MUMBAI: In line with Nick's new funda "Bitaiye masti ke pal, apne khas doston ke sang," the channel will kick off the Masti-Dosti contest starting 4 December on the Masti-Dosti block from 6 - 7 pm, Monday to Friday.

Nick also seems to be pulling up their socks in promoting this initiative, with plans of launching a multi-media campaign. This would comprise of television, print and on-ground, including colourfully painted school buses and visits to the agencies by its characters - SpongeBob SquarePants and his buddy, Patrick.

To participate in the Masti-Dosti Contest, kids have to spot the prize on air and report it right back to Nick by calling 1250111555 in Mumbai and Delhi or 1250155 in other cities, or SMS 'NICK' followed by either A, B or C and their name to 6882. Alternatively, they can log on to www.nickindia.com and participate in the contest.

Remote controlled cars, Gameboys, DVD players, cell phones, MP3 players, Discmans and rollerblades - all in pairs will be up for grabs. Ten lucky winners will have the privilege of seeing their names on air. As for the grand prize winner - he/she and a friend get to feature in special promotion that will be aired on Nick at the end of the contest, informs an official release.

If back-to-back episodes of Nick's characters and best buds Spongebob and Patrick, Ninja Hattori and Kenny Chee and Munnabhai and Circuit scheming, ploting, sharing and caring is not enough. On the eve of World AIDS Day, the channel extended its hand of 'dosti' to children from the NGO - Committed Community Development Trust (CCDT) to come and party with Nick buddies SpongeBob and Patrick and enjoy Nickloads of fun.

Speaking on the initiative, Nick India vice president and general manager Nina Jaipuria said, "At the onset of the festive season, Masti-Dosti is Nick's unique way of reaching out and celebrating the 'spirit of friendship' with the kids. Over the past many months Nick has formed a special bond with the kids and 'Masti-Dosti' is an initiative to strengthen that even further."