The Walt Disney Company in India has recently launched a country-wide promotion titled ‘Disney’s Little Princess’, an elaborate, across-the-line event around Disney Princess franchise in Mumbai.
The search for Disney’s Little Princess is powered by lines of businesses of The Walt Disney Company India like the consumer products, Disney channel, the Internet group and home entertainment divisions. Actress Dia Mirza is the face of this nationwide campaign.
“Disney Princess’ success is an example of the company’s focus on content, creativity and innovation, and demonstrates our ability to provide a 360-degree entertainment experience for kids. We have a strong heritage in great story telling and have cemented a rock-solid emotional connection with our consumers through our popular Disney characters and stories,” said Rajat Jain, Managing Director, the Walt Disney Company (India).
Besides Mumbai, auditions have been held in malls around Delhi, Bangalore, Chennai and Hyderabad. The event in each of these cities is being recorded and aired in special interstitials on the Disney channel.
Girls across India can take part in this festive event by purchasing any Disney Princess product worth Rs 100 or more and win an entry to audition for the ‘Disney’s Little Princess’ contest. The franchise also extended itself to an on-ground experiential initiative last year, Disney channel’s ‘My Little Princess Hunt 2005’.
Mirza said, “As a kid I grew up with the Disney Princesses. They inspire confidence in girls to follow your dreams and intelligence to deal with any life situation. They teach values that are close to every Indian parent’s heart. It has been truly fulfilling experience for me to be a part of this campaign. I wish all the participants the very best.”
The Disney Princess franchise has added to the company’s entertainment offerings in the segment of girls aged 4-14 years. The franchise has become the largest girls franchise in 2006 with 40 per cent growth in 2005 and 300 per cent growth over the last three years.
Disney Princess licensees in India include United Toys, Me n Moms, Prasima Marketing, Mahindra Intertrade, Bodycare, Nerolac, Sterling Metaplast, Ramlax Exports, Kores India Ltd., HM International, Envogue Furnishings and many others. All licensees have come together for this special promotion.
Vikram Nair, AVP (Baby Shop), Lifestyle International, the Disney Princess licensees for apparel, said, “Our most recent launch, a limited edition ‘Princess Range’ available at Lifestyle, boasts of five character dolls and theme-based apparel, which kids can look forward to. Disney Princess had created a great deal of excitement at Lifestyle last year and we look forward to replicating its success this year.”
Rajiv Uppal, Head, Levi’s & Disney, Sierra Industrial Enterprises, the licensees for Disney shoes in India, said, “‘Let’s be Princesses’ is the bug catching all young girls and to honour these beautiful dreamers, Disney footwear now introduces the Princess collection, which will have their most loved characters on their shoes as well .”
Furthermore, Disney Princess is also known in the television space via the general entertainment network in India with a branded block ‘Disney Princess hour’. Viewers can also experience the magical world of Disney Princesses through Disney Movie Magic, every weekend in select Adlabs locations in cities across India through classic titles like ‘Snow White’, ‘Beauty & the Beast’, ‘Aladdin and the Prince of Thieves’, etc.
In total, girls have access to two billion hours of immersion into the Disney Princess experience. The brand continues to be the fastest growing, nearly universally recognised brand Disney has ever created.