MUMBAI: The festive season is just around the corner and kids' channels are bringing on all kind of entertainment packages to lure kids.
While Cartoon Network has lined up a movie fare comprising Ramayana, Vikram Betal, Harry Potter and the Sorcerer’s Stone and Harry Potter and the Chamber of Secrets from 24 – 31 October; Disney, which boasts of a huge movies library, has lined up one such initiative in the 'Sabse Bada Film Festival'.
The channel will be airing two platinum feature animation titles a day from 3 - 7 pm from 24 - 28 October.
The movies that will be shown as part of the Sabse Bada Film Festival are: Jungle Book, Aladdin and the King of Thieves, Tarzan, Pocahontas, Atlantis, Return of Jaffar, Lilo and Stitch, Mulan, Lion King II and Lion King III.
The channel has given the Sabse Bada Film Festival a huge marketing push in all medium - television, outdoor, print, internet coupled with some interesting in-office promotions with trade and media houses.
A five-feet tall popcorn box was sent to as many as 150 offices in Mumbai, Delhi and Bangalore. Walt Disney Television International (India) director marketing and communications Tushar Shah said, "We thought of this innovation wherein we sent out the huge popcorn box to clients', agencies and media houses. Popcorn's connection with movies is seamless and what better way than this to bring about a perfect fit."
As far as the creatives for the campaign is concerned, Shah informed that the biggest challenge was to transform the largeness of the offer in terms of the creative. The ad campaign selectively uses the magnetism of Mowgli (from Jungle Book), the swiftness of Tarzan and the charisma of Kovu (Simba’s daughter in Lion King 2) to build the magic and mood of the festival.
"To showcase platinum titles in a simple but effective communication is always a challenge. The characters are larger than life in the campaign and that creates a 'wow' factor. The maximum reach is achieved by buzz marketing and that's what we focussed on. The campaign has been designed as the start-point for the goose-bumps to follow on-air."
Disney Channel has been cross-promoting the Sabse Bada Film Festivals on channels like Star Plus (during KBC 2), Star One (during Nach Baliye and The Great Indian Laughter Champions), Star Gold and also on local cable channels.
