MUMBAI: As the action on Nick heats up with the launch of the month long 'Masti Dosti' contest, the channel has sought new avenues to reach its target 4-14 year olds. Nick is looking to capitalise on multiple mediums to build awareness of its latest initiative that runs along the "best buddy pairs" theme promoting three key properties Spongebob Squarepants, Ninja Hattori and The Munnabhai Show.

Specific to Mumbai city, Nick has been authorised by 18 schools to paint schools buses with Nick themes, as well as on bus backs for Best buses that follow various school routes in the city.

Apart from the city oriented plans, the channel is also looking to take the 30 second commercial beyond Nick to include several GEC's such as Zee, Zee Cinema, SET Max and Discovery, which is often frequented by kids. Regional channels like ETV Bangla and Gujrati will also be targeted.

In addition, the channel has joined hands with several local cable TV operators in metros and smaller markets, to showcase the 30 second promotion in between blockbusters aired.

Nick has also devised a plan for the innovative use of print, through a tie up with Diamond comics that will advertise the contest across both the Hindi and English editions. The campaign is focused in going all the way to capture the attention of kids via mediums that are a 'sure shot'.

The contest will culminate on 29 December and apart from winners and their best friends pocketing goodies, Nick has lined up a special telethon that will span three days - 30 and 31 December 2006 and 1 January 2007, each day running 9 hours of back to back episodes of the three shows.