From
outdoor, internet, radio to trade magazines; no medium
has been left untapped. The campaign has been rolled
out in 25 metros and mini metros across the country,
which include - Mumbai, Delhi, Kolkatta, Ahmedabad,
Baroda, Amritsar, Chandigarh and Ludhiana, to name
a few.
"The
Hindi speaking market in India is the biggest and
cannot be ignored. We have rolled out a marketing
campaign, which is simple and clutter breaking by
using the iconic characters of Disney - Mickey Mouse
and Donald Duck. The campaign drives homes the message
in a unique and entertaining way," says Walt
Disney Television International (India) marketing
director Tushar Shah.
The
campaign has been conceived by Contract Advertising,
Disney's creative agency.
Mickey
Mouse inflates have also been put up at Phoenix Mills
in Mumbai. Apart from this, the company will also
be distributing personalised Mickey mugs to the media
fraternity with "M Se Mickey" written on
one side in Hindi and with the person's name written
on the other side, for eg: "P Se Pooja."
This
activity will be undertaken on 1 - 2 September, wherein
various professionals from the media, ad sales, distribution,
advertising agencies, advertisers and cable industry
will receive their personalised mugs.
Three
radio spots have been created with the adorable Donald
Duck trying his best to learn the new language. The
radio spots have Donald reciting the Hindi alphabets
and also encouraging Daisy Duck to do so. In his unique
quacky voice, he seems at pains to learn the alien
language but manages just fine in the end.
Speaking
on the thought behind the campaign, Contract Advertising
account director Ayesha Ghosh says, "The brief
given to us was simple and Disney encouraged us to
go creative on this one so that the campaign doesn't
become just another blind spot. The idea was to attract
attention and roll out a communication that works
for the brand."
"All
the outdoor ads have the popular characters learning
Hindi, whereas the three radio spots have Donald in
the lead role since his is the most identifiable voice
among all the Disney characters," Ghosh adds.
The channels is also planning to roll out TVCs, which
will be variations of the radio spots.
MUMBAI:
Mickey and Donald are learning Hindi and how. Their
exam begins from 1 September, which is when Toon Disney
will be made available in the Hindi feed apart from
the English, Tamil and Telugu feeds that it is currently
available in.
