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, which would be supported with an extensive marketing campaign across the cities in 2006. India is the first country where ‘Disney Magic’ is kicking off its six-nation tour in the Asia Pacific region.
The action commences on January 4, 2006 with Mickey Mouse, Minnie Mouse, Donald Duck, Goofy and Chip ’n Dale making their India appearance. The first show will be in Mumbai on January 7, 2006, followed by Ahmedabad on January 11, New Delhi on January 14, 2006, Kolkata on January 21, 2006, Hyderabad on January 26, 2006, and Bangalore on January 29, 2006. Disney India’s Director, Marketing, Tushar Shah, is quite charged with the initiative beginning in India.
He explained that this would boost the channel’s equity further in the country. “The event will be treated with a 360-degree approach. Some of the creatives in outdoor communication have already been released. The marketing is planned across the six cities in which the event is slated to take place,” Shah added.
In every city, a select number of kids will get special invites to meet and shake hands with the Disney stars by participating in a simple contest. Promotion for the contest has commenced this week and will continue till January 24, 2006. Disney Channel, as part of its school contact programme, will also visit schools in various cities to promote the contest. Also, in the days leading up to the event in the malls where the shows will eventually take place, a Disney Channel stall will be set up for kids to facilitate participation in the contest.
The channel has also planned viewer participation, wherein Disney viewers can send in entries by logging in to the channels’ website or SMS.