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Kids are main focus for merchandisers on Raksha Bandhan

28-August-2007
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Kids are main focus for merchandisers on Raksha Bandhan

As festivals approach, there are many marketers who plan their strategy around the celebrations. It becomes a reason for many to plan innovations on special events. On the lines of such celebrations, exchange4media reports on the various innovations that marketers are following on the occasion of Raksha Bandhan, keeping in mind children as the TG.

Today, children have become the key focus on many marketers and advertisers, which leads to different strategies and innovations being adopted to attract this TG.

To add the essence of ‘meetha’ to the celebration of relationships, Cadbury India has launched a special Raksha Bandhan ‘Cadbury Celebrations’ gift range. These gift boxes are provided with a range of Cadbury brand chocolates including 5 Star, Perk, Gems, Dairy Milk, Nutties and a special pack of Rich Dry Fruit Collection, thus making it an ideal gifting option for siblings of any age group.

The stylishly packaged boxed chocolates are available nationwide through retail outlets at prices ranging from Rs 60 to Rs 200. Making it convenient for the sentiments to be shared beyond geographic boundaries, the Celebrations range can be ordered online through most the popular websites that offer gifting options.

To go beyond their brands and build interaction with its customers, the company has tied up with Radio City to make this Raksha Bandhan special for doting brother-sister duos.

On similar lines, Mattel Toys has launched ‘Barbie as Sleeping Beauty’ for this Raksha Bandhan. An official communiqué said, “Brothers have an ideal gifting option for their sisters this Raksha Bandhan. Sweets and chocolates don’t count anymore; it’s Barbie all the way. Barbie has always inspired girls to be better in life -- right from virtues of friendship and love, to working together as team. And therefore, with Barbie you can never go wrong.”

The ‘Barbie as Sleeping Beauty’ play set comprises a Prince to wake her up and is accompanied by a Red Rose, which, on the click of a button can put the ‘Barbie as Sleeping Beauty’ to sleep and wake her up from her slumber too. The toy is available for Rs 799.

On the other hand, many television channels will showcase special programming line up on the occasion of Raksha Bandhan. Cartoon Network will present a two-hour special marathon of ‘Codename: Kids Next Door’ on August 28 from 2 pm to 5 pm.

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