Avika Gor Back In Action

Mumbai, Maharashtra, October 1, 2010 /India PRwire/ -- In the 3rd season of Nick's worldwide movement Let's Just Play, an all India research that delves deeper into understanding the barriers to play has been commissioned. Be it parents, schools, technology or television that might have inadvertently caused a change in the daily routine of a kid; outdoor play has fallen low on the priority list. Nick, the leading entertainment channel for kids, announces the 3rd season of its pioneering worldwide movement Let's Just Play with a direct message to kids as well as the adults who influence a kid's day to day routine with the war cry Come on India, Bahar Nikal...Let's Just Play! Sonali Bendre, along with Avika Gor (of Balika Vadhu fame)👏 have pledged their support to Nestle Milky Bar powers Nick Let's Just Play co powered by Surf Excel.

Aimed at imbibing active outdoor play in kids, Let's Just Play truly believes that children today should stop paying the price of their overloaded schedules and the distractions of this multi platform world. The responsibility lies in the hands of parents, teachers & influencers, as much as it does on the kids themselves. Studies have shown that daily outdoor play helps children relieve stress; which in turn improves their physical condition, mental health and overall social skills. To reach out to as many parents as possible, a massive movement on social media called "Not the Buck, Pass the Ball" will be launched. For every supporter who will pass the ball on Facebook and spread the message of active play, Nick will contribute Re.1 per ball to restore playing grounds and hand out playing kits in schools. Nick has also initiated the "Play Life Study" to understand and bring to light the barriers of play in a kid's life. In addition to this, Let's Just Play in its third year has launched an official game called "Squap" which will motivate children and families to play in the outdoors.

Says Sonali Bendre Behl, "No matter how technologically advanced we get, nothing can replace the benefits that our kids get from spending time out of the house and away from their computer screens and just running around and playing with friends! Which is why I am so happy to be associated with Let's Just Play. It's a wonderful initiative and as a mother I know the positive impact that it will have on my child's formative years. Joining hands with Nick, I hope to be able to bring as much awareness as possible for this truly amazing initiative. So... Let's Just Play!

Commenting on this initiative, Nina Elavia Jaipuria, General Manager and Senior Vice President, Nick India says, "Nick always keeps kids at the core of all that it does and is deeply concerned about the future generation. In today's day of excessive pressure and stress that a child goes through, the importance of regular outdoor play cannot be undermined. Through Let's Just Play, we aim to not only empower kids to exercise their right to play but also urge the key stake holders in their lives to take an active step in making outdoor play a top priority and a daily habit."

Avika Gor😳 says "Despite my busy schedule while shooting for Balika Vadhu, I made it a point to take some time out for playing every day. In fact my parents have always made it a point that I strike a balance between work, play and studies. Parents should let their children go out and play. It's the best stress buster for everyone! "(aila! super woman nikli yeh toh!)

Says, Mr. Balan Kannan, General Manger - Chocolate & Confectionery Nestl India, "Nestl MILKYBAR has been taking leading initiatives in the chocolate industry, helping kids to lead a balanced lifestyle. All our communication for Nestl MILKYBAR stresses 'Dum hai toh Baahar Nikal" and encourages kids to go outdoors. This lets them experience the real adventures of life away from the computer or video games. The support for 'Let's Just Play' 2010 is part of our endeavour to see more kids outdoors."

Surf Excel believes that kids should have the freedom to experience and only then will we be able to unlock their true potential. Kids need to spend more time outdoors just being kids, even if it means getting messy. Let's Just Play single mindedly encourages the spirit of outdoor play. We could not have asked for a better property to associate with to bring alive our brand proposition.

So... Come On India, Bahar Nikal. 'Let's Just Play!'