KidsCo collaborates with Image Venture for Easter idents

By ANIMATION XPRES... | 25 March, 2010 - 13:52

KidsCo has recently announced that it is to celebrate Easter through a series of idents that will be shown across all its feeds from next week. Following the success of the Chinese New Year idents, KidsCo has commissioned Indian production company Image Venture Private Ltd. to develop a second series highlighting Easter celebrations around the world.

KidsCo has tied up with Image Venture for developing 6 idents for different festivals like Halloween, Ramadan, Christmas and also Deepawali. The series of idents to celebrate Chinese New Year was shown twice an hour over the course of three weeks across Europe, Asia, Australia and Sub-Saharan Africa from February.

The Easter ident focuses on the international characters from the KidsCo logo as they celebrate Easter with a traditional egg hunt. Once the children find the egg it transforms into the Easter Bunny, before hopping off to another country. The idents feature children celebrating Easter across Spain, Greece, France, Germany, Portugal and Dubai. The clips will be shown twice an hour from March through Easter across Europe, Asia, Australia and Sub-Saharan Africa. The creative theme of the animations re-enforce KidsCo's aim of raising cultural awareness and international celebrations.

Talking to Animation Xpress Asia Pacific, Paul Robinson, Managing Director at KidsCo, said "As a result of the fantastic feedback for the Chinese New Year idents, we decided to partner with Image Venture Private Ltd. again for a series dedicated to Easter. We wanted to celebrate the holiday in a way that includes and engages diverse cultures whilst reflecting KidsCo's commitment to quality edutainment. We are really excited to see the development of the characters from our very own logo and are looking forward to developing future original productions of this kind."

Raja Masilamani, Creative Director at KidsCo, said "We wanted this series to be in line with KidsCo's mission to be a global brand that reaches out to children of all cultural backgrounds. We decided to show children from countries who celebrate Easter, traditionally, as well as those who don't. This is to emphasise acknowledgement, appreciation and acceptance of cultural diversity. While the egg represents Easter, the Easter Bunny represents bridging the cultural divides between the world's children."

K.R. Senthil Kumar, Executive Director at Image Venture Private Limited, said "We are really pleased that KidsCo chose to partner with us again following the success of the Chinese New Year idents. We are thrilled to work with KidsCo on projects that raise cultural awareness."