Britannia is the key sponsor for the tie-up, followed by snack brand Peppy
Kids’ channel Toon Disney is trying its best to connect with Indian kids. The channel has launched what it is claiming to be ‘the biggest ever contest for kids’. This contest, called ‘Jetix Power Your Rangers’, has the Power Rangers seeking help from the kids.
“It is all about empowering kids,” says Tushar Shah, director, marketing and communication, Walt Disney Television International (India).
Adding to that, Nachiket Pantvaidya, director, programming and production, Walt Disney Television International (India), says, “The Power Rangers are hugely popular with children. Kids across India relate to this genre of action and adventure, in the same manner that they do in 140 countries around the world. With this contest, we are targeting kids aged between four and 14.”
In the contest, Mesagog, the villain in the show, has hidden the Dinogems, the source of power for the Rangers, in his Fortress of Evil. He has destroyed the map, which is where the viewers come in. With every pack of Britannia Treat purchased, viewers will get one part of the map of the Fortress of Evil. They have to collect four such pieces and complete the map in order to identify and locate the Dinogems.
The Fortress of Evil was opened on January 23 and airs every day on Toon Disney in the show, ‘Power Rangers Dino Thunder’, from 4:30 pm to 5 pm, revealing the location of one Dinogem. Six Dinogems have to be located; the sixth Dinogem will be revealed on February 12 in a Power Rangers Marathon. Kids have to identify the locations and send their entries through SMS, snail mail, phone calls or e-mail. Further information on this can be obtained on www.toondisneyindia.com.
Five lucky winners and their families will win a trip to New Zealand. Another 55 kids will win Play Station II consoles and the Power Rangers game. There are also 10,000 Quick Gun prizes (Power Your Ranger Bravery Medals) for the fastest correct entries.
To market the contest, Toon Disney has tied up with Britannia and Peppy Snacks. As per the deal, one crore Britannia Treat packs and one crore Peppy packs will contain details of the contest, i.e. its day, date and time of telecast on Toon Disney.
In addition, the channel is pushing for retail promotions across five lakh outlets in India. Contest inspired mobile game downloads will also be made available to 1.5 crore Reliance India Mobile subscribers, as the service provider has a GPRS facility on all its handsets.
There will also be a six-city, school contact programme, spanning 500 schools, in an effort to reach around five lakh children and inform them about the contest. A Mobile Van activity has also been launched in parts of Maharashtra.
The contest is being supported with a mass media campaign, which makes use of outdoor, press, Internet, direct marketing and TVCs titled ‘Carrot’ and ‘Chicken’, running on the Disney Network as well as other channels. These include STAR Plus, the Indo-Pak Test series on Ten Sports and local cable channels.
“The idea is to capture even those kids that do not watch kids’ channels. Around 85 per cent children also watch GECs, which is the group we need to tap,” explains Shah.
For the record, Jetix is the action and adventure zone on Toon Disney, which showcases the Power Rangers series.
© 2006 agencyfaqs!