Hungama tries to de-stress kids

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | October 11, 2013
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The channel has got itself a tagline and a new look which is very Indian. It is also trying harder than ever to endear itself to kids.

Hungama, the kids channel from the Disney UTV group has recently refreshed the packaging, look and feel of the channel. This is in line with the ongoing research that the network does. There are three parts to the change. First is the new packaging of the content. Second is a tagline, something it didn't have before. And third, to get live action on the promotions.

The still from the anthem which will also be used as a promo to communicate the new look

A screenshot of the new packaging of the channel

Snapshot of the sponsorship announcement

The channel, which rode to popularity on the back of the Japanese anime, Shinchan, got itself a tagline because research concluded that children are constantly under pressure to study, don't have access to playgrounds - when all they really want to do is have fun. So the channel has this challenging tagline, 'Hungama Machaya Kya?'

An anthem has been launched which has and Indian feel, in line with the new packaging. The colors used in the packaging now are bright. The combination of orange and yellow mixes well with the funfair effect given to the channel's packaging. It has kites, bioscope, rollercoaster, wind-wheels and marble playing contests.

The logo of the channel was tweaked just a little to add the tagline to it but not beyond that, since the channel already has a logo with a windmill, which suits the refreshed look.

"We've looked at the traditional value that Hungama has. Basically we stand for completely mad fun, mischievous and unapologetic. We have stood by these values for a while. Now, we are taking a step forward. The tagline has come from an insight that this phrase is used in almost every group of friends: it's a challenge," explains Prashant Madan, director, creative services, Disney-UTV.

All the changes and packaging were conceptualized and implemented in-house. Hence, the investments aren't high. The channel aims at being a part of kids' personalities and not just a slice of their entertainment.

The packaging is being changed after three years. It's stablemate, youth channel Bindaas, gets a new look almost every year. Madan agrees that youth and kids get bored with anything sooner than do adults. This new design would be extended to all the off-air activities too.

As of now, he adds, "We want Hungama to now represent this kid who is for the others. There is always a kid in the school group who is the role model for others. This guy is chill, mischievous and fun all at the same time."

In a couple of months, the channel will also have all the voice overs by kids (a boy, as the channel is largely targeted at males), as opposed to adults currently. From a programming perspective, it will continue with local productions, movie premiers (Bollywood and animation) as well as Japanese anime.

For the record, Disney UTV has four kids channels under its roof: Disney Channel, Disney XD, Disney Junior and Hungama (which was bought over by the company in 2006).

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