Gaurav Gandhi, COO, Viacom18 Digital Ventures talks about Voot’s latest marketing campaign for its Voot Kids Service. Ashu Phakey, GIFA Brand Ambassador & Business Head, Hindustan Times, talks about the third season of Hindustan Times Great Indian Football Action (GIFA), a neighbourhood football tournament for kids in Delhi-NCR
GAURAV GANDHI: ‘BACHCHE HUM GOODY GOODY BANENGE, VOOT KIDS KE LIYE KUCH B HI KARENGE...!’
Voot, Viacom18’s OTT platform, has rolled out a marketing campaign for its Voot Kids Service, which contributes to about 15% of the platform’s traffic. The campaign’s special anthem is ‘Bachche Hum Goody Goody Banenge, Voot Kids Ke Liye Kuch Bhi Karenge!’ set to the tune of the iconic song, ‘Hum Honge Kamyab’. Gaurav Gandhi, COO, Viacom18 Digital Ventures, says kids are the true digital natives with an affinity to watch content on digital devices. He adds that the peak time for kids to watch TV is 9 -10 pm, in addition to the huge traffic seen in the afternoon and evenings. Kids don’t have their own mobile and use their mother ’s mobile during the day and then the dad’s mobile at night, he says.
The campaign: The creative showcases situations where kids are doing things you don’t expect them to do, but things which are good for a child. A story is woven around various parent-kid interactions. ‘Wanting Wanting’ is the underlined brand philosophy of Voot for the launch campaign, i.e., the content is so addictive on this platform that you can’t stay away from it!
Marketing: Voot is using leading Television networks to drive the necessary reach and awareness. On the digital front, kids and their parents are being specifically targeted.
Future Plans: “We have grand ambitions for Voot Kids and are launching our tablet-focused app with this campaign. This is the first step in the journey of saying that we are building a Voot Kids community. You will also see kids’ original content on Voot Kids,” says Gandhi.
ASHU PHAKEY: ‘HT GIFA FOSTERS FITNESS & HARMONY AT THE COMMUNITY LEVEL’
The opening ceremony of the third season of Hindustan Times Great Indian Football Action (GIFA), a neigbourhood football tournament for kids in Delhi-NCR, kicked off with a spectacular performance by actor Akshay Kumar, who shared his love for sports with over 5,000 kids present with their families at the Thyagaraj Stadium. The event was started two years ago as an effort by Hindustan Times to bring the community together and encourage a healthy outdoor lifestyle in the accelerating digital scenario.
It provides a platform for kids and families to step outside and have a chance to interact, stay fit and establish a connection with people in their area through sports.
Said actor Akshay Kumar at the event, “HT GIFA provides a great platform for kids and is making football a popular sport in the country. If your child wants to get into any sport, always support them. You never know, they might become an Olympic champion.”
Ashu Phakey, GIFA Brand Ambassador & Business Head - HT said, “HT GIFA was started as a small community initiative and in just two years it has become the country’s largest neighbourhood football tournament with 23,000 kids connected with it. Our Prime Minister in his Mann ki Baat address spoke about the need to take football to every neighbourhood across India. HT GIFA is one step in that direction and we hope to encourage the youth to come out and play more.”
SARE Homes is presenting sponsor of HT GIFA 2016. Sanjeev Handa, VP and Marketing Head, Maruti Suzuki India Ltd, unveiled the trophy with Akshay Kumar. He said: “Today’s youth connects well with football and Swift also supports it here at HT GIFA.” In the last season, across Delhi and Gurgaon, 459 teams participated in HT GIFA. Owing to its popularity, in third season the tournament was made open to kids from Gurgaon, Delhi, Noida and Ghaziabad as well.
