ITC Foods rides on Cartoon Network’s Beyblade popularity

Cartoon Network Enterprises (CNE) has entered into a deal with ITC Foods to promote the Sunfeast Cream Biscuit and Sunfeast Pasta Treat brands through Cartoon Network’s popular character, Beyblade. As part of the promotion, ITC Foods’ brand ambassador, Shah Rukh Khan, will star in a new TVC that will go on air on February 17.

Jiggy George, director, Cartoon Network Enterprises, India and South Asia, says, “We have pioneered the concept of promotional licensing in the country, where our iconic characters have promoted and built brands across categories. The Beyblade promo marks CNE’s foray into third-party promotional licensing.”

He adds, “This offers brands the unique opportunity to enhance appeal with a touch of excitement and fun.”

Ravi Naware, CEO, ITC Foods, says, “Sunfeast is a brand that is synonymous with fun and warmth for the child. Following our tradition of having been innovators in the biscuit market, this is another effort to add a touch of excitement to a child’s life.”

He adds, “Our in-pack toy promo, a first-of-its-kind in the country, is a case in point. Beyblade is

the latest craze among children. Sunfeast draws on the synergies arising from the association by bringing to the child a host of toys centred around the Beyblade theme.”

Based on the concept of ‘Buy and Get Free’, the Beyblade promotion offers an extensive range of in-pack Beyblade give-aways with the purchase of Sunfeast Cream Biscuits and Sunfeast Pasta Treats, including 15 kinds of exciting toys inside each pack, ranging from flying discs, whistles, stampers, key chains and pencil toppers to stencils, friendship bands, rings and sharpeners.

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