Engaging young viewers with indigenous stories and adorable characters, India’s leading kids’ entertainment franchise, Nickelodeon, continues to take on the leadership mantle as the most preferred and No 1 kids’ entertainment franchise in India.

Riding on the triumph of its diverse IPs, the Nickelodeon franchise continues to have a soaring reach of over 44 million kids’ each week, enjoying the highest viewership market share of 31percent (YTD) within the category.

The franchise also leads across co-viewing target groups, establishing the love for the brand amidst kids and their families alike, an official statement said from Viacom18, which manages Nickelodeon India.

Speaking about the category leadership and the responsibility that comes with it, Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV Network at Viacom18, said in a statement, “Kids have come out of a very difficult and daunting period and are slowly adapting to the post covid realities of going back to offline learning and having more social interaction. As a responsible storyteller, Nickelodeon has always been there for kids through these tough times, nurturing and inspiring them through our stories and characters who have become their best friends and confidantes.

“We are committed to taking kids into a world filled with fun, imagination, and laughter, making sure they are stress-free and in high spirits. It is this deep understanding and connect with kids who are at the centre of our universe that has allowed us to garner immense love from them as well as the trust of their parents.”

She further added, “Responsible fun entertainment and putting kids first is the resultant patronage received from kids and parents, has also made us a preferred partner of choice for advertisers who are also seeking to meaningfully engage with children and their families.”

Nickelodeon has grown from strength to strength owing to the robust programming strategy and the launch of 11 successful differentiated IPs across genres ranging from chase action, fantasy, and magic to slice of life.

Each IP and character has established an everlasting bond with kids such that 5 characters from the Nickelodeon franchise are amongst Top 10 in the Ormax Small Wonder February 2022 report on kids’ favourite characters.

In an attempt to empower kids and promote physical and mental well-being of India’s younger generation, Nickelodeon also partnered with the Ayush Ministry for its flagship campaign, #YogaSeHiHoga. Most recently Nickelodeon teamed up with the United Nations to empower kids in the most meaningful way for its #OnlyOneEarth initiative.