Viacom 18’s entertainment channel for children, Nick, has announced its global movement in India, ‘Let’s Just Play’. The initiative aims to target children and their parents, to impart the importance of outdoor play and physical activity among children, with Roz Kheloge Toh Life Mein Jeetoge, as its slogan. Nick India has partnered with Boost, the health drink, for this movement. As a part of this initiative, Nick will go blank for 30 minutes, on 30 September, with just a scrolling message on the screen telling children to ‘Get Up, Get Out and Go Play’.
Speaking about the movement, Nina Jaipuria, general manager and senior VP, Nick India, said, “As a responsible kids’ broadcaster, Nick endeavors to reach out to kids and their parents through ‘Let’s Just Play’ and reinforce the importance of physical play. Nick gives kids what’s best for them. Formative play is important for a kid’s overall growth and development and this movement attempts to reinforce our commitment to ensuring a healthier Generation Next.”
‘Let’s Just Play’ is a global initiative, with the likes of Bill and Hillary Clinton rendering their support to it. The campaign has earlier been launched in countries like the United States, Latin America, Malaysia, Singapore, Phillipines, amongst others.
To support this campaign, Nick has roped in Member of Parliament and mother of two, Priya Dutt and celebrity mother Pooja Bedi, who in turn emphasized the important of an active mind and body, for children today.
Commenting about the on-ground initiatives for ‘Let’s Just Play,’ Jaipuria said, ‘We’re planning an event ground, where kids can have a lot of fun and play. We’re going to arrange different games for them, right from hide and seek, to Chinese whispers, land-and-water, catch-and-cook, and even skipping rope and Frisbee competitions. There are also prizes to be won. It’s an event where kids are motivated and inspired enough to come out and discover how much fun it is to just play.”
Nick is making use of all of Viacom 18’s channels to publicise the movement. These include Colors, MTV and VH1. Apart from these, the campaign will also use digital and online mediums to get across to the audience.
When asked about how Nick plans to make this movement effective, especially with the large number of entertainment channels devoted only to children, Jaipuria said, “It’s very true that we don’t have control over external influences. However, if the child is a Nick loyalist, we’re hoping that his favourite channel asking him to do something that is good for him will make him go out and play instead of simply switching to another channel. We want to instill the need and the importance of play in a child’s mind.”