 On
the other hand, McDonalds will launch a Cars Happy Meal promotion
in keeping with the international tie-up. This will be promoted via
television and also POP at McDonalds outlets across metros and mini-metros
for three-four weeks. McDonalds will also be giving out special Game
boards with the Happy Meals.
Cars has also tied up with Chennai based Vox Group, an auto
accessory chain with interests in fields like automotives, plastics,
leather, real estate, agriculture and exports. Vox Group's association
with Cars will be a thematic one and will be seen across
outdoor, in theatre and press.
 With
Goodyear, LightYear will see an in-film placement, wherein all the
cards ride on LightYear. The promotions around this in India will
be primarily on radio and in print across Mumbai, Delhi, Bangalore
and Pune.
What's more, the Walt Disney Television International (India) will
also be promoting the movie across its various divisions. Walt Disney
Television India will run special identities on the channel. Vroom
Cars Contest has been developed for Disney Channel wherein viewers
have to SMS a simple answer and they can win merchandise, books
and DVDs and also McDonalds Happy Meals.
Disney Publishing Worldwide will be releasing books including story
books, color books and activity books around Cars. Walt Disney
Internet Group will have Cars content on all mobile providers
in India. The content will range from wallpapers, screen savers,
ring tones, voice tones, themes and games.
On the other hand, Cars' home video partner Excel Home Videos
will celebrate the theatrical release of the movie by re-releasing
all Disney/Pixar titles including Pirates of the Caribbean 1
at a special price of Rs 399.
Channel [V] will also run Cars interstitial along with a contest,
while Star Movies will air a special program on Cars in the
show Opening Night.
| 
Cars
will be released in the cities of Mumbai, Pune, Ahmedabad, Delhi,
Chandigargh, Bangalore and Goa on 4 August. While in Chennai it will
release on 11 August, in Hyderabad and Kolkatta it will be released
on 18 August. 
The
movie is targeting a wide audience spectrum ranging from kids (4-11),
families (mums, dads, kids), general audiences (18-49), tweens,
teens (12-17), car aficionados and car racing fans and hence efforts
are being made to make contact with these audiences at all touch
points.
On
jar promotion with neck tags and stickers on the lid will also be
seen on Kissan Jams. A considerable amount of moolah is being spent
on promoting Cars and Kissan Jams via television promos across
channels. Also, point of purchase (POP) material and school contact
programmes have been rolled out in metros and mini-metros across
the country. This activity will run for a period of three weeks.