A tie up between Indian mobile operator Tata DOCOMO and children’s channel Nickelodeon will soon see the national launch of the animated show Keymon Ache hit simultaneously traditional and mobile TV screens.

The multiple platform promotional initiative from Nickelodeon India will also encompass a microsite — www.keymon.in—and the availability of Keymon Ache games and ring tones on a variety of other Indian wireless networks, including Vodafone, Airtel and IDEA.

“Nickelodeon is committed to building the Keymon Ache franchise across platforms and making it a huge hit with kids,” explained Nina Elavia Jaipuria, senior vice president and general manager, Nickelodeon India. “We are investing heavily in building assets in the digital and mobile space to connect with the wired generation of kids and engage them like never before.”

Sharad Arora, chief officer, Wireless Solutions, Tata Teleservices, added: “At Tata DOCOMO, we are very excited about this new series, one that extends entertainment to the digital and mobile space for our users. Nickelodeon is the unparalleled choice for us as it provides us with an ideal platform to connect with kids and young adults. We hope to have similar tie-ups in the future as well—and bring in a world of new experiences to our customers.”

Keymon Ache will air in India at 7pm from Monday to Friday on Nickelodeon.