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Max promises thrill with Jaadoo this summer

29-April-2004
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Max promises thrill with Jaadoo this summer

Exciting adventure is awaiting kids this summer. Ice cream major Kwality Wall’s Max has come up with an all-new campaign reintroducing Jaadoo – the extraterrestrial Bollywood star of blockbuster ‘Koi Mil Gaya’.

‘Max on Mission Jaadoo’ – a multi-episode animation series is already on air on Cartoon Network. And, to offer its premium consumer category a chance to play with Max – the playful lion king and Jaadoo, the group has launched a nationwide contest for children. Max has also launched three new flavours of ice creams as part of the ongoing campaign.

To promote its multi-crore advertising campaign, the company has chalked out extensive media planning. “We’ll show the advertisements on all major television channels, we have booked spots on every children’s programme on different channels and of course, all the kids’ channels,” says Milind Pant, Marketing Manager, HLL Ice Cream Division, who was in Delhi on April 28 to launch the three new delicacies. Presently Max owns 31.7% share of the estimated Rs 1,000-crore Indian ice cream market, where, as per Pant, organised sector has a claim of Rs 650 crore.

Refusing to divulge the exact media and advertising budget, he said it was more than a few crore. Brainchild of McCann Erickson, ‘Max on Mission Jaadoo’ has signed a one-year agreement with actor-turned-director Rakesh Roshan – the brain behind Jaadoo.

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