Star India has launched a new campaign to announce their Disney Kids Pack, following the success of the Star Value Pack. The kids pack includes four television channels – Disney Channel, Hungama, Marvel HQ and Disney Junior. These channels will be distributed by Star India. The campaign brings to light a very strong insight on the television viewing habits of families in India and highlights the need for kids to watch content that is tailor-made for them.
The 35 seconder film starts off with a mother questioning her 6-year old daughter about her missing science book and the girl immediately reacts like a stereotype antagonist from a soap opera; indicating her television consumption is restricted to adult series.
The film gives a sneak peek into the lives of millions of families in modern day India; where kids are consuming adult targeted content. Most parents are unaware of the implications of this and kids make do with the content that their parents choose for them. This TVC delivers a hard-hitting message that focuses on repercussions of having kids watch adult content; in a very light-hearted, funny and entertaining manner. It addresses the need for parents to be responsible and make the right entertainment choice for their kids. It also reflects on the importance of retaining their childhood and innocence by having them watch age-appropriate content that is specially curated for them by the Disney Kids Network.
The Kids Network brings together a wide array of global and homegrown storytelling in a manner that is relevant to kids. Reaching out to an age-group of 2-14, the four channels cater to age-specific entertainment needs of kids across various languages. The campaign is conceptualized by the in-house creative team. The TVC was launched across the Disney India social media platforms and has been garnering a phenomenal response across audiences. The sentiments have been largely positive with audiences acknowledging the relevance of the message in their lives.
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