Cartoon Network, Perfetti join hands for first in-animation brand integration

Taking the concept of product integration forward, Cartoon Network has co-produced an animated film with Animasia, titled ‘Balla Bowl’, wherein Centre Fruit, a product from Perfetti Van Melle, has been integrated into the film’s storyline.

e4m by Khushboo Tanna
Updated: Aug 12, 2010 8:27 AM
Cartoon Network, Perfetti join hands for first in-animation brand integration

Cartoon Network has partnered with Perfetti Van Melle for a new initiative. In what the channel terms as a first, it has integrated Perfetti’s brand Center Fruit into an animated feature movie called ‘Balla Bowl’.

The 90-minute movie is a cricket-themed movie and will be telecast on Sunday, August 29, 2010 at 12 noon. While the first telecast will be ad free, the repeat telecasts will have ads.

‘Balla Bowl’ has been co-produced by Turner International and Animasia, which has done the animation for the movie. The movie will be aired in Hindi, English, Tamil and Telugu languages.

Speaking on this initiative, Rohit Sarma, Executive Director, Network Ad Sales, Turner International India, said, “This association has come out of the three things that the network believes are its strong points – the first aspect is that they have had the advantage of innovation and have led the platform to create innovative solutions on Cartoon Network and Pogo. The second pillar is that they believe that they are experts in the primary research they do in understanding kids, the results show in channel shares; and the third thing is their mix of international content and ‘Desi Toons’. This project is in the area of ‘Desi Toons’.

“The association with Perfetti has actually enabled on all three counts in getting it all together to make it work for the client and us,” he added.

This is not the first time that the channel has worked with Perfetti for an innovative project. In the past, Perfetti had used the ‘Tom and Jerry’ characters for an ad for its candy brand Alpenliebe.

Talking about the integration of the product in the movie, Sarma said, “There is brand integration in live action, which is non-animation such as game shows and is relatively easier to do. Getting product integration into an animation film is a huge leap.”

As far as the movie is concerned, there are no multiple product integrations and only Centre Fruit has been integrated in this movie. As of now, Cartoon Network has not chalked out any concrete plans to showcase the movie on Turner’s other channels in India such as Pogo or go retail with a DVD.

The promotion of this movie will commence soon, with the focus being on TV promos.

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