Nickelodeon, a category leader and pioneer in kids’ entertainment, continues to win kids’ love and affection through strong storytelling, compelling and relevant campaigns, and IPs that drive engagement and interaction.

With a new anthem and campaign, ‘#DoTheNickNick,’ Nickelodeon ushers in 2023 with much more fun and frolic.

The campaign features India’s favorite Nicktoons, celebrates children, and encourages them to look forward to 2023 with hope, according to a statement from the company.

The anthem, written by Gulzar and sung by Armaan Malik, begins with the brand’s promise of ‘Nick for Kids, Kids for Nick’, reiterating that Nickelodeon, as a franchise, has kids at the heart of everything it does and is by their side through happy and difficult times.

Nickelodeon has planned elaborate interactive initiatives with children in cities across the country to improve audience engagement and experience. The campaign will be boosted by on-air playouts across the Viacom18 Network, as well as a slew of social and digital initiatives, including a series of interactive dance challenges, contests, influencer engagement, partnerships, and on-the-ground initiatives.

The campaign will be heavily promoted on online platforms, radio stations, and music apps such as Gaana and JioSaavn. A simple and fun hook step has also been created to make the new anthem more engaging for kids, which is sure to catch on and stay with kids for a long time.

‘#DoTheNickNick’ is an ode to all the love received from kids while Nickelodeon welcomes another year of innovation in stories, characters, and campaigns.

“2022 was a year of milestones,” said Viacom18 Hindi Mass Entertainment & Kids TV Network Head Nina Elavia Jaipuria of the franchise’s plans for the year.

“In new and innovative ways, we entertained, engaged, and empathized with our young audiences as they experienced highs and lows. As we begin the new year, we want to remind our viewers that we will continue to bring them the best stories and characters. Our new anthem represents everything Nickelodeon stands for: ‘Nick for Kids and Kids for Nick.’ We are looking forward to presenting a jam-packed year that will strengthen our bond with children,” she added.

“I have always enjoyed writing for Nickelodeon because I am still a kid at heart,” Gulzar said of his experience as the anthem’s lyricist, adding, “This anthem is an ode to young minds, celebrating their zeal and unbreakable bond with their Nicktoons.”