Cartoon Network, has zeroed in on Hindi film plots to ring in its cash boxes. The channel is planning to run a promotion based on ‘lost at mela/separated at birth’ theme shortly as a part of its ‘Rakshabandhan’ celebrations in August. As a build-up, it would run a contest asking its young viewers to guess which Toon siblings would be involved in the promotion.
This is a part of the channel’s localisation strategy where it tries to get involved with local/regional themes and culture. According to channel sources, Hindi film themes are familiar, identifiable and easily touch a chord with the channel’s viewers. And that obviously brings in advertisers rushing to interact with its target audience.
The channel had earlier run a promotion called ‘Save Dexter’s Brain’, where Dexter, a brainy Cartoon character, loses his memory.
In another event, children had to help find the lost ‘Scooby-Do’. The popular Toon character was finally found with cricketer Rahul Dravid. Here, the association is not only with the ‘lost and found’ theme of Hindi movies, but also cricket—the most popular team game in the country.
The channel celebrates most Indian festivals both online and offline. It perhaps feels that localisation and direct interface with its young audience is one way of holding on to its viewers in the wake of a number of children’s channels entering the country.