Nickelodeon’s Motu Patlu engage kids through innovative promotions

31 Oct,2012

By A Correspondent


Nickelodeon’s recently launched new show Motu Patlu in its bid to get kids hooked onto its second home-grown animated show has started its on-ground initiatives and promotional campaign.


Apart from Motu Patlu being the top priority for promotions on the network, the campaign will ensure optimal reach though an extensive media bouquet that includes various on-ground activities and strategic promotional partnerships.


The retail sector sees a huge increase in consumers in the festive season of Dussehra and Diwali. The campaign will make most of this though its partner Pantaloons and be actively present across 18 Pantaloons outlets in Mumbai and Delhi to ensure maximum brand visibility.


In an attempt to be present everywhere kids are, Nickelodeon has also tied-up with exclusive gaming outlet – Timezone. Here kids can participate in the Motu Patlu contest through the Kiosk’s at Timezone and also sample the show, while they win cool Motu Patlu merchandise.


Making the consumer ‘Eat, Drink, Sleep’ the brand has been taken literally, as Motu Patlu’s Signature dish Chole Bhature will be available and promoted across Bombay Blue outlets in Mumbai. Kids can also engage with the interactive Motu Patlu tray mats at all the outlets. Promotions will also be a part of the on-going Nickelodeon workshops at Hobby Ideas where kids will be exposed to the unique flavour of the show while they participate in ‘Art Jam’ workshops and bring out their creative side by making Motu Patlu chocolate boxes and more. The activity spans across 5 cities and over 7 centres.


Commenting on the innovative marketing strategy, Nina Elavia Jaipuria, Executive Vice President & Business Head, Sonic and Nickelodeon India says, “This experiential marketing campaign brings alive Motu Patlu, engaging kids through innovative initiatives at multiple touch-points. Our unconventional campaign connects with kids and reaches out to them wherever they are. Thus, tangibilizing and creating awareness for Motu Patlu.”


It was essential that the campaign focused on the width as well as depth through its media. Hence, while a lot of efforts have been made to target the urban kids, the smaller towns are not too far behind. Nickelodeon has planned engagements through Van Activations in over 30 towns like Lucknow, Kanpur, Allahabad, Varanasi, Agra, Mathura, etc. in Uttar Pradesh and Gwalior, Khandwa, Indore, Ratlam, Bhopal, Jabalpur, etc. in Madhya Pradesh. Kids can enjoy Motu Patlu games and watch the episodes while wining Nickelodeon merchandise. The Van Activation has been designed to give kids the right flavour of the show and make show and its characters familiar with the kids.


To ensure the right connect with the tech-savvy generation Nickelodeon has also launched Motu Patlu’s official website – The site will host a strong content mix that includes numerous Motu Patlu games, contests, download-ables and a lot more. In addition, will also be promoted through a comprehensive digital campaign that entails banners on kid gaming websites, video banners and innovative rich media banners that allows the users to interact on the banner itself. The show will also be promoted on Nick India’s official page on Facebook ( and on twitter @nicktvindia.


As a part of the ATL promotions, Motu Patlu will also be promoted across various General Entertainment Channels and print advertisements in leading comics. Adding yet another innovation to this home-grown animated show, Nickelodeon has roped in legendary lyricist Gulzar to create a title track composed by acclaimed musician Sandesh Shandiliya and sung by renowned singer Sukhwinder Singh. The title track of the awesome twosome’s jodi will be played on all radio stations across Mumbai and Delhi and several other cities in Madhya Pradesh and Uttar Pradesh.


Motu is aired every day at 6.30pm on Nickelodeon.


Post a Comment 

One response to “Nickelodeon’s Motu Patlu engage kids through innovative promotions”