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ITC's Candyman launches TV campaign with 'Shrek 3'
 
Indiantelevision.com Team
(2 June 2007 7:47 pm)
 

MUMBAI: Banking on the animated ogre's popularity with younger audiences, ITC Foods' 'Candyman' range of confectioneries targeted at kids, has associated themselves with Dreamworks Animation's latest offering Shrek 3.

In a bid to generate excitement in the kid's space with the film, Candyman has extended their 'Natkhat Mango' campaign to kids and their family by strategically entwining it with the film.

A co-branded television campaign which features a child displaying and enacting his playful 'natkhat' attributes along with the various fascinating characters from the movie, is being currently aired on Cartoon Network, Pogo, Disney and Nickelodeon.

ITC claims that these campaigns have been very well received by kids and is also being played in multiplexes during and post the release of the movie to directly impact sales. The entire exercise encompasses of a collective media spend of Rs 5 million and a multiplex and retail activation of Rs 5 million and Rs.1.5 million respectively.m.

ITC Foods Brand Manager Candyman Noor Ulamin Patel says, "Our association with Shrek is from a candyman perspective. This brand world of Candyman is all about advertising & fantasy and this association reflects just the right attributes that candyman is known for."

P9 Integrated, a 360 degree film marketing company, has conceptualized and executed the entire association by integrating both the brands. P9 has recently worked on Spiderman 3 as well.

P9 Integrated deputy general manager-branding entertainment Tejaswini Aparanji says, "Shrek 3 has always been a successful franchise in India and a huge hit with the kids, we are happy to be associated with an blockbuster like it in India and are confident that CandyMan, will be able to carve an interesting niche for itself after being associated with Shrek 3."
 
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