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CNE inks Beyblade promotional licensing deal for ITC Foods’ Sunfeast biscuit and pasta brands

17-February-2006
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CNE inks Beyblade promotional licensing deal for ITC Foods’ Sunfeast biscuit and pasta brands

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’.

So, kids can now feast on the taste of Sunfeast Cream Biscuits and Sunfeast Pasta Treat and also play with their favourite Beyblade toys. As part of the promotion, ITC Foods’ brand ambassador, Shah Rukh Khan, will star in an exciting new TVC that goes on-air on February 17.

“Having pioneered the concept of promotional licensing in the country with both traditional kids’ clients as well as non-kids’ clients, where our iconic characters have promoted and built brands across categories, the Beyblade promo marks Cartoon Network Enterprise’s foray into third-party promotional licensing. Kids feel a part of the show because the Beyblade toys are an integral part of the show on air, which makes it all the more exciting for them. This offers brands the unique opportunity to enhance the appeal with a touch of excitement and fun,” Jiggy George, Director, Cartoon Network Enterprises, India & South Asia.

”Sunfeast is a brand synonymous with fun and warmth for the child. Given our tradition of having been innovators in the biscuit market, we have endeavoured to add a touch of excitement to the child’s life. Our in-pack toy promo, a first-of-its-kind in the country, is a case in point. Beyblade is the latest craze among children. Sunfeast, thus, draws on the synergies arising from the association, by bringing to the child a host of toys centred around the Beyblade theme,” added Ravi Naware, CEO, ITC Foods.

Set on the model of ‘Buy & Get Free’, the Beyblade promotion offers an extensive range of in-pack Beyblade give-aways with purchase of Sunfeast Cream Biscuits and Sunfeast Pasta Treat. Purchase of Sunfeast Pasta Treat offers a unique Beyblade trading card inside each pack that makes up an interesting interactive game based on the traits of the characters on the Beyblade show. And not just that, kids can redeem rip-off strips from their trading cards to get exciting Beyblade merchandise such as sippers, T-shirts and Beyblade tops.

The new Beyblade TVC featuring Shah Rukh Khan for Sunfeast biscuits will air on kids’ shows across networks, including Cartoon Network, POGO, Zee and major South Indian networks such as Sun and Gemini.

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