Nick gets slicker; sheds splat

The channel charts out aggressive plans for growth in the coming year

Following the global norm, Nick India will don a new logo from June 26. The playful splat will be replaced by a more contemporary and slick logo. This is being done to unify and synergise all the brands across platforms and across networks globally. The change comes after 25 years.

This 'one brand' exercise rolled out in September 2009, starting with the US market and concluding with India. It helps connect Nickelodeon, Nick at Nite, Nicktoons, Nick Jr. (formerly Noggin) and TeenNick (formerly N), all of which use similar looking lower case logos. With this, Nick wants to be recognised as a destination for kids across the world, making it more relevant and relatable for the Gen-Y of today.

Nina Elavia Jaipuria, senior vice-president and general manager, Nick India says that the channel is setting the stage for the next phase of growth. "We have been the fastest growing channel in the kids' space. We want to consolidate the leadership, widen the gap and emerge as clear leaders," she asserts.

The channel implemented an innovative way to initiate the logo change, which involved kids. A 'Mission Orange' campaign was created on air, which urged kids to send as much orange (colour) as possible in all forms on the website or by post to help change the logo. The channel got more than 1,500 entries. Mission Orange will culminate on Friday.

Nick's roadmap for the year ahead includes new age local animation and live action programming, increased digital focus and customised brand solutions. The channel is launching two new shows, Artzooka and Dreamkix. Artzooka is an art and crafts show being launched this week, which targets the 4-14 year olds, while Dreamkix is an animation programme.

Nick will also focus on the digital space. "That's a space that advertisers are looking at and therefore, we will start monetising it and offer it as a medium where brands can connect with kids in an interactive way. We already have about 1.2 million page views every month on the website," Jaipuria says.

Nick is all set to hike its ad rates this October. "We have already launched in Tamil and Telugu in May. We will consolidate our position there and truly become an all India player," she adds.

However, she clarifies that the focus will be more on customised brand solutions. "It's a win-win for both. It adds value to the brands and gives them a unique connection with the kids. AFPs and customised brand solutions is the name of the game as far as Nick is concerned," she emphasises. Nick is also aggressively looking at consumer products.