Exclusive | Sandeep Dahiya on Nickelodeon & TI Cycles partnership!

Nickelodeon has announced their association with TI Cycles with regard to the launch of their colorful new range of bicycles and tricycles for the Indian market. The products are designed around two of Nickelodeon’s most popular characters – Ninja Hattori and Dora the Explorer in their most vibrant avatars and thus giving their young fans a reason to celebrate!

 

TI cycles, known as the ultimate destination for the world’s best bicycling brands, has successfully established a chain 200 plus exclusive retail outlets for their brands BSA and Hercules across the country. BSA Champ, from TI Cycles of India caters exclusively to kids.

 

A range of eight different variants with specialized features such as Dora’s bag on the handle bar to Ninja’s bottle on the cycle bar have been launched. The attributes of the popular Nicktoons have been kept in mind while designing the cycles.  Tricycles for the 2 – 4 year old fans is also expected to hit markets soon.

 

The bicycles, targeted at the age group of 5 – 14 years, will be available in vibrant colors – blue and red for Ninja & pink and purple for Dora. The Dora cycles for girls and Ninja cycles for boys boast of exciting features like map handle bars,back rests, back-packs, water bottles, trainer wheels, visors and electronic bells amongst others. Priced between Rs. 6900 to Rs. 8000, the collection will be available across 200 plus BSA Hercules exclusive outlets in the country.

 

Dora the Explorer, the number one show for pre-schoolers, boasts of wide viewership across the globe. The characters’ interactive nature appeals to kids and helps parents to channel their kid’s curiosity by encouraging kids to ‘Learn & Explore’ the world  around them.

 

Superhero Ninja Hattori is one of the most loved toons in the kid’s category. The production of all new episodes has been done in collaboration between TV Asahi, Shin-ei Animation & Reliance Media Works Animation. Ninja Hattori is amongst the top 2 highest rated shows on Nickelodeon and contributes 34% GRPs to the channel. The show leads the category in the 2-3pm slot with highest GRPs among kid’s channels.

 

Sandeep Dahiya is Sr. Vice President - Consumer Products & Communications, Viacom18 Media Pvt Ltd and Rajesh Mani, GM Marketing & Retail - TI Cycles. Both are mutually glad to partner with each other on the launch of the new range of cycles.

 

Adgully caught up with both Sandeep Dahiya and Rajesh Mani to learn more about their association for the launch, the product, its features, their marketing and promotional activities and more.

 

Sandeep Dahiya explaining the reason for them to choose TI Cycles said “Essentially it is a licensing marketing, manufacturing, distribution and retailing partnership. It is a significant category as per capita consumption and high penetration since every kid has a cycle in every household in urban and semi urban markets. Cycling has always been one of kids’ favorite pastimes. They maintain a special relationship with their cycles. As youngsters we too grew up with our bicycles and now we expect our children to do the same. They have created a specific range of bicycles and tricycles and are a key segment for kids year on year.”

 

He considers it a high growth segment because parents want their kids to be more involved in outdoor sports and cycling is one such sport which can keep help them do this. Mr. Dahiya also adds, “Nine months of hard work has gone into the making of the Bicycles and Tricycles and it is becoming a reality now. Special care has been taken in the manufacture of the bicycles. No rough edges can be seen since safety is paramount for kids.”

 

Although not expensive the cycles are being projected as upmarket and are priced from Rs.4000/- onwards. They also want to project it as a seemingly premium and aspirational product for the kids genre. According to Mr. Dahiya it will be a prized possession for kids given their affinity for Dora and Ninja characters. The creation of the exciting range of bikes and trikes, will now make it possible for them to ride with their favorite Nickelodeon characters – Dora the Explorer and Ninja Hattori.

 

He went on to inform about the promotional and marketing plan which is expected to roll out towards the end of this month. “All significant media will be used for it and extensive promotional activities will be visible on Nick as well as on other mediums,” he said.

 

Rajesh Mani elaborating on the cycle industry said, “The total size of the cycle industry inclusive of bicycles and tricycles is 15 million out of which 3 million belong to the kids segment. We have 25% of the market share and are the first cycle brand to tie up with  a kids brand like Nickelodeon and their most popular characters Dora the explorer and Ninja Hattori. We are known as innovators and would like to be remembered as such.”

 

The marketing push has taken off and the advertising campaign will start towards the end of this month. They intend spending 20 % of the total advertising budget to promote this category.

 

With regard to the promotional activities he said, “ATL and BTL activities have been initiated and is being taken forward. We have tried to create a experience zone and activities at various malls in the locations which are high footfall areas for both kids and parents alike where they can catch a glimpse of the attractively priced and designer bicycles.”

 

Since both the characters, Ninja Hattori and Dora the Explorer enjoy tremendous fan following amongst the kids Mr. Mani is confident that the combination of the exciting toons and their forte in the bicycle segment, is reason enough for their cycles to sell like hot cakes!

 

Now kids can expect to zoom through their ultimate biking experience with Nickelodeon’s Dora the Explorer and Ninja Hattori!