KidsCo & Image Venture India collaborate for animated idents

By AMRITA VALECHA | 3 February, 2010 - 10:25

KidsCo has recently announced its tie up with an India based studio Image Venture to develop a series of idents to celebrate Chinese New Year which will be shown twice an hour over the course of three weeks across Europe, Asia, Australia and Sub-Saharan Africa from February 2010. KidsCo has tied up with Image Venture for developing 6 idents for different festivals like the Chinese New year, Easter, Halloween, Ramadan, Christmas and also Deepawali.

The 45 seconder highlights the fact that it is the year of the Tiger in the Chinese calendar and integrate the KidsCo logo with traditional international symbols from around the world. The star of each ident is an animated tiger, rolling the globe and highlighting Russia, Turkey, Spain, Australia and other countries around the world. The tiger is greeted by the children from each country, as they celebrate their national identity.

Talking to Animation Xpress Asia Pacific, Paul Robinson, MD at KidsCo shared, "KidsCo's branding and market positioning is a family centric, safe destination for children around the world and our Chinese New Year creatively delivers on this promise by animating the children in our logo for the first time in countries around the world from Spain to Turkey to Australia. The creative vision from KidsCo has been beautifully delivered and has cemented our intentions to continue investing in Asian animation companies."

Reflecting KidsCo's role as the world's local kids entertainment hub, the creative theme of the animations re-enforce the channel's awareness of environmental issues, different cultures and geographies. The variety of countries highlighted in the animations is a reflection of the channel's global appeal.

Paul added, "The brief was to produce something that not only celebrated Chinese New Year, but did so in a way that included and engaged other cultures whilst reflecting KidsCo's commitment to quality entertainment. This is the first time we have brought the characters from our own logo to life and given them personalities."

Raja Masilamani, Creative Director said "KidsCo is a global brand that recognises the importance of making itself relevant to local markets. In this creative ident the tiger plays with a ball in each of the countries symbolising KidsCo's international credentials but also reflecting the environment emphasising KidsCo's localisation and respect for local tastes and cultures. The ball represents the world, and the tiger is the link to the world's children."

K.R. Senthil Kumar, Executive Director at Image Venture Private Limited, said: "We are really pleased to have been the chosen partners on this project with KidsCo. Chinese New Year is a huge celebration across Asia and we are delighted to have helped demonstrate KidsCo's acknowledgment of this through the development of this video and we look forward to working with them again in the future. It is a new kind of 2d and 3d combined animation. We have explored few new techniques to get that kind of look and feel. We have planned to explore more techniques to get a kind of new exclusive look and feel for the animation and visuals, in the on going and up coming works of Kidsco."