MAM
Cartoon Network US invites viewers to ‘Reverse Their Thinking’
MUMBAI: American Honda Motor and Cartoon Network’s Adult Swim block are teaming for the first time to inspire creative, out-of-the-box thinking from viewers for an unusual promotion. The aim is to develop scores of original animated shorts in the vein of Adult Swim’s quirky, off-beat programming
Timed with the launch of Honda’s all-new 2006 Civic models and its new marketing tagline, Civic: It will reverse your thinking, the campaign will accept submissions of up to five minutes on Adult Swim.com received between 3 October and 27 November. Adult Swim animators of such hit properties as Aqua Teen Hunger Force, Harvey Birdman: Attorney at Law and Sealab 2021 will judge all entries, choosing one winner that will be presented to the world on AdultSwim.com and on Adult Swim VOD. The promotion was created in conjunction with Honda’s advertising agency, RPA.
Adult Swim senior VP Mike Lazzo says, “One of the things we’ve heard most often about Adult Swim’s wide range of hit original shows is that viewers themselves feel they could come up with an equally outlandish premise for a new story or set of characters. We see this as the perfect opportunity for every would-be animator out there to show us how crazy they could get and beat us at our own game. I personally can’t wait to see what comes in!”
Honda senior manager national advertising Tom Peyton says, “The Honda Civic brand has always appealed primarily to a young adult demo. With Adult Swim’s overwhelming dominance in the television marketplace among hip, young adults 18-34, we knew it offered direct communication to our target audience. Adult Swim and Honda Civic share a distinct marketing sensibility, so this first-time partnership is a natural fit for both our brands.”
Adult Swim will create a 30-second spot to run throughout the solicitation period that will take viewers directly into the minds of the writers and producers at Williams Street, the Adult Swim production studio where most of its original series are created. Complete details of the campaign, an official entry form and the ultimate winning short will be offered both at AdultSwim.com, the network’s corresponding entertainment Web site, and via Adult Swim’s video on demand service.
Honda has also signed up to be one of the first sponsors of GameTap, Turner’s broadband entertainment network that combines video games with original programming in a unique branded environment. The Civic brand will be integrated into a number of GameTap-related media properties within the user interface, including sponsorship of leaderboards and GameTap’s “Info Fairy” which offers gameplaying tips for the hundreds of games currently available on the service.
Brands
Ekart expands IKEA partnership with EV deliveries in Chennai
3PL to handle 600 plus products with 48 hour delivery via EV fleet.
MUMBAI: Flatpacks are going electric and your sofa might now arrive with a smaller carbon footprint. Ekart has expanded its partnership with IKEA to power last-mile deliveries in Chennai, doubling down on speed, scale and sustainability in one of India’s key urban markets. Under the collaboration, Ekart will manage end-to-end large-format deliveries for IKEA across the city using a 100 per cent dedicated electric vehicle fleet. The move makes Chennai the second major market after NCR-Delhi where Ekart handles IKEA’s last-mile logistics, signalling a broader rollout of EV-led supply chains.
The mandate is no small load. Ekart will oversee deliveries for over 600 products from IKEA’s catalogue, ranging from furniture to home décor—categories that demand specialised handling and precision logistics.
Backed by its technology-driven fulfilment network, Ekart is targeting deliveries within a 48-hour window, offering real-time tracking and end-to-end visibility from warehouse to doorstep. The focus is clear: faster turnarounds without compromising on control or customer experience.
The EV-first model also aligns with both companies’ sustainability goals, as urban logistics increasingly shifts towards zero-emission solutions. For IKEA, which continues to expand its omnichannel presence in India, reliable and eco-conscious last-mile delivery is becoming central to scale.
For Ekart, the partnership reinforces its positioning as an enterprise-grade logistics player in large-format commerce. The company already supports over 1,800 retail, D2C and enterprise brands, spanning last-mile delivery, part-truckload services and warehousing.
As India’s logistics ecosystem evolves, this collaboration highlights a growing trend: delivery is no longer just about distance, it’s about efficiency, experience and increasingly, emissions.
