Keymon Ache, Nickelodeon India’s local, non-mythological production that was launched in India last year, is ready for its theatrical debut. Keymon Ache & Nani in Space Adventure – A Viacom18 Motion Pictures Release, produced in association with DQ Entertainment International will see a four-city theatrical release across Mumbai, Pune,DelhiandBangalorein leading multiplexes.
The movie will trace the adventures of Keymon along with his buddy Rohan. National Award winner Usha Uthup has lent her voice to the catchy songs in the film and the background music for the show has been composed by popular music director Sandesh Shandiliya.
Speaking to Animationxpress’ Ishpreet Chandock about Keymon’s Bollywood debut is Nina Elavia Jaipuria, EVP and Business Head, Sonic and Nickelodeon India.
Nina has over 17 years of rich experience spanning across various sectors including broadcasting, advertising, telecom and FMCG.
On the day of the release, Nina talks about her experience working on Keymon, the marketing strategies planned for the movie and more…
Here are the excerpts of the conversation…
So we reach that ultimate moment, the ‘Verdict’ day Friday is here, so can you share with us the number of prints and screens its releasing with?
As this is Nickelodeon’s first theatrical film release, we decided to release the film in a select few markets. The movie has been made in the digital format and is going to be screened in over 60 theatres across Mumbai, Delhi, Gurgaon, Bangalore, Pune and Ahmedabad.
After a successful 1st season of Keymon Ache, Nickelodeon launched season 2 on October 29th this year. How did the progression from television to the big screen happen? Can you take us through the process of it?
We launched Keymon Ache in India at a time when the category had no locally produced, non-mythological animation shows. We were the pioneers in introducing Indian kids to a show that they could truly relate to and not surprisingly the show was very well received in its first season. The mobile game ‘Keymon goes Fishing’ launched last year around the same time as the show, is one of the most popular games on Nokia Ovi platform and has seen over 3 million downloads till date. In addition to launching the season 2 this year, we also launched a wide range of consumer products like Keymon DVDs, back to school products like label sheets, stickers and badges and Keymon puzzles. Taking Keymon from TV screen to the big screen was thus, a strategic step forward towards building the franchise and making it available across multiple touchpoints and screens – from mobile to television, digital and now Silver screen.
This year has seen more Indian animated movies collectively release than any other year. What are the positive impacts of Chhota Bheem, Krishna aur Kans and Arjun’s success on the silver screen that you are observing while releasing Keymon & Nani in Space Adventure?
Indian animation is making its mark theatrically which is currently dominated by Hollywood. It is the perfect time for Nickelodeon to make its foray on the big screen as animation films are being liked and watched by more and more Indian audiences, both kids and grown-ups alike.
When did DQ international come on the board for this? How has been your experience working with them?
DQE International confirmed this project in May 2010. They created the Keymon Ache series as well. A very enthusiastic and cooperative bunch, it’s been a great pleasure working with the DQE team.
In terms of a bulleted list, what are the highlights of your marketing plan?
As one of the leading Kids’ entertainment network, we reach out to over 11 million kids across India. The film is being heavily promoted on both our channels – Nickelodeon and Sonic. Additionally, the film is being premiered in Mumbai on 8th October where Nicktoons like Dora, SpongeBob and Ninja Hattori will walk down the red carpet alongside the star of the evening Keymon Ache. Outdoor hoardings, print ads in all leading newspapers and radio are some of the mass media vehicles being used to promote the film. As kids spend a lot of time online, we have created a Keymon microsite where new digital games, exclusive movie videos and contests will engage the kids. On social media, Nickelodeon India’s Facebook fanpage will be hosting a unique contest where kids can win movie tickets for their nanis and themselves.
Keymon Ache is being supported with extensive merchandise which was launched earlier. Can you share us more about the same? In what ways do you plan to promote it?
Over the past one year, we have launched Keymon puzzles by Funskool, DVDs by Radical Enterprises and most recently – Keymon footwear by Weisner Worldwide Kreations. We just concluded a retail contest ‘Star with the Super Star’ with Reliance Footprints to promote the footwear range. Winners of the contest will get to meet Keymon at the screening of ‘Keymon and Nani in Space Adventure’. We do similar interactive contests and engagements with our retail partners from time to time and the response to such initiatives has always been great.
Who are your major media and other brand partners?
We are very thankful to all our partners for their positive feedback and support. We have Cinemax as our multiplex partner. Gelato has introduced a Keymon special Blackcurrant flavor across all their outlets in Mumbai, Delhi, Bangalore and Pune. Book My show, In.com and Myschool.com are the online partners who are promoting the film on their respective platforms.
In terms of the market and revenues, what’s the most positive observation about Indian animation in 2012 that you would like to point out?
The market is growing and hopefully there will be more investment in this genre as it’s an untapped resource currently in India. We have a rich culture and there can be some great spin offs in terms of characters and story telling.
As the movie has reached its penultimate verdict, what are your thoughts and expectations from the movie? Any butterflies in the stomach?
We are very excited and looking forward to the film release and are hoping that Keymon will entertain a lot of kids and families this holiday season.