Nickelodeon ready to unleash ‘Golmal Jr’; plans 200+ hrs of content in FY2020
Post the success of its 7 IPs, including Motu Patlu, Shiva and Rudra, Nickelodeon is all set to launch the 8th indigenous IP – ‘Golmaal Jr.’ on Sonic. Produced by Nickelodeon and created by Reliance Animation and Rohit Shetty Picturez, the 8th IP of the franchise will recreate the magic of the iconic movies through a fun animated series, starting May 13 at 1.30 pm on Sonic.
Based on the popular Bollywood franchise, ‘Golmaal’, this show brings to life a heady mix of slice-of-life friendship, relatable characters, humour and loads fun ‘Golmaal Jr’ follows the fun face-off between two groups helmed by Gopal and Madhav, respectively.
Each of the local home-grown Nicktoons – from ‘Pakdam Pakdai’, India’s first chase comedy; ‘Motu Patlu’, the only adult protagonist in the kids’ animation category; ‘Shiva’, India’s whiz kid; ‘Gattu Battu’, India’s first animated detective series; ‘Rudra Boom ChikChik Boom’, India’s first Magictoon – have all introduced kids to new genres of entertainment. With the launch of ‘Golmaal Jr’, the Nickelodeon franchise will set into motion the aggressive content strategy for the year.
With over 500 hours of content, the franchise today has the largest, immersive and the most versatile local content library in the category. The coming year will see the further scaling of the content library with over 200+ hours of content, expected to be added through shows as well as made-for-television movies.
Speaking about the success of the homegrown characters, Nina Elavia Jaipuria, Head – Hindi Mass Entertainment and the Kids TV Network at Viacom18, said, “Understanding of kids, their choices and their diverse entertainment needs have been central to Nickelodeon. We have hence, always introduced characters that are relatable, engaging and clutter-breaking. The new show, ‘Golmaal Jr’, is set to bring further diversity and scale to the wide content library of Nickelodeon.”
She further added that “Going forward, we will continue to enthrall kids with great stories and characters and maximise ROI so that we can introduce kids to more such immersive and engaging content experiences.”
Speaking about the 8th IP launch of the Nickelodeon franchise, Anu Sikka, Head – Content, Kids Entertainment Cluster, Viacom18, said, “Bollywood is an important part of every Indian kid’s life and they have always loved films and always adored these characters. ‘Golmaal’ has been a very successful franchise, much loved by kids and the animated series ‘Golmaal Jr’ with its unique take on fun, friendship and humor is sure to get the same patronage and love from our young fans. The addition of ‘Golmaal Jr’ will bring further depth and repertoire to our squad of indigenous Nicktoons.”
Speaking about the ‘Golmaal’ franchise, Rohit Shetty said, “The ‘Golmaal’ franchise is very close to my heart. The film has already been popular amongst the family audience and new Prank Gang – Gopal, Madhav, Laxman and Lucky – are all set to entertain children on Sonic. The concept of ‘Golmaal Jr’ had been in place for a while and I’m very excited about the partnership with Nickelodeon to bring this high decibel concept and show to life. Each character and their traits are so carefully crafted that I’m confident kids will love the ‘Golmaal Jr’ Prank Gang.”
Speaking about the Golmaal series, Shibasish Sarkar, Group CEO, Reliance Entertainment, said, “‘Golmaal’ is extremely popular with kids and extending the franchise through a special animated series for kids was a great idea to increase affinity for brand ‘Golmaal’. Nickelodeon franchise, being the category leader enjoying a lot of love from children, was hence the ideal partner to bring this iconic brand to life for kids.”
The show’s launch will be supported by a dynamic 360 marketing and communication plan, which will include an aggressive TV plan, within the Viacom18 network and outside the network, a high decibel outdoor plan along with mall visibility, fun photo opportunities with the iconic ‘Golmaal’ bike and audio standees at multiplexes playing the catchy ‘Golmaal’ title track.
There are various innovations lined up on the digital front, starting with the innovative YouTube unskippable ad that is a category first. There will also be a large influencer campaign reaching out to the digital audience. Keeping in mind the sensibility of the social media natives, a whacky challenge has been devised – #GolmaalJrChallenge – where kids would be asked to replicate the popular ‘Golmaal’ dance step.
The campaign will roll out from May 13, 2019.