KidsCo kick starts World Cup celebrations with new content

By AMRITA VALECHA | 4 June, 2010 - 15:41

KidsCo has announced that it is to celebrate the upcoming World Cup through a series of idents that will be shown across all its feeds from 1st June. KidsCo has commissioned Indian production company Image Venture Private Ltd. to develop a third in a series of original programming to honour international events around the world. The series will feature two versions, one 45" and one 60", and will be shown twice an hour from June until the end of the tournament across Europe, Asia, Australia, Middle East, South Africa and Sub-Saharan Africa.

The World Cup ident focuses on the international characters from the KidsCo logo as they celebrate the World Cup. The ident shows children kicking a football around their back yards until one goes over the fence. All the fences come down and the ident moves from reality to fantasy as the backyards merge and transform into the World Cup football pitch, with children from around the globe playing a game of football together. The breaking down of the fences symbolises KidsCo's ambition to break down cultural divide and unite kids from around the globe through common interests.

Paul Robinson, Managing Director at KidsCo, said: "The World Cup is a fantastic opportunity for us to bring together KidsCo's audience and celebrate this international event together. We decided to partner with Image Venture Private Ltd. again for this series due to the outstanding work it has done to bring KidsCo's logo to life through both the Chinese New year and Easter idents. We love the symbol of the breaking down of kids' garden fences to bring everyone together in celebration of a common interest."

Raja Masilamani, Creative Director at KidsCo, said: "It's been great to see the development of the characters within the KidsCo logo and we are getting progressively more adventurous with them as each ident becomes more successful than the last. We are thrilled with Image Ventures' manifestation of our creativity and are looking forward to further expanding the imaginations of KidsCo's audience together."

K.R. Senthil Kumar, Executive Director at Image Venture Private Limited, said,"We are really excited about the launch of this ident. The World Cup is a huge international event and we're thrilled to be a part of it."