Disney to celebrate Mickey Mouse’s birthday in style

Disney Channel is celebrating Mickey Mouse’s birthday from November 18, 2011. The channel has lined up a slew of special programmes based on the world’s most famous mouse.

e4m by Suraj Ramnath
Updated: Nov 17, 2011 11:18 AM
Disney to celebrate Mickey Mouse’s birthday in style

Disney Channel is celebrating Mickey Mouse’s birthday from November 18, 2011. The channel has lined up a slew of special programmes based on the world’s most famous mouse.

Disney has also embarked on mall activities in Mumbai and Kolkata to involve kids in the celebrations. As part of these activities, held between 12 noon and 8 pm through the week, kids can participate in fun-filled art and craft activities, storytelling sessions, jam sessions and contests to celebrate Mickey’s birthday.

Commenting on the various activities planned, Srikanth Sarathy, Director - Marketing and Creative Services, Walt Disney Television International India, said, “The Mickey Mouse birthday celebrations at Infinity Mall, Malad in Mumbai and at Infinity Mall, Kolkata are part of our ongoing marketing efforts to engage with our consumers in a deeper and richer way. A friend to fans of all ages, it will be hard to find a family that hasn’t shared a magical moment with Mickey through the years, and it is our endeavour to foster this bond with kids and families in India by engaging with them on-ground. In addition, we have an extensive outdoor and print plan that highlights a special all day long programming line-up on Disney Channel celebrating Mickey’s birthday.”

The mall activation will be supported by an extensive outdoor and print campaign.

“Last year, we had celebrated Mickey’s birthday on the channel with special programming and on-air promotions. This year we wanted to make the celebrations bigger and hence, we decided to take it off-air as well,” Sarathy added.

Though he refused to divulge details on the spends on the campaign, Sarathy stressed that Walt Disney was “investing significantly in delivering this through an exciting content pipeline and extensive marketing efforts”.

He further said, “We are constantly working to deliver a mix of classic and contemporary Disney stories and characters to kids and their families. New launches, new episodes and special features are an on-going phenomenon in delighting our viewers day after day.”

Meanwhile, Mickey fans can join in the celebrations on Disney Channel from 11 am onwards on November 18, 2011, starting with a special movie ‘Mickey Mouse Club House Road Rally’ during the Disney Junior block. This will be followed by ‘Have a Laugh’, an all time favourite fun-filled show featuring Mickey Mouse and Friends. Classic Disney characters then unite for a colourful and witty comic adventure in the musical, full-length movie based on the timeless tale ‘The Three Musketeers’, starring Mickey, Donald and Goofy. In addition, the channel will premiere Mickey’s solo performance in a special song, created exclusively for his birthday.

 

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