Kids
Walt Disney India and Britannia Industries are happy with the results of their joint initiative seen in the Jetix ‘Power Your Rangers’ contest. Over 5.23 lakh kids across India had taken part in the contest and the presenting sponsor, Britannia, had recorded a 49 per cent increase in sales of its brand, Britannia Treat.
With Indian kids increasingly becoming tech-savvy – 40 per cent of them are computer literate – there has been a significant change in their aspirations and lifestyle, observes the ‘New Generations 2005’ survey on Indian kids by Cartoon Network.
Examinations over, its showtime for kids on various channels targeting especially at the little ones. Turner channels, Hungama TV et al are aggressively promoting a slew of programmes to keep the young ’uns indoors during the summer days.
The touch-and-feel factor is important when it comes to children, a fact that Indian kids' channels are well aware of. Disney India took this knowledge to the next level when it kicked off its Asia-Pac musical event, 'Disney Magic', in India. Disney banked on aggressive marketing to ensure that 'Disney Magic' was utilised to the fullest for establishing Brand Disney further in India.
General Mills India has forayed into the Indian snack market with the launch of Dip Trix – a snack that kids can play with. For years mothers have been telling their children “Don’t play with your food”, however Dip Trix recognises the fact that kids will be kids, and love to play with anything, especially food.
Disney Channel’s series for kids and tweens – ‘That’s So Raven’ and ‘The Suite Life of Zack & Cody’ – will be made available in six different languages, on the soon-to-be-re-launched broadband site, DisneyChannel.com. The language tracks are English, Spanish, German, French, Mandarin Chinese and Hindi.
The year 2004 saw unprecedented action in the kids’ genre, with several players entering the segment. In 2006, the genre seems to have moved to the next level. While live action has been the key component of channels like Hungama TV ever its launch, it is the growth in local animation that gives a positive indication to the growth of kids segment in television in India.
Turner International has announced a strategic business alliance with International Recreation Parks and Unitech Amusement Parks Ltd to launch two innovative theme parks designed around their Indian kids channels Cartoon Network and Pogo. The theme parks are coming up at Noida and Rohini in the NCR.
Animax, the first anime channel in India, is introducing three new shows for teenagers. While two shows – ‘GameMax’ and ‘JC, the Ninja Girl’ – launched on February 18 and 19, respectively, ‘Ranma ½’ launches on February 23. At present, no marketing initiative has been planned for the shows.
Cartoon Network Enterprises (CNE) has made its foray into third-party promotional licensing by signing a deal with ITC Foods for promoting the Sunfeast Cream Biscuit and Sunfeast Pasta Treat brands through Cartoon Network’s popular third-party character, ‘Beyblade’.
Raymond Ltd has entered the children’s apparel segment with the introduction of its kids wear brand, Zapp! The exclusive brand will cover the spectrum of children’s lifestyle products that includes an entire range of children’s apparel and accessories. Zapp! is targeted at kids in the four to 12 age group.
He is perhaps the most lovable bear in the world and Disney is sparing no efforts to make Winnie the Pooh’s 80th birthday celebrations special. In fact, the celebrations will continue for 18 months. Disney has planned an exciting range of entertainment activities and special edition products for fans across the Asia Pacific region.
Raj TV, in association with Petroleum Conservation Research Association, is embarking on a 25-week trivia journey to engage participants from 75 schools across Tamil Nadu. Based on the theme of environment, the show seeks to create awareness among the gen-next on environment issues, and is the second socially conscious property from the channel focused on this segment.
The final city round of POGO Funtakshari, POGO’s pioneering on-ground initiative and the one and only Antakshari for kids, concluded in the Capital on Sunday and the results are out. Over 90,000 entries were received from kids across India for the Funtakshari in less than a month.
Toon Disney has embarked on a high decibel marketing activity around the new initiative it has planned for its property, Power Rangers, on the Jetix block. The channel has tied up with Britannia, Peppy and Reliance to launch the ‘Power Your Rangers Contest’.
Cartoon Network, the pioneer in kids' television in India, has reaffirmed its commitment to showcase Indian animation on the Network. To this effect, the channel has announced acquisition of three brand new Indian animation productions.
Goodlass Nerolac Paints Ltd and Walt Disney Company (India) have come together to paint the kids’ imagination with Nerolac Disney Emulsion. The new Nerolac Disney wall paints are being positioned as paints that help ‘bring your kids dreams alive’ through wall designs that tell a story.
The entrance of new players in the kids’ segment has led existing players to think of unusual ways to increase brand salience among the kids’ TG. Even as segment leader Cartoon Network has innovated on ways in which it can speak to the kids, Disney Channel, too, is showing aggression on this front by partnering with various companies.
Disney Channel has planned its first event in India with ‘Disney Magic’ – an initiative that takes Disney characters on-ground. Twenty-four shows have been planned across six cities in 2006. India is the first country where ‘Disney Magic’ is kicking off its six-nation tour in the Asia Pacific region.
Action is unfolding manifold at Turner’s licensing division, Cartoon Network Enterprises, which forayed into consumer products in May 2005. The segment that had otherwise seen the presence of only Disney products in a substantial way, has worked well for CNE as well and the entity is all geared to embark on various new deals and ventures in 2006.
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