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'Disney Princess' hunt crowns a winner
 
Indiantelevision.com Team
(19 March 2007 3:00 pm)
 

MUMBAI: The Walt Disney Company in India has crowned six year old Kashish Gorawara from Mumbai as the winner of the countrywide 'Disney Princess' talent hunt.

Dia Mirza crowns Kashish whose favourite princess is Snow White

As part of an on-ground initiative to promote the Disney Princess category which spans across categories with merchandise including toys, clothing, footwear, games, home videos, home products, paints, stationery, television, theatrical content, and mobile downloads. The company states that the franchise is on track to become the largest girls franchise in India with a 300 per cent growth over the last three years.

"In total, every year girls have access to 2 billion hours of immersion into the Disney Princess experience. The brand continues to be the fastest growing, nearly universally recognized brand Disney has ever created," according to Disney.

The search was conducted in Mumbai, Delhi, Bangalore, Chennai and Hyderabad garnering a response that culminated in short list of 1000 participants. The initiative kicked off in December 2006 where girls purchased Disney Princess merchandise and to enroll for the audition. Participants were further shortlisted on the basis of their creativity, self expression and confidence. The final winner was chosen through an audience poll across India.

Walt Disney Television International (India) executive director - production and programming Nachiket Pantvaidya said, "The overwhelming response received for the Disney Princess search reiterates Disney's strong emotional connect with our audience and exemplifies the company's focus on content, creativity and innovation and demonstrates our ability to provide a 360 degree entertainment experience for kids."

All the licensees came together to implement this promotion. The list of licensees for Disney Princess in India include United Toys, Me n Moms, Prasima Marketing, Mahindra Intertrade, Bodycare, Nerolac, Sterling Metaplast, Ramlax Exports, Kores India Ltd., H.M. International, Envogue Furnishings and many others.

 
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