Thread Rating:
  • 31 Vote(s) - 3.13 Average
  • 1
  • 2
  • 3
  • 4
  • 5
Cartoon Network's 'fruitful' innovation for Perfetti's Center Fruit
[Image: 27956_1.jpg] [Image: 27956_2.jpg]

Kids' channel, Cartoon Network has created a unique in-animation placement for Perfetti Van Melle's gum brand, Center Fruit. The brand has been integrated into the movie, Balla Bowl, co-produced by Cartoon Network and Animasia.

The animation film, which will be aired on the channel on August 29, centres on a bunch of kids who dream of making it big in cricket, and the problems they face in their endeavours.

The channel's research suggests that cartoons, as a format, are extremely popular among kids; and animation movies rate really well too. Hence, the channel has leveraged these two propositions.

Rohit Sarma, executive director, network ad sales, Turner International India says that this is a step up from advertiser-funded programmes, or merely packaging the brands around the show. "We wanted to first lay down the script and then approach advertisers who fit the script. We got Perfetti to buy into this idea at the scripting stage itself," he says.

Cartoon Network wants to increase the amount of Indian content on the channel by getting more 'desi' toons. Feature films and series are steps towards that.

Talking about the placement of the brand in Balla Bowl, Sarma says, "We have taken those parts in the script, where the viewer intuitively is looking for an advertisement. Places such as the cricket stadium -- boundary walls, cricket ground, branding the fours and sixes, the trophy. So, it's a seamless integration into the storyline, and not over-the-top and in your face."

Sameer Suneja, managing director, Perfetti Van Melle, says, "We are always looking at different ways of reaching out to our consumers. There's a perfect brand fit for Center Fruit in the movie. Center Fruit stands for mouth-watering taste, and that has been brought out in a compelling way."

The first airing of the feature film will have no commercial breaks. The channel will look at building in breaks during the repeat telecast. Although Sarma does not divulge the nature of the deal with Perfetti, he explains that the channel has worked something out, which is partly linked with the movie and partly to the larger campaign. The film will be promoted through the channel's internal network.

Cartoon Network has a strong line-up of 'desi' toons that it plans to launch in the year. Thus, several such partnerships could be underway

Thanks given by:

Possibly Related Threads…
Thread Author Replies Views Last Post
  General News: Cartoon Network to premiere home-grown comedy ‘Bandbudh Aur Budbak’ on 18 April nairrk 0 341 04-09-2020, 02:07 PM
Last Post: nairrk
  General News: ABP News Network launches weekend youth debate show nairrk 0 523 02-12-2019, 08:39 AM
Last Post: nairrk
  General News: Cartoon Network aims for better fan engagement through Watch & Play app nairrk 0 558 02-01-2019, 02:15 PM
Last Post: nairrk
  General News: News18 Network to launch ‘Bharat Ki Baat’ with Pallavi Joshi nairrk 0 497 01-05-2019, 10:32 AM
Last Post: nairrk
  General News: TV Today Network’s Aaj Tak HD to have fewer ad breaks nairrk 0 507 12-15-2018, 07:35 AM
Last Post: nairrk
  General News: Cartoon Network Africa launches Powerpuff Girls Awards to empower young girls nairrk 0 685 08-06-2018, 01:44 PM
Last Post: nairrk
  General News: Zee Café to launch parody series ‘Our Cartoon President’ on 4 July nairrk 0 814 07-02-2018, 07:00 PM
Last Post: nairrk
  General News: News18 Network, launches its new mega campaign 18=1 nairrk 0 587 06-18-2018, 10:42 AM
Last Post: nairrk
  General News: Cartoon Network introduces fourth ‘Powerpuff Girl’ in upcoming movie nairrk 0 741 09-19-2017, 08:50 AM
Last Post: nairrk
  Breaking News: India tour of Sri Lanka from the 26th of July- 6th of September on SONY Network anil yadav 0 809 07-17-2017, 06:08 PM
Last Post: anil yadav

Forum Jump:

Users browsing this thread: 1 Guest(s)