Nickelodeon India announces tenth locally-produced IP, Happy & Pinaki - The Bhoot Bandhus; It adds 100+ hours of original animated content in the coming fiscal
Continuing the rich legacy of being India’s leading kids’ entertainment franchise in the category, Nickelodeon India has sustained the number one rank for the sixth year in a row. After achieving immense success with other home-grown intellectual properties (IPs) like Motu Patlu, Pakdam Pakdai, Shiva, Rudra, amongst others, Nickelodeon is all set to venture into yet another untapped space. Post the resounding success of nine IPs, the franchise is now set to introduce the first ever spooky-comic series in the category with the launch of their tenth Indigenous IP - Lego presents Happy & Pinaki - The Bhoot Bandhus on Sonic!
Produced by Delhi-based Tavrohi Animation, the CG-animated 3D show is fast paced, entertaining, spooky, combined with comedy which will take the young viewers on an adventurous joy ride starting Monday 9th November, airing weekdays at 11:30 am.
Taking the kids into a new world of fun, the show will portray an unusual family of ghosts, who adopt the central character of the show – Pinaki and raise him as one of their own. The high-octane comedy combined with some “Bhootbaazi” will take the viewers on a laughter ride with mysterious and hilarious stories of Pinaki and Happy. The show will illustrate daily adventurous of Pinaki & Happy as the fun unfolds when the bhoot world meets the real world. The show is directed by Ankur Chauhan. Legendary lyricist Gulzaar has once again scripted lyrics for the title track of the show and the music is created by Simaab Sen. The unique spooky-comic, home-grown animated show from the house of Nickelodeon will further strengthen the franchise’s diverse content portfolio. With over 700 hours of content the franchise today has the largest, immersive and the most versatile local content library in the category. The coming year will see further scaling of the content library with over 100 + hours of content, expected to be added through new episodes and made for television movies.
Viacom18 Hindi mass entertainment and kids TV Network head Nina Elavia Jaipuria said, “Kids are at the center of our universe and understanding their evolving preferences and catering to their diverse entertainment needs is at the core of all our initiatives. With each passing year, we have identified white spaces and brought alive clutter breaking and pioneering series that have gone on to be category game changers and favorites amongst all our stakeholders - kids, parents and advertisers ensuring that we are the most loved No1 kids entertainment brand in the country. With the launch of our new show Pinaki & Happy-The Bhoot Bandhus on Sonic, we are set to once again enthrall our young viewers with an immersive and unmatched entertainment experience.”
Viacom18 Kids TV Network content head Anu Sikka said, “With the launch of our new show Pinaki & Happy -The Bhoot Bandhus, we are expanding our already popular programming catalogue to keep our young audience entertained. Each character and their traits are so carefully crafted that I’m confident that the Bhoot Bandhus will be thoroughly loved by the kids. The show promises to take kids into a new world of fun bringing to them first of it’s spooky-comedy series which takes them on a laughter ride when the bhoot world meets the real world. Over the years our adorable toons have formed an unbreakable bond with kids through the stories they tell and we are confident that our young viewers will surely embrace the new characters and make them a part of their daily lives.”
Pivoting the media mix to the new normal, the marketing campaign will leave no stone unturned in reaching out to kids through all possible screens. The show launch will be supported by a robust promotion plan across all platforms, which will include an aggressive TV plan within the Viacom18 network and outside the network. In addition to the high blitz television promotions, the launch will be promoted on cable channels, DTH, OTT platforms, music streaming apps amongst others. There are various innovations lined up on the digital front, including tons of quirky communication on YouTube. There would be a high decibel influencer campaign reaching out to the digital audience. The promotions will also extend to schools through an expansive virtual school contact programme. Further adding to the experience will be fun Bhoot Bandhus inspired digital games, contests, Augmented Reality (AR) filters, virtual dance face offs and series of engaging and interesting on-line interactivity that will transport kids into a world of escape.
With a perpetual spirit to innovate, Nickelodeon has always identified white spaces and launched characters that are kid’s favourite today. With the launch of Happy & Pinaki- The Bhoot Bandhus, the Nickelodeon franchise has been true to its repute of being a pioneer and has plugged another entertainment white space in the spooky-comic genre.
They can dance, they can transform, they can do it all! Introducing Pinaki, Colonel Suri, Mrs. Suri, and Gappu:
From AnimationXpress:
Nick announces 10th indigenous IP, ‘Pinaki & Happy – The Bhoot Bandhus’; launching on 9 Nov on Sonic
It’s a 10 on 10 year for Nickelodeon! The category leaders in the kids space, Nick has retained its top position for six consecutive years. Continuing to build its robust content pipeline and bringing varied original programming, the Viacom18 owned kids broadcaster has announced its 10th homegrown animated comedy series, Pinaki & Happy – The Bhoot Bandhus.
Produced by Delhi based Tavrohi Animations, the new 3D animated show is fast paced, entertaining, spooky – perfect to take the young viewers on an adventurous joy ride starting 9 November, Monday at 11:30 am on Sonic.
Speaking about the success of the homegrown IPs, Viacom18 Hindi Mass Entertainment and the Kids TV Network head Nina Elavia Jaipuria stated, “Kids are at the center of our universe and understanding their evolving preferences and catering to their diverse entertainment needs is at the core of all our initiatives. With each passing year, we have identified white spaces and brought alive clutter breaking and pioneering series that have gone on to be category game changers and favorites amongst all our stakeholders -kids, parents and advertisers ensuring that we are the most loved No1 kids entertainment brand in the country. With the launch of our new show Pinaki & Happy-The Bhoot Bandhus on Sonic, we are set to once again enthrall our young viewers with an immersive and unmatched entertainment experience.”
Taking the kids into a new world of fun, the animated show will portray an unusual family of ghosts, who adopt a boy, the titular character, Pinaki, and raise him as one of their own. Fun and chaos ensues when both the worlds collide. The high-octane comedy combined with some ‘Bhootbaazi’ will take the viewers on a laughter ride with mysterious and hilarious stories of Pinaki and Happy. The show will illustrate daily adventures, familial love, friendship of Pinaki and Happy as the fun unfolds when the ‘bhoot world meets the real world’.
Directed by Ankur Chauhan, the lyrics of the title track has been penned by the legendary Gulzar and the music composed by Simaab Sen. Viacom18 Kids TV Network Content head Anu Sikka noted about the launch, “With the launch of Pinaki & Happy -The Bhoot Bandhus, we are expanding our already popular programming catalogue to keep our young audience entertained. Each character and their traits are so carefully crafted that I’m confident that the Bhoot Bandhus will be thoroughly loved by the kids. The show promises to take kids into a new world of fun bringing to them first of it’s spooky-comedy series which takes them on a laughter ride when the bhoot world meets the real world. Over the years our adorable toons have formed an unbreakable bond with kids through the stories they tell and we are confident that our young viewers will surely embrace the new characters and make them a part of their daily lives.”
After the immense success with other local IPs like Motu Patlu, Pakdam Pakdai, Shiva, Rudra, amongst others, Nickelodeon is foraying into another untapped space – horror comedy. Sony YAY!’s Paap-O-Meter (featuring Bhoot Boss, Thakela and Pakela) is kind of a forerunner in this genre which has received amazing response and viewership numbers.
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| Nina Jaipuria announcing the 10th IP at a Nickelodeon virtual Round Table |
Commenting on the uniqueness about Bhoot Bandhus that will strike with the kids audience, Jaipuria further shared with AnimationXpress, “Pinaki & Happy- The Bhoot Bandhus is about the characterisation and the plot. We’ve actually nuanced each and every character in the show, their mannerisms and their traits is what, I feel, is going to make a difference. Then there’s the Ghost family – Colonel Suri and Aunty Suri, who thinks she’s a great cook, but she really isn’t but has some magical power and can move things, is what adds more life to the show. And then there’s the talking Ghost Dog. So, it’s a one of a kind show, you’ll know more when you watch the show. It’s a very different show where drama, curiosity, friendship, chaos and fun enfold when the ghost world meets the real human world. It’s also been written in a very different yet funny and spooky way, diving into the Ghost World full of adventures.”
Pivoting the media mix to the new normal, Nickelodeon has chalked out an 360 degree marketing campaign starting from cross network promotions, within the network promotions, promotions on music apps, Cable and DTH networks, social media and many more.
With a perpetual spirit to innovate, Nickelodeon has always identified white spaces and launched characters that are kid’s favourite today. With the launch of Pinaki & Happy – The Bhoot Bandhus, the franchise has been true to its repute of being a pioneer and has plugged another entertainment white space in the spooky-comic genre which will further strengthen the franchise’s diverse content portfolio.
###
From IWM Buzz:
It’s A 10 On 10 Year For Category Leader Nickelodeon
Nickelodeon announces it’s 10th indigenous show “Pinaki and Happy - The Bhoot Bandhus” on SONIC
Continuing the rich legacy of being India’s leading kids’ entertainment franchise in the category, Nickelodeon has sustained the No. 1 rank for the 6th year in a row. After achieving immense success with other home-grown IPs like Motu Patlu, Pakdam Pakdai, Shiva, Rudra, amongst others, Nickelodeon is all set to venture into yet another untapped space. Post the resounding success of 9 IPs, the franchise is now set to introduce the first ever spooky-comic series in the category with the launch of their 10th Indigenous IP -Lego presents “Pinaki and Happy – The Bhoot Bandhus” on SONIC. Produced by Tavrohi Animation, the show is fast paced, entertaining, spooky, combined with comedy which will take the young viewers on an adventurous joy ride starting November 9th at 11:30 AM.
Taking the kids into a new world of fun, the show will portray an unusual family of ghosts, who adopt the central character of the show – Pinaki and raise him as one of their own. The high-octane comedy combined with some “Bhootbaazi” will take the viewers on a laughter ride with mysterious and hilarious stories of Pinaki and Happy. The show will illustrate daily adventurous of Pinaki and Happy as the fun unfolds when the bhoot world meets the real world. The show is directed by Ankur Chauhan. Legendary Gulzaar saab has once again scripted lyrics for the title track of the show and the music is created by Simaab Sen. The unique spooky-comic, home-grown animated show from the house of Nickelodeon will further strengthen the franchise’s diverse content portfolio. With over 700 hours of content the franchise today has the largest, immersive and the most versatile local content library in the category. The coming year will see further scaling of the content library with over 100 + hours of content, expected to be added through new episodes and made for television movies.
Speaking about the success of the homegrown IPs, Nina Elavia Jaipuria, Head – Hindi Mass Entertainment and the Kids TV Network at Viacom18 “Kids are at the center of our universe and understanding their evolving preferences and catering to their diverse entertainment needs is at the core of all our initiatives. With each passing year, we have identified white spaces and brought alive clutter breaking and pioneering series that have gone on to be category game changers and favorites amongst all our stakeholders -kids, parents and advertisers ensuring that we are the most loved No1 kids entertainment brand in the country. With the launch of our new show Pinaki and Happy – The Bhoot Bandhus on Sonic, we are set to once again enthrall our young viewers with an immersive and unmatched entertainment experience.”
Speaking about the 10th IP launch of the Nickelodeon franchise, Anu Sikka, Head – Content, Kids TV Network, Viacom18 said “With the launch of our new show Pinaki and Happy – The Bhoot Bandhus, we are expanding our already popular programming catalogue to keep our young audience entertained. Each character and their traits are so carefully crafted that I’m confident that the Bhoot Bandhus will be thoroughly loved by the kids. The show promises to take kids into a new world of fun bringing to them first of it’s spooky-comedy series which takes them on a laughter ride when the bhoot world meets the real world. Over the years our adorable toons have formed an unbreakable bond with kids through the stories they tell and we are confident that our young viewers will surely embrace the new characters and make them a part of their daily lives.”
Pivoting the media mix to the new normal, the marketing campaign will leave no stone unturned in reaching out to kids through all possible screens. The show launch will be supported by a robust promotion plan across all platforms, which will include an aggressive TV plan within the Viacom18 network and outside the network. In addition to the high blitz television promotions, the launch will be promoted on cable channels, dth, ott platforms, music streaming apps amongst others. There are various innovations lined up on the digital front, including tons of quirky communication on YouTube. There would be a high decibel influencer campaign reaching out to the digital audience. The promotions will also extend to schools through an expansive virtual school contact programme. Further adding to the experience will be fun Bhoot Bandhus inspired digital games, contests, AR filters, virtual dance face offs and series of engaging and interesting on-line interactivity that will transport kids into a world of escape.
With a perpetual spirit to innovate, Nickelodeon has always identified white spaces and launched characters that are kid’s favourite today. With the launch of Pinaki and Happy – The Bhoot Bandhus, the Nickelodeon franchise has been true to its repute of being a pioneer and has plugged another entertainment white space in the spooky-comic genre.
Watch the fun unfold when the bhoot world meets the real world only SONIC starting 9th Nov at 11:30am.
###
From exchange4media:
Nickelodeon announces its 10th indigenous show
‘Happy & Pinaki - The Bhoot Bandhus’ will go on air from November 9
Nickelodeon has sustained the No. 1 rank for the 6th year in a row. After achieving immense success with other home-grown IPs like Motu Patlu, Pakdam Pakdai, Shiva, Rudra, amongst others, Nickelodeon is all set to venture into yet another untapped space. Post the resounding success of 9 IPs, the franchise is now set to introduce the first ever spooky-comic series in the category with the launch of their 10th Indigenous IP -Lego presents “Happy & Pinaki - The Bhoot Bandhus” on SONIC.
Produced by Tavrohi Animation, the show is fast paced, entertaining, spooky, combined with comedy which will take the young viewers on an adventurous joy ride starting November 9th at 11:30 AM.
Taking the kids into a new world of fun, the show will portray an unusual family of ghosts, who adopt the central character of the show – Pinaki and raise him as one of their own. The high-octane comedy combined with some “Bhootbaazi” will take the viewers on a laughter ride with mysterious and hilarious stories of Pinaki and Happy. The show will illustrate daily adventurous of Pinaki & Happy as the fun unfolds when the bhoot world meets the real world. The show is directed by Ankur Chauhan. Legendary Gulzaar saab has once again scripted lyrics for the title track of the show and the music is created by Simaab Sen. The unique spooky-comic, home-grown animated show from the house of Nickelodeon will further strengthen the franchise’s diverse content portfolio. With over 700 hours of content the franchise today has the largest, immersive and the most versatile local content library in the category. The coming year will see further scaling of the content library with over 100 + hours of content, expected to be added through new episodes and made for television movies.
Speaking about the success of the homegrown IPs, Nina Elavia Jaipuria, Head – Hindi Mass Entertainment and the Kids TV Network at Viacom18: “Kids are at the center of our universe and understanding their evolving preferences and catering to their diverse entertainment needs is at the core of all our initiatives. With each passing year, we have identified white spaces and brought alive clutter breaking and pioneering series that have gone on to be category game changers and favorites amongst all our stakeholders -kids, parents and advertisers ensuring that we are the most loved No1 kids entertainment brand in the country. With the launch of our new show Pinaki & Happy-The Bhoot Bandhus on Sonic, we are set to once again enthrall our young viewers with an immersive and unmatched entertainment experience.”
Speaking about the 10th IP launch of the Nickelodeon franchise, Anu Sikka, Head – Content, Kids TV Network, Viacom18 said: “With the launch of our new show Pinaki & Happy -The Bhoot Bandhus, we are expanding our already popular programming catalogue to keep our young audience entertained. Each character and their traits are so carefully crafted that I’m confident that the Bhoot Bandhus will be thoroughly loved by the kids. The show promises to take kids into a new world of fun bringing to them first of it’s spooky-comedy series which takes them on a laughter ride when the bhoot world meets the real world. Over the years our adorable toons have formed an unbreakable bond with kids through the stories they tell and we are confident that that our young viewers will surely embrace the new characters and make them a part of their daily lives.”
###
From ET BrandEquity:
Nickelodeon announces new IP 'Pinaki & Happy - The Bhoot Bandhus'
This is the 10th home-grown IP from Viacom18 in the kids' space. Others include titles like Motu Patlu, Pakdam Pakdai, Shiva, and Rudra...
Kids’ entertainment franchise from Viacom18, Nickelodeon has announced the launch of its 10th home-grown IP in the form of a spooky-comic series called 'Pinaki & Happy - The Bhoot Bandhus' on Sonic from November 9.
Sonic is currently the number 4 kids' channel in the country by viewership and launching the show on the channel is part of the network's strategy to launch it into the top 3. The insight used for developing the show is based on Nickelodeon India's research on white spaces in kids' entertainment.
The show launch is supported by a marketing campaign across all platforms, which will include an aggressive TV plan within the Viacom18 network and outside the network.
The launch will be promoted on cable channels, DTH, OTT platforms, music streaming apps amongst others. There are various innovations lined up on the digital front, including tons of quirky communication on YouTube. There would be a high decibel influencer campaign reaching out to the digital audience. The promotions will also extend to schools through an expansive virtual school contact programme. It will also unveil Bhoot Bandhus inspired digital games, contests, AR filters, virtual dance face-offs and series of engaging and interesting on-line interactivity that will transport kids into a world of escape.
The show will portray an unusual family of ghosts, who adopt the central character of the show – Pinaki and raise him as one of their own. The show will illustrate the daily adventure of Pinaki & Happy as the fun unfolds when the bhoot world meets the real world. The show is directed by Ankur Chauhan. Lyricist Gulzaar has scripted lyrics for the title track of the show and the music is created by Simaab Sen.
Nina Elavia Jaipuria, head – Hindi mass entertainment and the kids TV network, Viacom18, said, "Kids are at the center of our universe and understanding their evolving preferences and catering to their diverse entertainment needs is at the core of all our initiatives. With the launch of our new show Pinaki & Happy-The Bhoot Bandhus on Sonic, we are set to once again enthrall our young viewers with an immersive and unmatched entertainment experience.”
Anu Sikka, head – content, kids TV network, Viacom18, said, "Each character and their traits are so carefully crafted that I’m confident that the Bhoot Bandhus will be thoroughly loved by the kids. The show promises to take kids into a new world of fun bringing to them first of it’s spooky-comedy series which takes them on a laughter ride when the bhoot world meets the real world. Over the years our adorable toons have formed an unbreakable bond with kids through the stories they tell and we are confident that our young viewers will surely embrace the new characters and make them a part of their daily lives.”
###
From Tellychakkar.com:
Witness the never seen before bhoots with human in the unique show 'Happy & Pinaki- The Bhoot Bandhus' on SONIC
MUMBAI: National, November 7th, 2020: Bedtime stories have been a significant part of all our childhood! While we all have lived through those amazing tales, the ones etched in our memories are the spooky tales that are a perfect combination of thrill and comedy. Revisiting the charm of spooky-comedy, Nickelodeon, the leading kids’ entertainment channel announced the launch of its new animated show today – Pinaki & Happy: The Bhoot Bandhus. The show premieres on 9th November 2020 at 11:30 AM on Sonic.
Taking the kids into a new world of fun, the show will portray unusual family of ghosts, who adopt the central character of the show – Pinaki and raise him as one of their own. The high-octane fantasy series will take the viewers on a laughter ride with mysterious adventures of Pinaki and Happy, followed by a series slapstick comedy combined with some Bhootbaazi as they try to fit the bhoot world in the real world. His daily adventures or ‘Bhootbaazi’ with his partner-in-crime, Happy, a 19-year-old funny ghost, makes for an unusually entertaining watch The show is directed by Ankur Chauhan. Legendary Gulzaar saab has once again scripted lyrics for the title track of the show and the music created by Simaab Sen.
The Bhoot Bandhus, is another edition to the long list of memorable homegrown characters like Motu Patlu, Rudra and Shiva to name a few, that Nickelodeon has been entertaining kids all over India with.
Watch the comedy unfold when the Bhoot World meets the Real world only on Sonic from Monday-Friday at 11:30 AM.
About Nickelodeon India
Nickelodeon India has established itself as a thought leader by being the No 1 franchise in the kid’s category with a household availability in about 120+ million households across 8 languages. The franchise boasts of a bouquet of channels like Nick, Sonic, Nick Jr and Nick HD+ catering to kids across all age groups from Tots to Teens. The franchise today has the largest original content library in the country with over hours of content and plans to add over 200 hours this year. The franchise is a home to the most legendary iconic characters like Motu Patlu, Rudra, The Golmaal Jr, Pakdam Pakdai and Shiva on Nick and Sonic; and Dora The Explorer, Paw patrol , Peppa pig on Nick Jr and marquee international properties like Loud house, Kung-fu-panda, Avatar, Penguins of Madagascar etc on Nick HD+. The channel continues to engage and entertain kids across India through large scale experiential formats, consumer product range and with digital and online presence.
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From The Financial Express:
Year-Ender: Why 2020 has been the year of children on TV
Kids genre continues to see a 20-25% category growth when compared to last year
Coronavirus Impact on Kids Channel, Kids Genre Viewership
However, the rise in viewership hasn’t resulted in increase in advertising revenue.
2020 has been a tough year for everyone but more so for kids as they are cooped up in the house since March due to the pandemic. This has resulted in a rise in viewership for kids channels on television. As per the industry estimates, kids genre witnessed 40-47% rise in viewership during lockdown, that is between March-June. Even as viewership has stabilised with online classes, the genre continues to witness a high interaction, “During the lockdown, kids category saw over 45% growth in viewership. Further, the genre share which is usually at about 7% increased to as much as 9%. Of course, it has stabilised now back to 7% but we have still registered a high in viewership because the total TV viewership pie has grown. The genre continues to see a 20-25% category growth when compared to last year,” Nina Elavia Jaipuria, head – Hindi and Kids TV Network (COLORS and Nickelodeon India), Viacom18, told BrandWagon Online.
Interestingly, while other genre of channels such as entertainment had resorted to reruns of old shows due to lockdown, kids genre was one of the few running original content besides launching new content. This is primarily due to the fact that animation content is planned well in advance. “We had planned well in advance for content which was to be aired in Q2 and Q3 of 2020 well ahead of time,” Abhishek Dutta, South Asia Network Head, POGO and Cartoon Network, said.
From Pogo forming strategic partnerships with Prasar Bharti to simulcast Chota Bheem, to other networks launching their new shows ahead of schedule, to releasing interactive marketing tactics, broadcasters adopted new techniques this year to meet the growing demand for content. WarnerMedia’s POGO launched Titoo – Har Jawaab Ka Sawaal Hu in July and Smashing Simmba on Children’s day/Diwali. Meanwhile Cartoon network, WarnerMedia’s another kids channel, acquired and rolled out Bandbudh aur Budbak in April, when the show was originally meant to be aired in May. Similarly, Disney rolled out new series such as Guddu, Bapu and Gadget Guru Ganesha as summer releases while Viacom18’ s Nickelodeon and Sonic launched Ting Tong, and Pinaki and Happy – The Bhoot Bandhus in Diwali. For Dutta, home-grown content has resonated with audiences the most. “Home-grown content is currently the corner-stone of kids content in India and our strategy for both Pogo and Cartoon Network has been to strengthen our offerings of popular and premium home-grown kids entertainment content that offers a local flavour to our young viewers in India. This is primarily why this year we largely launched home-grown IPs,” he elaborated, adding that the network will launch another home-grown content next year titled Lambu-G Tingu-G, produced by Cosmos Maya.
However, the rise in viewership hasn’t resulted in increase in advertising revenue. “The kids genre witnessed a drop in ad revenues due to a drop in the number of advertisers on account of the pandemic. While certain categories like Edtech or BFSI were a boon for the kids genre, they could not compensate for the drop in other category investments,” Vanita Keswani, CEO, Madison Media Sigma, explained.
The TV industry reported a 6.4% growth in advertising revenue in 2019 to reach Rs 32,000 crore, Ficci-EY report, revealed. Of this, kids channels account for 5% that is Rs 1,600 crore of the ad volume. According to industry estimates, the cost of a ten-second ad spot on kids channels such as Nick, Disney, among others ranges between Rs 1,000 – Rs 3,000 during prime time that is between 8 pm – 10 pm. However, while volume of ad for the genre declined in the first half of the fiscal, the category saw a revival of advertisements from September. As per BARC, the kids genre has seen a 15% increase in advertising volumes when compared to last year. This is because this year, the genre registered a lot of co-viewership from parents as well as kids. For Dutta, the genre has observed a change in advertising and this change is being observed more on a pan-regional level rather than local level wherein some advertisers who are not essentially kids advertising brands are coming on to the platform. “Due to the new normal where everything was going digital, we saw a bunch of new advertisers such as Vedantu, Whitehat Jr, Byju’s as well as ecommerce and e-wallets platforms like, Phonepe and AmazonPay coming on board, We had a good share of 50-50 kid and non-kid advertisers because of this,” Jaipuria stated.
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Source: Indian Television Dot Com.
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