Kick-starting from 7 November morning, the first half of the 10-hour play-a-thon will comprise an inter-school sports event consisting "twisted" and "high energy games".

As reported earlier on Indiantelevision.com, Nick will also host a one-day channel blackout on the same day.

Says Nick India general manager and senior VP Nina Elavia Jaipuria, "Nick has always been a responsible broadcaster and we strive to go beyond just entertainment. Nick is deeply concerned about the issue of lack of play in the lives of kids and is pulling out all the stops to inspire as many kids and parents as possible. The Playathon is a step in the direction of changing the lifestyle of our future generations forever."

To build a further brand engagement, Nick will also use its digital space to engage kids through constant interactivity. With the intention of encouraging kids to go out and play, kids can create their own games and upload them on nickindia.com. Their videos will also be aired on Nick. They can also use the online playbook to choose their own set of games with a twist.