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This promotional licensing deal called the BPCL - Cartoon Network
Lucky Litres Promo which started on 15 December will last till mid-February
and is valid only at 'Pure For Sure' BPCL outlets in Delhi, Mumbai,
Bangalore, Chennai, Kolkata and Hyderabad.
The idea of this unique tie up came up when BPCL realised that
their promos focussed on all family members except kids who, nowadays,
are major decision makers in a family. In their quest to target
kids, BPCL approached Cartoon Network and the rest they say is history.
Anyone who fills fuel worth Rs 500 or more from authorised BPCL
outlets, would get a scratch card that would entitle them to get
a gift from Cartoon Network. The gifts include exclusive range of
Cartoon Network goodies such as Dexter and Johnny Bravo watches,
Powerpuff Girls dolls, pencil boxes, stickers and trading cards.
Also a grand prize waiting to be won is that six lucky families
(of four) will get a chance to visit the Cartoon Network beach in
Gold Coast, Australia.
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Jiggy George
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When asked about this tie up, Cartoon Network Enterprise director
for India and South Asia Jiggy George said, "You are no where
if you are not everywhere. Our brands are a cult and when BPCL approached
us for this tie up we were all for it."
"This is the first time that BPCL ads will be on our channel
and we've also created a micro site for BPCL on our website. So
it is quite an integrated package," George added.
Cartoon Network has earlier been involved in promo licensing deals
with Bournvita, Kissan Jam, Quality Walls ice-cream and many more.
"What made our deal with Quality Walls popular was that 12
kids were given a chance to star with their favourite cartoon character
Scooby Doo and it worked very well for us. There was a 60 per cent
increase in the brand’s sales at that time with a redemption rate
of 19.15 per cent. In the case of Bournvita there was an overall
increase of 17 per cent in the shares of the brand. With Surf, our
deal was that with one kilo of Surf one would get Tom and Jerry
mugs free. We had a distinct kids connect with all our deals,"
said George.
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Powerpuff Girls' cut-outs
& streamers at a BPCL outlet
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Elaborating further he said, "At the end of the day we have
to make our ad dollars. We believe in a 360-degree association with
all our clients but at the same time we have very strict guidelines.
Our clients are allowed to use our products but all the approvals
are done by us. The influence kids have on families is great and
they are getting more and more brand conscious. Our research is
very discerning and it is the mission of Cartoon Network Enterprises
to make our properties and brand names available across platforms
such that they weave into the social and cultural fabric of our
young viewers."
BPCL general manager S Ramesh said, "Till date, all promotions
organised by BPCL have been targeted at the vehicle owner. We want
to experiment organising a promotion that is targeted at children,
who are fast emerging as important decision makers and have the
capability to influence the purchasing behaviour of their parents.
This industry has not organised any promotion of a similar nature
and we wanted to be the first to do this innovative campaign along
with Cartoon Network."
Not irked by the impending arrival of the Disney channel in India,
George said, "We have a distinct advantage over anybody. Our
brands are a cult. If there was a poll on the top 10 cartoon characters,
I can be confident that eight out of the 10 characters will be ours."
With 16 brand tie ups this year alone, Cartoon Network Enterprise
has hit the nail on the head and is raring to go places.
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