This summer, Nick
will lure kids with a special four week promotion, 'Nick Fundoo Superstar Contest', beginning May 7. At the end of the promotion, four winners will get the opportunity to feature in a Nick music video along with the channel's stars and celebrity Mona Singh, who is the face of the promotion.
The channel claims that the show is unique because of the selection process, which does not include any judging or talent hunts. "All the kids have to do is to be themselves," says Nina Elavia Jaipuria, vice-president and general manager, Nick India. Kids can enter the contest merely by answering simple questions aired on the channel every day and four of them will be picked at random.
Apart from Mona Singh (Indian television's 'Jassi'), Nick has roped in lyricist Swanand Kirkire and the music director duo, Vishal and Shekhar, for the music video.
Jaipuria claims that the contest will be promoted full throttle, across channels and media. The property will be promoted on general entertainment channels such as STAR Plus, Zee, Sony Entertainment Television and Max. In print, it will have ads in kids' publications such as Diamond Comics and DNA Ya!. The contest will also be heavily promoted in theatres during the screening of movies such as 'Spiderman 3' and 'Ta Ra Rum Pum'.
The contest has attracted nine advertisers. The main sponsor is Zapak.com. The others are Dettol, Cadbury Bournvita, Godrej Jumpin, Kellogg's Chocos, Colgate, McDonald's, Lancer shoes and Yo bikes.
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