Toon Disney has embarked on a high decibel marketing activity around the new initiative it has planned for its property, Power Rangers, on the Jetix block. The channel has tied up with Britannia, Peppy and Reliance to launch the ‘Power Your Rangers Contest’.
Nachiket Pantvaidya, Walt Disney Television International (India), Director, Programming and Production, is confident that Power Rangers is all set to be the most successful franchise in the kids segment, though it must not be forgotten that the brand will be competing with established names like Cartoon Network’s Bey Blade in the sector.
He said, “Power Rangers is a super success and comes easily in the top-rated kids properties. As a matter of fact, we are at a leadership position in the south market already. It is amazing how initiatives undertaken by us have, in matter of months, taken over the seven- and 10-year old players in the market. This only reiterates the power and popularity of the Disney brand.”
For the channel the initiative will be backed with one of the biggest marketing campaigns it has ever executed and Tushar Shah, Director, Marketing Disney, stated, “Or for any other kids’ channel for that matter. This is clearly an investment for us and we believe that a campaign has to have reach if it has to make a mark.”
In addition to the outdoors that break across the country, the channel has also taken spots on channels like STAR Plus, on the India-Pakistan matches on Ten Sports and on its own Network. Over 10 million co-branded packs with Britannia and another 10 million with Peppy have already been made available in the market. “And this is the figure on the lower side as Britannia had to reprint since they have out of stock of these packs in some markets,” said Shah.
On the whole, the endeavour had seen very encouraging response, according to the channel officials. Citing an example, Shah said that the game powered through Reliance Infocomm had already seen over a lakh and a half downloads “and in a matter of two weeks,” Shah said.
In addition to this, the channel is contacting over 500,000 kids across India through a school contact programme. Toon Disney mobile vans will also tour Maharashtra to create further awareness around the contest.
“By design of the contest and everything else that we are doing, the idea is make Disney a part of the child’s life,” added Pantvaidya.
The contest commenced on January 23, 2006 and culminates on February 12 and five winners stand to win a trip to New Zealand with their families. Also, 55 other kids can win Play Station II Consoles and Power Rangers game.