Walt Disney India and Britannia Industries are happy with the results of their joint initiative seen in the Jetix ‘Power Your Rangers’ contest. The companies stated in an official communiqué that the contest had drawn participation in excess of 5.23 lakh kids across India and that the presenting sponsor, Britannia, had recorded a 49 per cent increase in sales of its brand, Britannia Treat.
Commenting on this, Tushar Shah, Director Marketing and Communications, Walt Disney Television International (India), said, “In true Disney tradition, Jetix Power Your Rangers campaign boasted of an innovative contest format with a multi-platform push unlike anything ever seen before. We extended the show experience seamlessly and innovatively across media, creating multiple touch points allowing kids to get close to their favourite superheroes while ensuring unprecedented and tangible sponsor benefits”
Richa Arora, General Manager-Head Marketing and Innovation, Britannia Industries Ltd, said, “The bottom line on the promotion is that it increased sales by 49 per cent. What’s equally important is that the promotion worked well as a package – from very innovative premia to the actual contest to the on ground activation.”
The communiqué further said, “The campaign scored a number of firsts receiving exposure unlike anything ever seen in the kids’ space in India through Britannia’s 8 lakh retail network, on-pack presence on more than 32 million Britannia Treat packs, on-pack presence on more than 10 million Peppy packs, Power Rangers Premia with every pack of Britannia Treat and Peppy, School Contact Program in 500 schools across six cities – Mumbai, Delhi, Ahmedabad, Hyderabad, Kolkata and Bangalore – establishing contact with 5 lakh kids and mobile van activity in Maharashtra.”
“Also, a TV show, Power Your Rangers, was recreated as a mobile game for cell phone users. The mobile game on R-World was available to 16 million Reliance India Mobile subscribers, and posted the highest number of downloads in the recent past. Britannia also reached out to over 1.5 lakh kids in Mumbai, Delhi and Bangalore through mobile van and school activities,” the communiqué added.