MUMBAI: Starcom India has pocketed the media planning and buying duties of Viacom18 Media' Nickelodeon franchise. The mandate has been won after a multi-agency pitch and includes the franchise's channels -- Nick, Sonic, Nick Junior & Nick HD+.

The agency's group CEO Mallikarjun Das believed that the Indian broadcast industry would see exponential growth. Entertainment tailored for kids and young adults would be a big beneficiary, he said.

Nickelodeon is also innovating its strategy across platforms, so that kids and teenagers get the perfect multi-platform experience. Das asserted that Nickelodeon’s content was increasingly being watched not just by its core target audience, but also adults and entire families.

The team is working on a media strategy and plan, designed to help Nickelodeon achieve maximum exposure and eyeballs. In India, Nickelodeon is available in over 50 million households in the country and is available across languages like Hindi, Tamil and Telegu.