afaqs!

ZeeQ launches festival to teach children

By Devesh Gupta , afaqs!, New Delhi | In Advertising | May 27, 2013
The subscription based edutainment channel aims to increase its relevance among kids.

ZeeQ, the edutainment channel from the Zee stable, has initiated a nine-day festival across several cities of India. The activity aims to teach children etiquette and manners, along with workshops on story writing, painting, making things from waste materials, T-shirt painting and other activities in a fun way.

ZeeQ activations

ZeeQ activations

ZeeQ activations

Called 'Festival of Learning', the campaign, which took off on May 18 at Ghatkopar mall in Mumbai, aims to impart skills to children in a fun and engaging way. The activities include snake and ladder games, Word Match quiz, MI Four Quiz, Dodge the stripe, Gyaan bhi Muskaan bhi and Dance fun fitness. Some of these activities take a cue from popular shows on the channel.

The activity aims to engage ZeeQ's target audience that is children in the age group of 4-14 years, and will be carried out simultaneously in Mumbai, Chandigarh, Lucknow, Pune, Ahmedabad, Indore, Jaipur and New Delhi to connect with children during the summer vacations.

High footfall areas such as malls have been chosen for the activity. The festival is being promoted through advertisements on ZeeQ, Radio Mirchi and various social media platforms. The channel has also tied up with several schools across the cities to spread the word.

Speaking about the campaign, Subhadarshi Tripathy, business head, ZeeQ, says, "We wanted to engage with children in a fun way, so we organised the 'Festival of Learning' that is also in line with our brand promise. We believe that learning has to be fun, else it will be difficult."

He adds that mothers want their children to learn etiquette and manners. The idea was to connect with both parents and children directly.

ZeeQ was launched in November, 2012 as a free to air channel but has become a subscription-based channel a month ago. It is the 32nd channel from the Zee Network and is available on Dish TV and Videocon's DTH network. Some of the popular shows on the channel are Teenovation, Wordmatch, MI Four, Brain Café, Amar Chitra Katha and Weekly Wrap.

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