Top Story

e4m_logo.png

Home >> Media - TV >> Article

Cartoon Network to run promo on ‘lost at mela/separated at birth’ theme

04-July-2002
Font Size   16
Share
Cartoon Network to run promo on ‘lost at mela/separated at birth’ theme

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.

Tags

Aparna Bhosle, Business Cluster Head - Premium & FTA GEC channels - ‎ZEEL, on its new property, sponsors, investment on acquisition and response to BBC First

In an interview with exchange4media, Ferzad Palia says that most successful brands are not those who spend the most money

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Southeast Asian market

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

Though business has picked up, the private FM industry expects festive ad spends to be subdued compared to 2016