Anjali Soni

Exchange4Media

Kidzee, a chain of pre-schools, has come up with a TV campaign that seeks to show that every child has unique skills and personality that need to be nurtured. The ad sports the tag line, ‘Every child is unique’. Ignitee India is the creative agency behind the campaign, while the production house is Jigsaw Films. Crayons Advertising is the media agency.

Ashok Karnik, Executive Creative Director, Ignitee India, along with his team conceptualised the TVC, while Narayanshi has directed the TVC.

Nitin Pandey, Business Head, Kidzee, explained, “The philosophy behind our campaign is a unique teaching methodology – ‘Illume’. Illume is an approach that helps parents and teachers spot the unique potential in each child and helping them realise it. Since every kid differs from the other, how can one style of teaching benefit all the kids? We truly believe that every child is unique. At Kidzee pre-school, we understand and nurture this uniqueness.”

The film is a vivid montage of situations in the life of children. Four situations are captured in the film, wherein the kids are shown doing what kids love doing – taking apart toys, admiring one’s own reflection, creating one’s own kind of sounds and turning an entire room into a drawing board. The TVC concludes with a VO reiterating: ‘Every child is unique. At Kidzee Pre-School, we understand and nurture this uniqueness.’

Pandey further said, “The TVC broke on January 30 on all Zee channels like Zee Cinema, Zee Music, Zee Café, Zee News and some regional channels like Zee Bangla, Zee Punjabi, Zee Kannada and Star Vijay. The print ad was released on December 11, 2008, nationally in almost all the editions of The Times of India, along with some regional newspapers.”

Commenting on the feedback, Pandey said, “We have received a very positive feedback. People clearly understand the motive of the uniqueness aspect of their child.”

He further said that the TVC would continue till the peak admission season ended, which was till March-end. “The target audience for this ad is young parents in the 25-35 age group, and here we are targeting middle class as well as upper middle class parents, and we offer them value for money,” Pandey added.

Ignitee’s Karnik said, “The brief given to us was crystal clear, which was – every child is unique. We actually had to think like a two-year old kid. We did a few exercises in terms of observing these kids, which helped us in the TVC.”

Talking about the cast and set-up, Karnik shared, “For all the situations, we made the sets. I must confess that making these kids act was a tough task for us and it took us two days to get the right expressions. The reason for the same was that these kids were fresh and so they took their own sweet time to react to the situations given to them.”

The TVC is 30 seconds long and has voiceovers in English as well as in Hindi. The ad has also been uploaded on YouTube.