Nickelodeon was the first to recognize International Yoga Day every year to engage its young followers and establish the groundwork for making Yoga a daily practice. This year, the kid’s category leader is taking Yoga Day activities to the next level, bringing back the latest edition of the vibrant #YogaSeHiHoga campaign.
The company has teamed with SARVA Yoga Studios, a wellness start-up, as part of the drive to bring Yoga closer to its small followers and teach them about the immense advantages received from Yoga.
Through a unique interactive Yoga lesson with Nicktoons Shiva, Rudra, and Happy, Nickelodeon and SARVA are bringing yoga to their viewers in a more cool and enjoyable way. To spread the word about the initiative, SARVA studios has organized workshops with yoga specialists to instill a healthy lifestyle that will help kids de-stress during these trying times.
A 360-degree marketing and communications plan will be used to promote the campaign, which will include on-air promotions throughout the Nickelodeon brand, digital promotions, and a robust program of mommy networks and influencers that will help the campaign reach a wider audience.
In addition, a virtual workshop is being planned for all Viacom18 employees and their children, ensuring that our internal audience has a pleasant and unforgettable experience. The campaign will also be brought to life on social media through a #YogaSeHiHoga program and a Kid Yoga Series, which will feature a variety of interesting short-form films encouraging youngsters to incorporate Yoga into their daily lives.
All children need to do is post a photo or video of themselves performing their favorite yoga pose to nickindia.com, and the top ones will be broadcast on the channel. To underline the immense benefits of Yoga, the company has partnered with kid prodigies Ishwar Sharma and Harsha Nivetha, who have come forward to endorse the cause.
The Ministry of AYUSH will support the entire campaign with a variety of humorous films on-air, as well as Yoga workshops by Nicktoons.
Nickelodeon commemorated International Yoga Day in 2019 by having Nicktoons Motu-Patlu perform yoga with Prime Minister Narendra Modi and 40,000 people at Prabhat Tara field in Ranchi, as well as collaborating with Mumbai’s largest Yoga festival, ‘Yoga by the Bay.’
Due to the pandemic, Nickelodeon celebrated Yoga Day electronically in collaboration with the AYUSH Ministry last year to instill yoga practices and emphasize the significance of developing a stronger immune system.
The digital relationship was heavily promoted through interactive postings and videos and was followed by a countrywide contest that reached over 630,000 moms and children through digital means, with 3000+ entries received under the brand’s Yoga contest.