Top Story

e4m_logo.png

Home >> Kids >> Article

Disney goes on-ground, supports initiative with marketing campaign

29-December-2005
Font Size   16
Share
Disney goes on-ground, supports initiative with marketing campaign

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.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...