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Companies trying to cash in Valentine's Day celebration with special initiatives

Companies trying to cash in Valentine's Day celebration with special initiatives

Author | Rummana Ahmed | Saturday, Feb 12,2005 8:23 AM

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Companies trying to cash in Valentine's Day celebration with special initiatives

Love is in the air and everyone is looking to make the best of it, whether it is through special movies and series or through new product launches. The companies are trying to cash in Valentine's Day celebration with their special initiatives and new goodies.

Timex has launched its special Valentine Collection '05, a range of watches especially crafted to celebrate the season of love. The new range is a thematically stylized all-steel collection with a total of nine styles, three for men and six for women. The colour for women ranges from pink to romantic red, while the men's watches feature sporty blue with accents in dashing red.

Commenting on the new collection, Salil Sadanandan, VP-Marketing, Timex Watches Ltd, said, "The Timex brand values of youthful sporty fashion resonate strongly with contemporary gifting occasions like Valentine's Day. We believe this bold new collection specially designed to celebrate romance will find favour with the young at heart who are fashion conscious. I believe that their love needs a stronger and more durable expression than candy, cards or flowers."

With special movies and new product launches, the news channels are not to be left behind. Star News has launched their Valentine special series, Khullam Khulla Pyaar Karenge. The series will explore the various facets of love. The series is featured in special segments daily on Star Savera and City 60. There will a half-hour viewers' special on February 14 called Maine Pyar Kiya. There is also a 'celebrity special' segment slotted on February 13, which will feature the lifestyles and love stories of celebrity couples.

Asked how come a news channel is doing a Valentine special, Shazi Zaman, Senior Executive Producer, Star News, said, "Covering Valentine's Day is like covering a social trend. We cover not only political events but also social events that evoke interest and attention. The younger generation will definitely be interested in this."

There is also Valentine's Special on BBC World's Fast Track with Akhtar Khan and the team as they visit the Orchid Festival in London's Kew Gardens. Fast Track goes to an up-market hotel in Taiwan that uses clever advertising techniques to attract those seeking a few hours of privacy rather than a longer break. And they also take tips on relationships from a woman whose search for love has taken her around the world in 80 dates.

The children's entertainment channels are also not left out in the celebration. Pogo is running two movies back-to-back on February 13 starting at 1 pm. They will show the famous twins, Mary-Kate and Ashley Olsen in the movies "Passport To Paris" and "When In Rome" as they embark on a whirlwind adventure away form home.

Speaking on the special programming, Anshuman Misra, spokesperson, Cartoon Network, said, "Being a kids' channel we are constantly looking at innovative ways of doing things and celebrating festivities. Thus, at Pogo we are celebrating Valen-Twins day special, wherein we are airing two delightful and charming movies featuring the twins."

Nick has lined up a two-hour special love marathon on February 14, Smackaroony Toonies. It will feature, Hey Arnold: "Arnold's Valentine", All Grown Up: "It's Cupid Stupid", The Adventures of Jimmy Neutron: "Love Potion 9.368" and The Fairly Odd Parents: "Love Struck Act 1 and 2".

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