon has successfully identified white spaces and created path breaking localized content appealing to children in India. With local home-grown Nicktoons such as Happy & Pinaki – The Bhoot Bandhus, Ting Tong, Golmaal Jr., Motu Patlu, Shiva and Rudra to name a few, Nickelodeon has introduced kids to new genres of entertainment. The last IP launched by Nickelodeon, Happy & Pinaki – The Bhoot Bandhus was also a runaway hit amongst kids with the show consistently appearing in the top 10 highest rated slots of the category every week since its launch. With 700+ hours of local content, the franchise, today, dominates the kids’ space with winning IPs and has established itself as an undisputed category leader.
Adding further depth and scale to the brand’s diverse content portfolio, is the latest addition “Chikoo aur Bunty” that will bring forth sibling rivalry between the two brothers. A story of every household, the show is set in a middle-class home where the duo lives with their parents and a playful and intelligent dog Barfi. The 11-minute episodic series will bring alive the fun, sometimes sweet and sometimes sour banter, and rivalry between the two brothers competing for affection and goodies, while avoiding being reprimanded by their parents for all their mischiefs at home.
Speaking on the popularity of its home-grown characters and the new IP launch, Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV Network, Viacom18, said, “Nickelodeon has always stayed ahead of the curve by introducing kids to characters that are loved and adored. We have consistently catered to our young viewers’ evolving preferences with innovative entertainment and immersive storytelling and enhanced engagement experiences. Continuing to lead the dynamic kids’ space is a testimony of our thought-through business and content strategies. With the launch of Chikoo aur Bunty, we will add further width and depth to our portfolio of “Made in India IPs” and provide impetus to our mission of entertaining kids and creating an evolved kids ecosystem.”
On adding yet another IP, Anu Sikka, Head – Creative, Content & Research, Kids TV Network, Viacom18, said, “At Nickelodeon, our journey with local content kicked off almost a decade ago. We have always introduced our young viewers to storylines and characters that are relatable, engaging and clutter breaking. The success of our past IPs reinforces our commitment and drive to serve our young audience with content that continues to raise the bar. The launch of our new IP, ‘Chikoo aur Bunty’ will showcase a realistic representation of the relationship between two siblings who compete for the smallest of things but love each other equally. We look forward to enthralling kids with this unique concept of sibling rivalry and unlimited dose of comedy.”
Pulling out all the stops for the launch of Chikoo aur Bunty is a robust multi-screen and multi-touchpoint marketing plan that is sure to draw equal attention from brands as well as kids. To start with an entertaining and foot tapping music video with lyrics written by the legendary Gulzaar Saab will bring to life the fun filled relationship between the sibling duo. This apart Chikoo aur Bunty will capture kids’ imagination across the entire franchise through unique and creative promos across platform on GEC’s, Music, Movies and Regional TV channels, through interaction on popular OTT apps as well as with curated content on Short Form Content apps. Driving interactivity will be a Sibling Squad of popular Influencers from across India with dance challenges and a lot more. A Virtual Watch Party along with influencers with a whole lot of fun games and interactions is also in store. In addition, customised Chikoo aur Bunty digital games and exciting activities on all social media platforms will surely engage the youngsters. Ensuring maximum excitement, a Chikoo aur Bunty AR filter will also be available on social media platforms in addition to Chikoo aur Bunty GIFs and Stickers. Taking the overall marketing initiative, a step forward, Nickelodeon has partnered with Belgian Waffles, Smoking Joe’s and New York Burrito Company to celebrate the unique and everlasting relationship between siblings. While the partnership with Belgian Waffles will allows users to order a Chikoo and Bunty combo pack, the partnership with Smoking Joe’s will allow users to order a special Chikoo Bunty Pizza combo. Additionally, one can order a specially curated Chikoo and Bunty meal as well from the New York Burrito Company.
As a market leader, Nickelodeon has consistently pushed the envelope on innovation by launching shows that cater to the discerning and evolving preferences of the young viewers. The launch of ‘Chikoo aur Bunty’ is yet another addition to its interesting content slate and is sure to capture the hearts and minds of kids and build an everlasting bond with them.