Voot curates media campaign for kids

23 Jun,2017

By A Correspondent


Viacom18’s Video-On-Demand OTT service Voot has rolled a campaign for its kids content segment – Voot Kids.


Commenting on continued focus on understanding kids and their needs, Akash Banerjee, Head – Marketing & Partnerships, Viacom18 Digital Ventures, 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 un-relatable 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 & forever.”


Speaking about the creative process and relevance behind the campaign, Ayyappan Raj, EVP-Mullen Lintas said:“Voot is one of the leading brands in the Digital Video space and we are very proud to be associated with it. 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 Atakoing, Latakoing” is all about, a jolly anthem of kids being stuck in different situations and Voot Kids coming to rescue. “


Added Garima Khandelwal, ECD, Mullen Lintas:“Kids being lost in their own creative & wonderful world is anyday more fun than them trapped in ours, was the starting point of this brand film from Voot Kids. We used a simple mnemonic of a rotating chair to tie together all the normal and everyday places for adults, but boring places for kids to be in. We are confident of the campaign cutting through very effectively to both parents and the kids.”


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