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Cartoon Network prepares to ‘Get Animated’
MUMBAI: A healthy lifestyle is what Cartoon Network in the US is advocating in its new marketing initiative. Targeted to kids in the 6-14 age group Get Animated is an on-air, online, print and off-channel campaign and kicks off on 28 February.
The programme will tap into the network’s roster of cartoon characters and distinctive 3D on-air environment to communicate positive lifestyle messages through multiple Public Service Announcements (PSAs). These will air in Cartoon Network’s morning, afternoon and prime time day-parts. These pro-social spots also will point viewers to www.GetAnimated.com. On this site content will further communicate messages around the benefits of making good lifestyle choices.
Kids will find tips, lifestyle recommendations and an interactive game that will focus on the importance of being active. Additionally Get Animated messages will appear within a series of consumer and trade ads in key publications.
The broadcaster has launched the initiative Movement Ink. This will serve as a place where cartoon characters and,at times, live kids can come together for growth, inspiration and action. Activities housed within the facility will vary from traditional sports to non-traditional activities, such as, tree house climbing.
Kids onscreen will encounter and interact with their favourite characters from series such as Codename: Kids Next Door, Foster’s Home for Imaginary Friends, The Powerpuff Girls and Ed, Edd n Eddy. Characters will come together at Movement Ink to share with viewers at home fun ideas for healthy snacks and new twists on familiar games that kids could try at home, a park or at school.
Two 15-second teaser spots will introduce the on-air campaign. The first is an official ceremony on the site where Movement Ink will be constructed featuring the Mayor of Townsville and his assistant Sara Bellum of The Powerpuff Girls. The second will be a star-studded ribbon-cutting ceremony to welcome the various inhabitants of Cartoon Network’s on-air world to the newly completed Movement Ink facility.
Four PSAs will follow on-air and will be tagged with Movement Ink. This will serve as the official voice for healthy living on the broadcaster. Get Animated will air on a regular basis and new PSAs will be created to keep the programme as fresh and timely as possible.
Meanwhile Cartoon Network’s current cause-marketing programme Animate Your World will expand its continuing partnership with Boys and Girls Clubs of America (BGCA) to introduce nutritional and fitness elements into its computer animation program that young club members enjoy at more than 3,800 BGCA locations across the US. The CD Rom programme uses the latest in computer animation technology to give kids the tools to create their own animation while learning lessons about developing good character traits.
The programme will work in tandem with BGCA’s existing health and wellness initiative that empowers young people to make informed decisions about their physical, mental and social well being. This effort is endorsed by the US department of health and human services (HHS).
Cartoon Network executive VP and GM Jim Samples says, “Knowing that kids connect strongly with Cartoon Network’s characters, we integrated our most popular stars into an all-inclusive healthy lifestyles program that kids will relate to. It was important to us that these messages feel like they belong at Cartoon Network, where we strive always to remain fun, funny and fearless.
” That’s why we created a new permanent destination Movement Ink within our existing on-air environment, which will serve as a portal for key messages such as the importance of increasing time spent being active and making the right choices around nutrition”.
MAM
Huella Services appoints Pankajj Rai as vice president – Ad sales
Media veteran with 18 years experience to lead monetisation and partnerships.
MUMBAI: When the ad game gets smarter, companies often look for someone who knows how to sell the story behind the screen. Huella Services has appointed Pankajj Rai as vice president for Ad sales, a move aimed at strengthening the company’s advertising and monetisation strategy as it expands its technology-led media offerings.
Rai brings over 18 years of experience across broadcast and digital media and will oversee monetisation initiatives for Newsroom AI, while also helping shape Huella’s next phase of development in interactive and AI-led advertising solutions.
Based in Delhi NCR, he will work closely with the founders and leadership team to align product capabilities with market needs, while driving partner development and go-to-market strategies for the company’s advertising platforms.
Rai’s career spans senior roles across some of India’s prominent media organisations. Before joining Huella, he served as business head for Wion and Zee Business at Zee Media Corporation. Earlier, he was national sales head at QYOU Media, where he led commercial partnerships and advertising growth.
His experience also includes managing commercial operations for major television brands such as Zee TV, Zee Cinema and Zee Bollywood, with responsibilities spanning North and East India.
Commenting on the appointment, Huella, co-founder and CEO Prrincey Roy said the company is strengthening its leadership team as it prepares for the next phase of growth.
“We’re thrilled to welcome Pankajj at a time when Huella is expanding both its portfolio and ambition. His depth of experience and strategic lens make him an invaluable addition as we build not just better products, but better outcomes for our partners and brands,” Roy said.
Huella Services is currently building technology driven advertising platforms that integrate AI powered content ecosystems with brand engagement, reflecting a broader shift in the media industry towards data driven and interactive advertising formats.
With Rai now leading ad sales and monetisation, the company aims to deepen relationships with advertisers while scaling its AI driven media products in an increasingly competitive digital advertising landscape.
