Power-packed activations

By Jhumur Nandi , afaqs!, New Delhi | In OOH News | May 25, 2012
As a part of the 360 degree marketing campaign, the channel will organise van activations across 15 cities in Uttar Pradesh and mall activations in Delhi and Mumbai, to bring the show close to the TG, especially kids.

Nickelodeon and Sonic, the kid's entertainment channels from the Viacom18 stable, will bring the red, blue and green Power Ranger heroes to India to meet their fans in person.

Power Rangers

To promote the latest season of 'Power Rangers Samurai', high decibel on-ground initiatives will be launched, including van and mall activations. The van activation will start from June 1 across 15 cities in Uttar Pradesh, in which a van branded with Power Rangers Samurai creatives will ply the streets of various cities. Promoters on the van will organise contests and games to engage the audiences. The van will travel to cities such as Ghaziabad, Meerut, Hapur, Sambhal, Moradabad, Bareilly, Aligarh, Agra, Farrukhabad, Allahabad, Varanasi, Lucknow, Kanpur and Gorakhpur.

The mall activations, on the other hand, are scheduled for June 9 at Infinity Mall, Mumbai and June 16 and 17 at MGF Metropolitan Mall, Saket, New Delhi. The red, blue and green Power Rangers will be present at both the malls during the activations. The rangers will meet and engage the audience, especially kids, with various games and will also teach them some of their stunts. The kids will get Power Ranger goodies such as branded T-shirts and caps, and can also get themselves clicked with the Samurai heroes.

The channel has also initiated a contest for those who want to meet the heroes personally. The contest, which began on May 20, is supported by a 360 degree marketing campaign, 'The Power Ranger' Tour, which includes television, radio, on-ground activations and digital platforms.

Nina Elavia Jaipuria

Speaking on the initiative, Nina Elavia Jaipuria, executive vice-president and general manager, Sonic and Nickelodeon India, says, "We want to make this summer vacation memorable by getting the kids to meet their heroes in person. For this, we have started a contest in which the winners can meet and spend time with their favourite heroes. We are promoting the contest through a wholesome marketing campaign, wherein the on-ground activation helps to engage the audience more with the show."

Power Rangers Samurai will also have a dedicated microsite on nickindia.com, as well as on sonicgang.com for fans to enjoy exclusive Power Rangers games, Power Rangers downloadables and interactive contests with prizes to be won.

The campaign will kick off on June 1 and will continue for four weeks. However, the promos of the contest are being aired on television channels and on more than 100 screens at McDonald's outlets across North India. The contest winners will not only have a chance to meet their heroes but can also win other prizes like BlackBerry phones, iPads and PSPs.

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