Kids entertainment channel, Nickelodeon, is about to launch a new show called 'Rudra - Boom Chik Chik Boom' on June 11, airing at 7.25 pm. The show, which will be the channel's fifth intellectual property (IP), will have repeat shows at 10.00 am and 2.00 pm during the day.
Rudra is a story of a nine-year-old boy who is learning magic. The series has been produced by Greengold Animation, written by Neeraj Vikram and the lyrics have been written by legendary Bollywood lyricist Gulzar.
It took Greengold Animation a total of 15 months to produce the initial episodes of Rudra. Prior to making the show, Nickelodeon's research company Ormax, conducted research among kids across five markets - Mumbai, Delhi, Lucknow, Ahmadabad, and Chennai. The show will be run in three languages - Hindi, Tamil and Telugu.
Rudra's launch will be supported by a robust promotion plan across all the network channels and on Voot. It will also be brought to life on social and digital through games and a high decibel outreach plan. The promotions will extend into the upcoming Back to School Season through Nickelodeon's expansive School Contact Programme (700-800 schools), taking Rudra out of television screens and into the daily lives of kids.
Talking about Nickelodeon's approaches when developing a new show, Anu Sikka, head - content, Kids Entertainment Cluster, Viacom18, says, "In television, production houses go to channels and pitch new shows and if they like it, the broadcaster picks up that show and makes it. We have always developed our shows in-house, starting with Motu Patlu and now Rudra. The concepts have been done in-house, including the character development. We pick up an animation studio later on as a partner. That's the difference between us and some of the other broadcasters while creating IPs."
Nina Elavia Jaipuria, head - kids entertainment cluster, Viacom18, says, "Nickelodeon has always introduced kids to characters that are inspiring, unique and endearing. Catering to children and their evolving preferences has been at the core of all our initiatives. It is with this intent that we have brought to life clutter-breaking and pioneering characters that have gone on to be category game changers and favourites amongst kids. Our new character Rudra is another category first and is sure to be much loved and adored by kids."
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