Animation major Walt Disney India has entrusted Contract Advertising with its Rs 20-crore creative responsibility, while Maxus has bagged the media mandate (both planning and buying). Disney corporate communications cell has confirmed the development to exchange4media.
Maxus won the media AOR in a multi-agency pitch involving the likes of Madison and Mediacom. There were two rounds of pitches for the media kitty (the first was a credentials round while the second included in-depth case studies taken on by the agencies themselves). Contract, on the other hand, won the battle beating Euro RSCG, Lowe and others.
As is known, Walt Disney India has plans to launch three kids and entertainment channels besides a series of theme parks in the country. The three channels, expected to be launched by mid-2005, are: The Disney Channel, Playhouse (for pre-schoolers) and a localised version of ABC. Spearheading the projects for Disney is Managing Director Rajat Jain whose task is to meet Disney’s growth target in India and to deal with the opposition camp that includes Cartoon Network and Nickelodeon. The channel hasn’t yet decided on the line of communication, it plans to take up but since it is a launch pad for a country that’s already into children’s entertainment in a big way, it would have to be a clutter-breaking effort.
For Disney, the competition is ripe from the Cartoon Network front. From Number 7 position three years ago, Cartoon Network has risen to Number 3 last year and then to Number 2 this year, in the channel share ranking among the 4 to 14-year band of cable and satellite homes. So, even as Cartoon Network likes to be referred to as a channel for all, its popularity is quite clear in the 4 to 14-year band, a fact that perhaps Disney would like to address in the near future.