Disney uses ‘confusion’ to launch first Indian production

Walt Disney India has announced the launch of its first major Indian production, ‘Vicky Aur Vetaal’. This is the channel’s first original live action series in Hindi

The Disney Channel has announced its first original Indian production, ‘Vicky Aur Vetaal’, a live action series. The show will air every Sunday at 10.30am. ‘Vicky aur Vetaal’ has been produced by Cinevistaas. The show is targeted at kids in the age group of 6-12 years.

‘Vicky Aur Vetaal’ relates the adventures of Vicky and Vetaal after Vetaal, who used to possess magical powers, loses them. The Disney Channel plans to offer 40 per cent locally produced content on the channel, which will translate to about 130 hours of local entertainment. To achieve this, the channel will roll out four-five more shows by next October.

When asked if the India productions will be aired abroad, Nachiket Pantvaidya, executive director, programming and production, Walt Disney Television International (India), says that as of now, there were no such plans, but it might happen in the future.

“The concept of the show is contemporary and relevant to today’s generation. And we hope to engage kids by featuring routine issues that kids face in a fun-filled way,” says Pantvaidya.

The marketing and promotion for the new show has been noteworthy. The campaign revolves around ‘Gadbad Ghotala’ (Much Confusion), which is the show’s punch line. The marketing approach reflects just that. “We’ve incorporated unusual and unexpected things in our media mix,” says Tushar Shah, director, marketing and communication, Walt Disney Television International (India).

The channel has spread out a multimedia campaign across 22 cities in the country, which includes both above-the-line and below-the-line activities. The media mix includes television, radio, print, Internet and out-of-home initiatives.

The show’s concept of ‘Gadbad Ghotala’ has been adopted at McDonald’s outlets in select cities across India in the form of tray mats and standees. At malls in key metros, staircases have been branded with the concept using optical illusion techniques.

‘Confusion’ was also sent in the form of direct mailers and kits to the media, which spoke of name change certificates and marriage proposals and left everybody curious. What those teaser mailers meant and why were unveiled much later.

© 2006 agencyfaqs!

Have news to share? Write to us