Powerpuff Girls, Johnny Bravo and Dexter to endorse Bharat Petroleum

"We work with our clients as partners and provide them with creative solutions," Ian Diamond, senior vice-president and general manager, Turner Entertainment Networks Asia, told agencyfaqs! during a recent interview. This approach has helped the channel line up a whole host of non-traditional advertisers on screen alongside marketers of kids' products. Proof that this is not just a slogan but part of its long-term marketing strategy with a special division - Cartoon Network Enterprises (CNE) - dedicated to ensuring that the channel's relationship with its advertisers is "not merely transactional" in nature.

A division of Cartoon Network, CNE is a specifically responsible for consumer products licensing and merchandising, interactive games, publishing, music etc. In a recent move, CNE has entered into a two-month promotional licence with Bharat Petroleum Corporation Limited (BPCL) to promote its Pure for Sure outlets across six cities. The Cartoon Network Lucky Litres offer will run in Delhi, Mumbai, Bangalore, Chennai, Kolkata and Hyderabad.

To participate in this draw consumers need to buy fuel worth Rs 500 and be assured of a prize. Prizes include a range of Cartoon Network goodies such as Dexter and Johnny Bravo watches, Powerpuff Girls' dolls, Johnny Bravo and Powerpuff Girls' pencil boxes, stationary cases and stickers. This offer would continue till mid-February 2004. Six lucky families stand the chance to win an all-expenses paid trip to the Cartoon Network beach in Gold Coast, Australia.

S Ramesh, general manager, BPCL, explains how the synergy with Cartoon Network works in the company's favour. "Till date, all promotions organised by BPCL have been targeted at the vehicle owner. As an experiment we have organised a promotion that is targeted at children, who are fast emerging as important decision makers and have the capability to influence the purchasing behaviour of their parents. The industry has not organised a promotion of a similar nature and we wanted to be the first to do this innovative campaign along with Cartoon Network."

BPCL is a good example of how unconventional categories such as petroleum have come to recognise kids as an important contact point in marketing. "I am delighted because this is the first time a petroleum company has seen value in signing up Cartoon Network celebrities such as Powerpuff Girls', Johnny Bravo and Dexter as its brand ambassadors," says Jiggy George, director, CNE, India and South Asia.

Cartoon Network executives have reason to be upbeat. It is through such promotions that Cartoon Network characters - otherwise confined to television sets - can hope to become perfect brand ambassadors for the channel and "be part of children's lives". Says George "The mission of Cartoon Network is to make our properties and brand names available across platforms such that they weave into the social and cultural fabric of our young viewers." © 2003 agencyfaqs!