MAM
Cartoon Network, HLL join hands to lure the pester power
MUMBAI: Seems like perfect synergy – Hindustan Lever (HLL) taught kids all about ‘Ice-cream Power’, while Cartoon Network familiarized them with ‘Toon Power’.
HLL’s Kwality Wall’s Max ice-cream and Cartoon Network joined hands today to unveil their summer bonanza for kids at a press conference in south Mumbai.
Cartoon Network will air a series of animated stories from 20 March to 31 May 2003, as television commercials, featuring the Max ice cream’s mascot ‘Max the lion’, other toon characters Professor Higgabottom, Max kingdom and King Cobra. With ‘treasure’ hunts, tussle between ‘good-n-evil’ included in the stories, even the ad breaks should fun.
To participate, kids need to collect three Max wrappers with special ‘Bano Toonstar’ logo, drop them at the redemption center ‘Max Jungle’ and collect special Max scratch card. The range of scratch and win prizes include comics, max jungle trail board games, camera, and tents.
As a part of the promotions, around 1,000 Max Jungle centres have been appointed and a number of ground events are planned. Through direct marketing programmes, 500,000 children will be personally contacted, according to a spokesperson.
HLL also announced the relaunch of its entire kids portfolio with Cartoon Network India. The multimedia promotion Bano Toonstar with Scooby-Doo and Max is the largest-ever in the whole of Asia and a unique promotional licence deal done by Cartoon Network. That is, unless Sony Entertainment Television and HLL get into a tussle over the intellectual property rights usage of “MAX”.
Twelve Indian children will get a chance to star along with Scooby-Doo as a ‘Toonstar’ in their own mini-adventure animation short, says an official release.
The six mini-animation series, to be produced in June-July along with Cartoon Network’s Hong Kong based Creative Services Team (CST), will be aired between August-September 2003.
While the ad agency JWT and the media agency WPP Media have been roped in for the promotion, the best animators have been commissioned to create a series of animated adventure stories that tell the kids about the new Max lion and the exciting new products, the spokesperson says.
HLL ice-cream executive director JH Mehta says: “Since Kwality Wall’s has emerged as one of the most popular kids brands, we hope to strengthen that position with the promotion in partnership with Cartoon Network.”
The newly promoted Turner Entertainment Networks AsiaPac regional entertainment, advertising and sales vice president Soumitra Saha revealed that the channel will also air eight full length films “Summer of Scooby” to coincide with the promotion.
Speaking about the partnership Saha says: “Cartoon Network is delighted to be associated with Kwality Wall’s. The innovative initiative heralds an exciting new phase for Cartoon Network’s promotional licensing business in India. It is a big leap towards achieving the Network’s mission to provide consumers multiple access points to the brand and properties.”
Brands
Ace Blend launches 10:1 Shroom Droppers targeting energy, focus and calm
New ultrasonic extracts aim to boost potency and absorption in mushroom supplements
MUMBAI: Ace Blend has entered the fast-growing functional wellness space with the launch of its new Shroom Concentrates range, betting on potency and delivery format as key differentiators in an increasingly crowded market.
The Mumbai-based brand has introduced a trio of liquid “droppers” designed to support focus, energy and relaxation. Unlike conventional mushroom supplements, which often rely on powders or capsules, the company is positioning its water-based concentrates as faster-absorbing and more effective.
At the core of the launch is a 10:1 concentration ratio, which the company says delivers higher bioactive potency compared to standard formulations. The products are developed using a patented ultrasonic water extraction method that uses sound waves instead of heat or chemicals to preserve delicate compounds within the mushrooms.
The range includes Lion’s Mane for cognitive support, Cordyceps for sustained energy, and Reishi for relaxation and recovery. The formulations are also glycerin-free, a move aimed at avoiding dilution and maintaining purity.
“We introduced India to functional mushrooms with our Shroom Coffees. With Shroom Concentrates, we’re cementing our expertise in the space,” said Ace Blend founder Shivam Hingorani. “We focused on solving that gap by improving how these compounds are extracted, delivered, and absorbed.”
The launch comes as functional mushrooms gain traction globally, with consumers increasingly seeking natural solutions for productivity, stress management and overall wellbeing. In India, the category is still emerging, but growing awareness and demand for performance-oriented health products are creating new opportunities.
By combining high-potency extracts with a convenient dropper format, Ace Blend is aiming to make functional mushrooms more accessible to everyday users rather than niche wellness enthusiasts.
As competition intensifies in the plant-based supplement market, brands that can deliver both efficacy and ease of use may find themselves a step ahead. For Ace Blend, this latest launch signals an attempt to turn curiosity into consistent consumption.
