The key highlight of the marketing mix is the on-ground school contact program called ‘Oggy Di New House Party!' which will engage five lakh students across eight cities - Mumbai, Delhi, Bangalore, Kolkata, Hyderabad, Chandigarh, Coimbatore and Madurai - with fun-filled games based on the newly acquired show. Fountainhead Events is helping Turner International to execute the campaign, which started on July 16 and will end on Aug. The marketing strategy involves a multiplatform approach including on-air, on-ground and online. The show, aimed at kids between 4-14 years, is an important acquisition for Cartoon Network across the Asia Pacific region. After an international success, the channel aims to increase awareness and build recall now that the show will be airing on Cartoon Network. First produced in 1999, the Oggy and the Cockroaches series on Cartoon Network is becoming an important franchise in India.
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