MAM
Mattel, Cartoon Network cement Barbie relationship
MUMBAI: CGI animation, magic, ballet. These are the ingredients of Mattel Entertainment’s new film Barbie of Swan Lake. The film airs on Cartoon Network on 5 October at 12 pm and 8 pm. It has been dubbed in Hindi.
This is the third film in which the doll positioned as every girl’s best friend stars. Tchaikovsky’s classic music is there in full glory in this modern reworking of the 19th century German fairytale. Barbie plays Odetta a girl trapped in an enchanting forest who learns about friendship, courage. The basic message is that with enough self-confidence everyone has the power to change the world. There is the handsome prince played by the Ken doll and the villain memorably voiced by Frasier’s Kelsey Grammer. Funny moments come courtesy a variety of animals like Carlita the Skunk and Ivan the Porcupine. The film was created by Mainframe Entertainment and the music is played by the London Symphony Orchestra.
At a special preview of the film this afternoon Mattel Toys India’s VP marketing Nanette D’sa said, “There were two previous movies before this – Barbie in The Nutcracker and Barbie as Rapunzel. The Nutcracker film we only released on VCD and DVD. Last year we aired Rapunzel on Cartoon Network. It emphasised the art of creative expression through drawing and painting. Barbie Rapunzel dolls flew off the shelves. The film was released in 59 markets across the world and translated into 35 languages.
“This time around the theme is visual arts and self-expression. The themes of all the Barbie films are very universal which any girl can easily relate with. Our new Barbie range allows girls at home to bring the film to life. The new range has been designed in such a manner that every character of the Swan Lake movie is brought to life. We are capitalising on the fact
that girls love make believe and transformation themes.”
While Mattel and Nickelodeon have a strong relationship in the US and UK the company chose Cartoon Network as the channel partner because of its reach. “We decide on the partner country by country. Cartoon Network is a premium channel and not just a local channel. It reaches 22 million homes. The latest content is always present. Barbie is not just another doll. It is a world where girls have the opportunity to explore passion, friendship, fun and fantasy. All
of this is reflected in the film.
“While the film is the main focus in our attempt to further increase the immense popularity of the doll in India we will also be having increased in-store visibility in around 2500-3000 retail outlets across the country. In those stores patrons will get details of a contest Be A Princess. The written contest will culminate in ‘Meet The Princess’. One girl will be dressed in Barbie clothes and of course there will be
plenty of Mattel giveaways.
“The contest is related to the theme of Swan Lake so that the child will learn and automatically respond. There will be an element of luck here. They have to write on something special they have done in life that could be compared to what Barbie does in the movie. We will also be airing television commercials promoting the Barbie range. The marketing campaign will run from October to December.”
Mattel Toys India brand manager Chhavi Topa added, “The Barbie is always trying to help the child grow in some way. For instance one area of growth is understanding social activities. So a child can change the dolls dress and arrange the way she looks. In this way these skills are honed by the child as she grows up. The dolls role-play is to make the child
understand what it means to be grown up and responsible. We will however not be using Barbie in a storyline of any of Cartoon Network’s shows. She will always appear through advertising or the cinema. She has an aura and a personality and one cannot see her as a cartoon figure.”
Elaborating on the new collection D’sa said, “There are seven different types of items. The highlight is the Swan Lake Playset. It recreates the forest setting so that girls can play out the romantic dinner scene from the film. There is a tree slide pond, tree trunk tables with chairs and eating accessories for Princess Barbie and her animal friends. There is also Barbie as Oldetta. She is dressed in an elegant swan inspired gown. This continues from last year when girls were
fascinated by Barbies long hair as Rapunzel. Ken who plays the prince in the film sports the same regal outfit.”
MUMBAI: Not every bright idea lights up the room, sometimes it’s the wrong wattage turning your cosy nook into a glaring interrogation cell. Crompton Greaves Consumer Electricals Ltd. is flipping the switch on that mindset with its fresh integrated campaign, ‘Every Space Bright & Right with Crompton Lights’, unveiled on 18 February 2026. The core message? Homes aren’t one-trick ponies anymore, they’re offices, chill zones, kitchens, and entertainment hubs yet lighting decisions still boil down to “brighter is better”, leaving glare, shadows, and mismatched vibes in their wake.
The campaign calls out the overlooked truth, every space deserves illumination that fits its purpose, not a blanket blast of lumens. It nudges consumers away from generic brightness towards thoughtful choices that enhance comfort, mood, and function whether warm decorative glow for family dinners, focused task lights for cooking, softer ambient for bedrooms, or welcoming outdoor spots for the entrance.
Crompton Greaves Consumer Electricals Ltd. chief marketing officer Tanmay Prusty put it plainly, “At Crompton, we start with a clear understanding of how consumers live today. Homes are no longer static spaces, they have become workplaces, entertainment hubs, and places to unwind. Yet, lighting is still often chosen only on the basis of brightness. Through this campaign, we are encouraging consumers to think beyond brightness and choose lighting that is aligned to the purpose of every space.”
To hammer the point home, Crompton dropped a striking short film crafted with generative AI. It opens on familiar domestic scenes dinner chaos under harsh overheads, dim entrances that feel unwelcoming then rewinds the tape with purpose-matched upgrades, balanced living-room warmth, kitchen precision, bedroom calm, and outdoor flair. The reel wraps with product highlights and the tagline, driving home how Crompton’s broad indoor-plus-outdoor portfolio (think advanced features, intuitive designs) can transform everyday experiences.
Amplification is going big, digital, OOH, print, cinema, influencer tie-ups, plus eye-catching large-format branding at key South India airports. It’s a full-court press to reach urban and emerging households rethinking their lighting game.
Whether you’re binge-watching in the dark or squinting over a recipe, this campaign’s reminder is spot on: the right light doesn’t just brighten a room, it makes the space feel right. In a world of smart homes, why settle for dumb lighting?
