New Delhi : Reacting to the match-fixing controversy, Cartoon Network isplanning to infuse some fun and vigour into the game. Never mind if thatplan happens to be a marketing strategy for this television channel. On thepattern of Toon Cricket '99, the channel is all set to launch its newmarketing event for the season - Toon Cricket 2001.To take off at Andheri Sports Complex in Mumbai on March 4, Toon Cricket2001 will travel to Delhi's Jawaharlal Nehru Stadium on March 6. The eventwill be presented by the hot favourite popcorn brand, Act II Popcorn, andco-sponsored by Pim Pom (a lolly-pop brand), Cadbury's Milk Treat and ParleFun Centre.
Announcing the event at a press conference here on Thursday, Ms HemaGovindan, vice-president, marketing, Turner Entertainment Networks Asia,said that the objective behind organising Toon Cricket 2001 is to blur theline between the toon world and the real world. ``The channel should beintrinsic to the pop culture in India,'' says Ms Govindan, and Toon Cricket2001 is a step towards that objective.
Added Mr Anshuman Misra, Managing Director, Turner International India, thatan onground event such as this one is a good way to localise the channel.``It's one of the biggest marketing initiatives by the channel,'' he said.Above all, said Ms Govindan, such events bring in more loyal viewers.Significantly, she said: ``We want to tap new and untutored audience throughour marketing efforts.'' While agreeing that it requires huge resources tolaunch such a campaign, she said that the objective of the channel is notsingularly to look at revenue prospects. ``Even if there's no revenuepotential in this, we would go ahead with it to be able to interact withpeople.'
Although refusing to divulge any revenue figures or growth target, MsGovindan said other marketing initiatives have also been launched to supportToon Cricket 2001. The channel, she said, has launched an aggressiveintegrated marketing campaign including on-ground promotions, printadvertising, outdoor hoardings and cross-promotion onCartoonNetworkIndia.com.
As part of this campaign, an open float called `Toon Mobile' will touracross Delhi from March 2 to 5 to distribute the event passes. One may evenfind toon cricketers conducting net practice on board the Toon Mobile.Coming to Toon Cricket 2001, Ms Govindan said that it would be achoreographed limited over event. There would be two teams: Inventors led byDexter and Snackers led by Scooby Doo with eight players in each team. Amongthe other attractions would be the presence of cricketer Vinod Kambli,Indipop singer Devang Patel, and veejay Nikhil Chinappa. Apart from that,there would be special kiosks for children where they can explore theWebsite of Cartoon Network and experiment with the Web games, Ms Govindansaid. What better way than this to get loyal audience!
Copyright © 2001 Indian Express Newspapers (Bombay) Ltd.
