In an Asia Pacific deal announced earlier this year, Cartoon Network acquired the mega-hit animated comedy series ‘Oggy and the Cockroaches’. Cartoon Network is partnering with Xilam, a French animation studio, to co-produce Oggy and the Cockroaches’ fourth season.
Viacom18's Nickelodeon was streaming the series in India since 2009.
Commenting on the recent acquisition, Monica Tata, General Manager, Entertainment Networks, South Asia, Turner International India said, “‘Oggy and the Cockroaches’ is an important acquisition for Cartoon Network across the Asia Pacific region. The show is an international success and our aim is to increase awareness and build recall about the fact that the show will now be airing on Cartoon Network. By acquiring the show, we hope to see Cartoon Network lead the kids’ genre once again.”
The marketing strategy for the show involves a multi-platform approach including on-air, online and on-ground.
The on-ground promotion is the key highlight of the marketing mix which will comprise on-ground school contact programme to be undertaken across eight cities, namely, Mumbai, Delhi, Bangalore, Hyderabad, Kolkata, Chandigarh, Coimbatore and Madhurai in India.
“By tapping almost 550 schools, we are engaging over five lakh kids through games, activities, merchandise based on Oggy and the Cockroaches. It is a mammoth initiative that is sure to help the show and Cartoon Network reach new levels of success,” elaborated Tata.
The on-air promotions would include the show being promoted across all channels. A contest is also being held called ‘Oggy di New House Party’ wherein kids have to tune in to the show from July 23 to August 31, every Monday to Friday and send answers through SMS.
On the digital front, the entire Cartoon Network website has been given a new look to reflect the Oggy and the Cockroaches theme. There is also a focused content plan for Facebook to create buzz for the show. Several games have also been created based on the show.
Commenting on the viewership trends for the show, Tata said, “‘Oggy and the Cockroaches’ has seen phenomenal success in the past. This is why, when it was available in the market for acquisition, we jumped on the opportunity to add this internationally popular show to our formidable line-up of successful shows. We expect the show to deliver very high ratings, earning 120 plus yield.”
Through this show, the channel is looking at increasing the portfolio of both, international and local shows that entertain and captivate kids and would fit the channel’s brand ideology as well.