Nickelodeon Kids’ Choice Awards 2021 to be Held in the Metaverse

Entertainment | March 25, 2022 | News

Viacom18 Nickelodeon Kids’ Choice Awards

A flagship initiative of Viacom18’s and India’s leading kids’ entertainment franchise, Nickelodeon that empowers kids and celebrate their choices, ‘Alpenliebe Eclairs Plus presents Nickelodeon Kids’ Choice Awards 2021’ is set to be the ‘first ever’ awards screening experience in India to be held in the metaverse.

This association has been conceptualised and crafted by Wavemaker India for Perfetti Van Melle India in partnership with Viacom18.

Along with the metaverse, the awards will witness the biggest simulcast this year across 14+ multiscreen platforms- on TV with Nick, Sonic, Nick HD+, Tata Play (Ch. Nos 664 and 665), on Viacom18’s OTT platforms Voot, Voot Kids along with Jio TV and Jio TV+ and on digital platforms such as YouTube, Facebook and Instagram on 27 March 2022 at 8.30pm.

The awards show will come to life in a screening at Decentraland, the place of the first ever Metaverse concert. This desktop first experience of awards curated for audiences across the globe will provide families with one of its kind immersive entertainment experiences.

The screening will allow users to create virtual avatars and experience the slime fountains, ride on the blimp and play fun games while being virtually immersed at the event.

This experience in the Metaverse has been developed and conceptualised for Nickelodeon India by Ecultify.

The awards will be see a fun gaming themed night where Nicktoons will be seen playing a lot of arcade games while also presenting awards to super stars and kids favourites like Badshaah, Deepika Padukone, Siddharth Malhotra, Sara Ali Khan, Kiara Advani, Rashmika Mandana and influencers like Anushka Sen and more.

The event will also see olympians, para olympians amongst others being celebrated for their inspiring achievements.

Nina Elavia Jaipuria, Head - Hindi Mass Entertainment & Kids TV Network, Viacom18, said, “Nickelodeon Kids’ Choice Awards reiterates our commitment towards empowering and encouraging young audiences to voice their choice. KCA has created a unique position for itself, and year-on-year continues to deepen engagement with its audiences. Always ahead of the curve, Nickelodeon has created new benchmarks for innovation in the category and KCA 2021 is all set to provide a seamless unified experience to consumers on a platform of their choice including the first ever metaverse screening in the category!”

Rohit Kapoor, Marketing Director from Perfetti Van Melle, said, "As a brand that is also looking at deep engagement with kids and families we are always on the lookout for unique platforms and properties that allow as to tell our brand story distinctively. Associating with a category first metaverse event allows is to augment our engagement with our audience make it more meaningful and tech forward. In times when every child is engaging with a screen this clutter breaking association allows us to be ahead of the curve in striking a connect with families."

Karthik Nagarajan, Chief Content Officer, Wavemaker India, said, “Content marketing on Metaverse platform is the next wave in digital marketing. At Wavemaker, our philosophy is to positively provoke our clients and create industry-first innovative work for our brands. With Alpenliebe Eclairs Plus and Nickelodeon Kids Choice Awards we had the perfect partnership to create category first Web3.0 event which would enthrall young audiences and their parents. Interactive entertainment is the future of consumer experience and we are all excited to ride this wave”

This association has been conceptualised and crafted by Wavemaker India for Perfetti Van Melle India in partnership with Viacom18.

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