Kwality Wall's and Cartoon Network unveil summer bonanza for kids

Company press release, March 20, 2003

Mumbai

Kwality Wall's, the leading ice cream manufacturer in the world, has announced the relaunch of its entire kids portfolio with a groundbreaking summer promotion in association with Cartoon Network - 'Bano Toonstar with Scooby-Doo and Max'. This year's promotion, while focussed exclusively on kids, will match the scale of the hugely successful 'Ek Din Ka Raja' last year, that apart from creating tremendous brand salience, also bagged several prestigious international awards like the 'The Best Promotion Campaign in India - 2002' at the Promotion Marketing Awards of Asia (PMAA) in Singapore.

Speaking of the relaunch, Executive Director, Ice Cream, Hindustan Lever Limited, Mr. JH Mehta says, "Kwality Wall's Max has emerged as one of the most popular kids brands in the country. This year we hope to strengthen that position with exciting new products for kids that combine the technical know-how and exacting health and hygiene standards of Unilever with Kwality Wall's deep understanding of the Indian market. However, the biggest initiative for this year will be the mega promotion, 'Bano Toonstar with Scooby-Doo and Max', for which we have partnered with Cartoon Network to present a once in a lifetime opportunity to kids".

The promotion is based on an exciting and novel concept that for the first time ever will create 'Toonstars' on television.12 kids from across the country will actually get to act in specially produced mini animation films with the hugely popular Scooby-Doo, one of the most favourite cartoon characters among Indian kids. This is a unique partnership for Cartoon Network, as this is the first time that a promotional licensing partner is offering Indian kids an opportunity to star along with Scooby-Doo in their very own animation short.

Commenting on the synergies of this association, Soumitra Saha, Vice President, Regional Entertainment Advertising Sales, Turner Entertainment Networks Asia says, "Cartoon Network is delighted to be associated with Kwality Walls in the biggest and the most unique licensed promotion yet. 'Bano Toon Star with Scooby-Doo and Max' gives fans a rare chance to become a toon star as they enjoy the newest flavours of Kwality Walls Max. This innovative initiative heralds an exciting new phase for Cartoon Networks promotional licensing business in India and is a big leap towards achieving the Networks mission to provide consumers multiple access points to the brand and properties."

The promotion will run through summer from March 20th 2003 to May 31st, 2003. To participate, and win an assured prize, kids need to just collect 3 Max wrappers that have the special 'Bano Toonstar' logo, rush them to the 'Max Jungle' (the nearest redemption centre), and collect their special Max scratch card. The Max number on the card will entitle them to a range of prizes from comics, Max jungle trail board games, cameras, tents and of course, the mega prize of all, an opportunity to become a Toonstar! A total of 12 Toonstars will star in 6 mini animation series that will be produced by Cartoon Network in June - July and aired in August - September. Kids can choose from the new products in the Max range - Super Twister, Twister, Mango Tango, and Rainbow or the existing Orange, Choberry, and 123 flavours to collect their wrappers. With an assured prize on every 3 wrappers collected, Kwality Wall's has also set up Call Centres in each of the major cities to answer any queries on the promotion.

As part of the relaunch, Kwality Wall's Max is introducing a reinvented Max Lion and a bouquet of four international new products The Max Lion, will now have a completely new identity as Max, the Lion King. The grown up Max lion a favourite playmate of kids the world over brings with him thrilling stories of adventure, loads of fun, games and prizes. New products on offer will be the Super Twister, the Twister, Mango Tango and the delightful Rainbow. The Rainbow, a riot of Raspberry, Mango and Black Currant flavours has been recently launched in a few markets and has already become a favourite among kids.

The Max story is being introduced through a communication mix of television, print, radio, on ground, and instore promotions. To convey the entire Max experience, the company has worked closely with some of the best animators in the world to create a series of animated adventure stories that tell kids about the new Max lion and the exciting new products that he is bringing to them.

This year, kids across the country can look forward to their best summer ever with lots of fun, mouthwatering ice cream to choose from, the coolest prizes waiting to be won and the once in a lifetime opportunity to become a real life 'Toonstar!'

KWALITY WALL'S

Kwality Wall's, a brand of Hindustan Lever Ltd., currently commands a market share of more than 50% of the organised Indian ice - cream sector. Kwality wall's has combined the state- of - the - art technical know- how of Unilever - the global leader in ice cream products- with a deep insight of the Indian market, to deliver a range of superior quality products under its international brands. It has recently revamped its complete brand portfolio and brand proposition in line with HLL's brand focus exercise. The essence is captured in the new baseline ' Ho jaaye Dil ka Connection…' a proposition which captures the fun of bonding between families and friends

CARTOON NETWORK

Cartoon Network Off-Channel Commerce Group develops the licensing and merchandising, publishing, theme park, special events, retail and e-commerce businesses for Cartoon Network. This includes all off-channel-marketing strategies for the Cartoon Network brand including the Cartoon Network originals or Cartoon Cartoons, to popularise and leverage their appeal beyond television.

Launched in the Asia Pacific in 1994, Turner Broadcasting System, Inc.'s (TBS) Cartoon Network offers the best in animated entertainment. Drawing from the world's largest cartoon library of Warner Bros., MGM and Hanna-Barbera titles, the Network also showcases original series including Courage the Cowardly Dog, Dexter's Laboratory, Ed, Edd n Eddy, I Am Weasel, Johnny Bravo, Mike Lu & Og, Sheep in the Big City, Time Squad, Grim and Evil, Samurai Jack and The Powerpuff Girls under the Cartoon Cartoons banner. Cartoon Network has emerged as one of the most popular entertainment channels among kids and is currently seen in over 26 million cable homes in the region.

TBS Inc., an AOL Time Warner company, is a major producer of news and entertainment product around the world and the leading provider of programming for the basic cable industry.

For further information:

Lorraine Mendes

IPAN

0222 2841849

lorraine@ipan.com

Shana Parihar

Turner International India

01151699104/9811199811

shana.parihar@turner.com