What's stopping kids to go out and play, Nick initiates research

The 3rd season of the channel's worldwide movement- Let's Just Play has been launched with the war cry- Come on India, Bahar Nikal¦Let's Just Play!

Moreover, famous Bollywood actress Sonali Bendre Behl and famous child-artist Avika Gor of Balika Vadhu fame have extended their support to Nestle Milky Bar powers Nick Let's Just Play co powered by Surf Excel.

Speaking exclusively to Adgully, Nina Elavia Jaipuria, Senior Vice President & General Manager, Nick India, said, "The research has been commissioned across six metros, amongst kids across the age group of 8 to 15. The whole idea is to understand and highlight the barriers to play. The universal insight to this is that the world has become extremely competitive and children are going through extreme stress situations. The age of technology and digitization has increased the number distractions for the kids, and in the bargain the playing time has been de-prioritized. So we want to leverage on the reach we have with kids and spread this positive message."

She further adds that the initiative is a worldwide movement, it has already done its round in almost 10 countries and which includes US, UK, Latin America, Japan, Australia etc. Famous people like Former US President Bill Clinton, Hilary Duff and Michelle Obama, all switching off their TVs to support the initiative.

Since it's the third season, we want to take it beyond the children; we will be going to the influencers of children like the parents, teachers, principals etc. Thus, make them believe in the initiative and make playing a daily habit," Jaipuria adds.

The channel has also planned to reach the target group through Facebook and the movement will be called "Not the Buck, Pass the Ball." The campaign will enable users to pass the ball to community pages, and each ball will have a message inside it. For every ball passed, the channel will contribute Re.1 to restore playing grounds and hand out playing kits in schools. On 30th of October the channel will go off air like every year as a part of this initiative for a span of 30 minutes.

Let's Just Play in its third year has launched an official game called "Squap" which will motivate children and families to play in the outdoors. The website for the channel-nickindia.com will enable viewers to take a pledge, upload their pictures, look out for tips and look out for the game of the week.

The channel has also planned a "Play Day" on the 30th October 2010, when Mumbai, Delhi, Bengaluru and Chennai will go out and play. The channel will have on-ground activities and initiatives to come and join the channel's "Play Day".

Commenting on her association with the event Sonali said, "No matter how technologically advanced we get, nothing can replace the benefits that our kids get from spending time out of the house and away from their computer screens and just running around and playing with friends. Thus, I am so happy to be associated with Let's Just Play. It's a wonderful initiative and as a mother I know the positive impact that it will have on my child's formative years. Joining hands with Nick, I hope to be able to bring as much awareness as possible for this truly amazing initiative. So¦Let's Just Play!

Balan Kannan, General Manger - Chocolate & Confectionery Nestlé India, said, "Nestlé MILKYBAR has been taking leading initiatives in the chocolate industry, helping kids to lead a balanced lifestyle. All our communication for Nestlé MILKYBAR stresses "Dum hai toh Baahar Nikal" and encourages kids to go outdoors. This lets them experience the real adventures of life away from the computer or video games. The support for "Let's Just Play' 2010 is part of our endeavour to see more kids outdoors."

The channel has also lined up brand new episodes of Ninja, which will go on air sometime post 15th October 2010. The channel is also geared up to relaunch the Indian show Keymon Ache which the channel will co-produce with DQE, the show will be launched sometime around November. The new Indian show will bring out the normal Indian kid in the animation format which is lacking across all the channels in the category. | By Prabha Hegde [prabha(at)adgully.com]