Disney XD has introduced a three dimensional remote controlled model of its lead character, Kick Buttowski - Suburban Daredevil, as part of its consumer outreach programme in select markets across the country.
A team of graduates from National Institute of Design (NID) and robotics students from Indian Institute of Technology (IIT) Powai have created this model under the supervision of Disney’s creative team. The life size model of Kick Buttowski on a skateboard will make appearances at malls across 10 cities over the next few weeks.
Commenting on the initiative, Bikram Duggal, Director - Marketing, Walt Disney Television International India, said, “Interactive experiences that connect with kids and families at multiple-levels have always been the centerpiece of our marketing activities. This innovation complements our recently launched language feeds in Marathi and Bengali, which is a first for a kid’s channel.”
He further said, “Our consumer campaign with the moving Kick Buttowski and popular action superhero Spiderman on the back of a strong content push is already showing an upswing in the reach and GRPs of Disney XD in Hindi Speaking Markets (HSM).”
The NID and IIT graduates were tasked to bring alive Kick Buttowski in the form of a life-sized action figure, keeping in mind his persona and physical traits, and add some fun and surprise element for kids and their families. This element of surprise gave birth to the idea of making him move around in the mall atrium and follow kids. This was made possible through the inputs of robotics students from IIT Powai, who worked to attach a special motor with a remote control, allowing Kick Buttowski to tail kids around him on his skateboard.