labels: Brand Dossier, Marketing, Media
Kids channel Nick to go blank on 27 September to promote 'Let's Just Play' initiative news
01 September 2008

Boost to Glaxo's  'Let's Just Play'; Nicklodeon to blank telecast for 30 minutes

TV channels are finally supporting the parent's cause to get their kids off the couch and into the playground.

Children's television channel Nick, in association with GlaxoSmithKline Consumer Healthcare's children drink brand Boost has announced the 'Let's Just Play' initiative, which is designed to motivate children and their parents to work towards a more healthy and playful lifestyle. 

The channel plans to get the 'Let's Just Play' initiative rolling by going blank for 30 minutes on 27 September to encourage kids to step out and play outdoors. Taking the initiative into the playground, the channel will undertake play events in Mumbai, Delhi and Bangalore.

Through this initiative, Boost and Nick together plan to reinforce the message of indulging in sports that helps bring out the winner in youngsters.

Nina Elavia Jaipuria, general manager and senior vice president of Nick India said that the move is testament to Nick being a responsible kids' broadcaster, and the channel is trying to reach out to kids and parents to reinforce the importance of physical play. 

She says formative play is an important part of a kid's overall growth and development, and ''this movement attempts to reinforce our commitment to ensuring a healthier Generation Next.''

Pawan Sud, general manager of marketing for other nutritionals at GlaxoSmithKline Consumer Healthcare said that the Boost brand has been synonymous with energy and the winning attitude. 

Sud says that the 'Let's Just Play' initiative in association with Nick takes the brand's philosophy a step further ''by giving kids an opportunity to indulge in recreational sport.'' He says that the brand's ''singleminded belief'' is that to win in life, one needs to win in sports.

Boost has had many sports personalities from the cricketing field as its brand ambassadors, such as the iconic Sachin Tendulkar, MS Dhoni, Virender Sehwag and Ishant Sharma.

Over the coming one month, Nick would continue its endeavour to propagate a healthier lifestyle by spreading awareness through celebrity testimonials, debates, discussion forums and on-ground events that target kids and parents.

The company says that the 'Let's Just Play' initiative has been met with huge success in other countries such as the United States, Latin American countries, Malaysia, Singapore, Philippines, Australia, and countries in Europe. It says the movement is supported globally by famous personalities such as former US President Bill Clinton, actress Hillary Duff, and singer Ashley Simpson.

Indian celebrities such as Priya Dutt, Pooja Bedi, Cyrus Broacha, Aditi Govitrikar, Smriti Irani, and Chunkey Pandey are said to be supporting to this movement in the country.

Now, parents just might say, "Yeh dil maange more"

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Kids channel Nick to go blank on 27 September to promote 'Let's Just Play' initiative