MUMBAI: Ultra Movie Channel which distributes VCDs and DVDs has tied up with Monginis Foods to market its party kits.

Ultra Party Products are placed in all Monginis Cake shops in Mumbai, Thane and Navi Mumbai. Ultra Group MD Sushilkumar Agrawal said, "We have got a tremendous good response on this venture, so we are planning to add some more new products to the range available on a regular basis. And we also want to take it further in other cities and states where Monginis is present."

Ultra is also promoting its 'Return Gifts' and a select range of its Gift Products along with the Party Line. The party line pack consists of invitation cards, paper plates, glasses, forks and spoons, caps, masks, paper napkins and birthday banners.

Being the true 'Celebration People' Monginis is an apt channel for Ultra to market its party products for kids. There are around 143 Monginis stores in Mumbai which would give a good platform to Ultra to reach out to its target audience. Now, the children can experience the fun of 'one-stop-shop' during their Birthday Celebration. From cakes to eatables, party decoration, plates, spoons, cups and take-home gifts, everything will be available under one roof.

The similarity on the target audience of both the companies would also result in the success of this marketing tieup. Ultra and Monginis, together targets the mass market. They would provide quality as well as value-for-money to the consumers drawing good crowd!

Ultra also plans to leverage its products through the cake shops across the country. Monginis, with its 407 exclusive cake shops in 11 cities - Mumbai, Pune, Nasik, Goa, Hyderabad, Rajkot, Vadodra, Kolkata, Orissa, Ahmedabad and Surat - would give a wide network to the Ultra Merchandising Products. It also has a network of over 10,000 outlets across India where Ultra can again explore the opportunity.