One of the iconic characters from kids entertainment franchise Nickelodeon, SpongeBob SquarePants, turns 20 this year, and the channel has planned a year-long celebration of the super cool sponge who has inspired pop culture and been a part of every kids’ life since the 90’s. The celebration of this Bikini Bottom resident will roll out through goofy gags, memes, fun activities, birthday specials on television and a lot more all year round. Clearly, channel boss Nina Elavia Jaipuria’s focus on reaching out to the kids with experiential offerings is on course, and has resulted in several memorable initiatives – the immersive schools contact program from Nickelodeon being most recent that comes to mind.
Nickelodeon in India kicked off the birthday bash festivities by premiering brand new episodes of the show. The channel Nick HD+ also paid tribute to some of the marquee moments of the show on social media platforms with relatable memes and the campaign hashtag being #BeLikeSpongeBob.
Tie-up with Terribly Tiny Tales
Nickelodeon is teaming with online micro-fiction platforms like Terribly Tiny Tales and inviting people to share stories on how SpongeBob has been part of their lives, taking fans down memory lane.
SpongeBob 3D movie release
In another birthday special the SpongeBob 3D movie is set to be re-released in August across PVR Playhouse screens pan India (including Mumbai, Delhi, Noida, Bangalore, Hyderabad, Chennai). The movie screening will provide SpongeBob fans i.e. kids as well as adults with one more reason to celebrate the comic capers and fun escapades of the adorable Sponge.
The Pantone Colour Institute global tieup
Globally the brand Nickelodeon apart from the various collaboration and numerous activities all year round partnered with The Pantone Colour Institute to create official SpongeBob Yellow and Patrick Star Pink colours in commemoration of the 20th Anniversary.
Tie-ups with Kyrie, Nike, Toyota, Moschino
Kyrie Irving and Nike have joined forces with SpongeBob for a colourful range of shoes, which is available for purchase globally. Besides this, from fashion (Moschino X SpongeBob) to automobiles (Toyota) Nickelodeon has gone all out to celebrate this legendary character’s birthday and we’re just getting started cause this is going to be the #BestYearEver !
Nina Elavia Jaipuria, Head, Hindi and Kids TV Network, says, “Nickelodeon has always introduced characters that kids have loved and adored. Classic characters like SpongeBob SquarePants are a phenomenon and have entertained kids across generations with his nautical mischief.
“Driven by nostalgia, the internet’s favourite Sponge has been inspiring many pop culture trends globally, as well as in India. This ever optimistic character sets an example for all fans to #BeLikeSpongeBob. The birthday of this pop culture icon will be celebrated all year long with various interesting birthday specials.”