The contest, My Hichki Moment wherein the participants had to talk about an experience or a difficult situation that they overcame in life with #MyHichkiMoment in the form of a sketch or a video was concluded on the Facebook page of Kokuyo Camlin. For instance, students face several hurdles like how to deal with stress during exams or pressure of excelling in their studies drawing close parallels to the students in the movie Hichki that hail from a local basti who are low on self-belief and self-esteem and their socio-economic backgrounds became their biggest stumbling block. Hichki explores this spirit on self-reliance and desire to succeed no matter what the life condition is.
This contest saw active participation and some interesting stories of students overcoming their hurdles and proving themselves. Rani Mukerji gave away Kokuyo Camlin’s gift hampers to 5 social media contest winners. At the same time, she also felicitated Dhanashree Waghmare — leading cadet, who participated in the Republic Day march on 26th January earlier this year.Along with the social media contest, there was a 2 week long on-ground contest held at KidZania Mumbai. At the Camlin Arts & Crafts Studio, kids made greeting card and share memorable thoughts about their teachers. Whereas, at the Camlin Painting Studio, kids painted the Hichki logo in a classroom set-up.
Saumitra Prasad, Chief Marketing Officer, Kokuyo Camlin said, “It was great to associate with Yash Raj Films for the promotion of the movie Hichki at KidZania. We all face difficult situations in life and emerging triumphant should be our only goal as shown in the movie which is based on the life of a school teacher. Through our social media contest we came across hurdles encountered by students and how they conquered them. The winners were excited to meet Rani Mukerji and receive Kokuyo Camlin hampers from her. We are also very grateful to KidZania for their support to this initiative and making it a huge success”
Manan Mehta, VP Marketing and Merchandising, Yash Raj Films said “Our strategic partnership with Koyuko Camlin has been fruitful and we have effectively engaged with kids and families for our film Hichki. This film salutes untapped potential of every child. With this initiative, our collective endeavour was to spread the film’s positive spirit.”
Sona Mazumdar, Director – Strategic Brand Partnerships, KidZania India said, “We are delighted to work together with Kokuyo Camlin to create another unique experience for kids by encouraging them to share some challenging situations that they have come across thereby preparing them for the real-life challenges which we simulate at KidZania. The Camlin – Hichki contest at KidZania ignited curiosity and imagination amongst kids. And, I would like to thank all the kids for participating with their incredible concepts & designs and congratulate the winners of the contest.”