Disney Channel has launched a campaign ‘Lose Control’ to support its summer programming. Disney has planned this block in the 4-8 pm time band. Beginning April 16, the campaign will also include a contest, which will go on air daily on the channel. The creative of the campaign has been handled by Contract.
Nachiket Pantvaidya, Executive Director, Programming and Production, Walt Disney Television International (India), explained that to capture the summer mood, the channel has launched an integrated campaign, the properties of which would be seen both on-air and off-air. He said, “We have a series of below-the-line and above-the-line activities like school contact programmes across 12 cities, outdoor activities in 16 cities, road shows and cable activity across 20 cities, and all of these are focussing on ‘Lose Control’ — the contest and the shows.”
He added, “The main purpose of the campaign is to tell children to have fun on our channel. In the contest, the children have to identify which of the characters in Disney is losing control in the 4-8 pm time slot. Three lucky winners will get an opportunity to go to Disneyland, Hong Kong, along with a guardian and will have other exciting prizes. The contest will go on for eight weeks.”
On the content front, Pantvaidya pointed out that a new show will be soon coming on air but denied giving more details about it at the moment. He also divulged that the channel is ready with fresh episodes of ‘Vicky & Vetal’ in the summer slot.
‘Dhoom Machao Dhoom’, ‘Akkad Bakkad Bambey Bo’, ‘Recess’, ‘Art Attack’ and movie series of ‘Hanuman’ are the other properties in the summer block.