To build curiosity and awareness, Disney Channel launched a 360 degree multi-media campaign around one of its most whacky, trendy and funniest character, Raven. The show currently airs from Monday to Friday at 8 pm and is one of the top rated shows on Disney Channel. The promotion allowed kids to relate to the iconic image that she commands across the world and offer brand new episodes to kids this summer.

Walt Disney Television International (India) director marketing and communications Tushar Shah said,
"Launched last December, That’s So Raven is the highest rated show among girls in the age group of 10-14 year olds in India. The campaign was clearly designed to position Raven as an identifiable character, drive tune-in’s to the new series and to attract new viewers to the channel leading to increased reach. Through the exercise, Disney Channel has laid the foundation to propel this priority franchise to the next level where every girl identifies with her."

As a part of the promotion, Disney Channel carried out ground events in 13 cities making contact with a million students. The campaign had a national expanse targeting kids via school contact programmes, road shows, flier distribution, in store branding and much more. The 360 degree campaign promotions included television commercials, local cable activity across various markets and an extensive trade campaign - online and print including comics and outdoor hoardings.