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Tag: Disney XD

  • Record response for Disney Channel's Jet Set Go campaign where 30 kids and families will fly to the Hong Kong Disneyland

    Disney wows kids with contest, launches new shows for summer

    By Meghna Sharma

     

    This is the time when it’s not just the weather, but even the competition between various channels targeting children that hots up. This year, Disney Channel has raised the bar with a unique offer in association with Jet Airways: 30 kids and their families fly to the Hong Kong Disneyland.

     

    Talking about the campaign called ‘Jet Set Go’, Vijay Subramaniam, Business Head, Walt Disney Television International India said: “This is the first time ever that a plane full of families is flying to Disneyland! And to add to the unique experience, we are also wrapping an entire Jet Airways aircraft with Disney favourite characters Mickey Mouse, Donald Duck, Pluto and Goofy, a one-of-a-kind virtual ‘billboard in the sky’.”

     

    Families will fly to Hong Kong on July 9 for two days where they will stay at the Disney’s Hollywood Hotel. The contest, wherein the kids have to watch Disney Channel closely from April 29 until May 28 and spot a magical plane with their favourite characters- Mickey & Friends on their television screen to win, saw an overwhelming response.

     

    “The campaign stands out because of the record-breaking response that we have seen in just three weeks! We had three lakhs calls on day one, crossed the two million mark in a week and now, we have registered 3.5 million calls from across the country with another 14 days to go. These are at least 50 times the responses the genre has been receiving through other campaigns, so this is clearly unprecedented levels of participation and excitement,” added Mr Subramaniam.

     

    The channel feels the response is the testimony of the strength of the channel’s reach. Almost 50 per cent of the entries came from 5 key circles – Andhra Pradesh, Delhi, Maharashtra, Mumbai & MP + Chhattisgarh. And the entries coming from across the country and the winners selected till date come from  both metros and Tier 2 cities – Dehradun, Chandrapur, Kolkata, Vishakapatnam, Pune, Baerelli to name a few.

     

    The channel has been working on various campaigns in its objective of reaching out to its TG. Last year, it had ‘Disney Channel Shooting Stars’, billed as one of the biggest talent hunt platform by a kid’s channel. “Disney Channel is the only kids channel to cross the 200 GRP mark this summer as well as the last and such megashowcases reinforce our position as the leading entertainment brand for kids and families with viewers and advertisers alike,” said Mr Subramaniam.

     

    He added about how and why a kids’ channel should take advantage of summer vacations. “Summer is a time when kids have greater control over the remote and kid’s channels see a 25 per cent increase in viewership. Last year, Disney which houses Disney Channel, Disney XD and Hungama TV, saw an increase of over 30 per cent in viewership.”

     

    This year, along with the ‘Jet Set Go’ initiative, the  channel has also planned a strong content push with over 500 hours of fresh programming across the three channels, which will see premieres of 24 series across genres. “Through tent-pole programming and campaigns such as Jet Set Go, our idea is to use summer as a springboard to engage more kids and families throughout the year,” said Mr Subramaniam.

     

  • Design Stack will handle the entire gamut of off-air publicity and promotional campaigns for the network’s three channels

    Disney appoints Design Stack as creative agency

    By A Correspondent

     

    Mumbai based design and communication studio, Design Stack, has been appointed as the creative agency for the Disney Network. Design Stack will handle the entire gamut of off-air publicity and promotional campaigns for the network’s three channels – Disney Channel, Disney XD and Hungama TV.

     

    In early 2011, Design Stack had handled the creative duties for the immensely successful project – Disney Channel’s Shooting Stars: The country’s biggest nationwide, talent hunt by a kid’s channel.

     

    “The Disney Network’s continued success with kids and families is testament to how our stories and characters work at multiple levels and we are committed to further increasing the visibility of our brands and creating a deeper and richer connect with the viewers. We felt the time was right to appoint a creative agency that understands our brand values and can help bring them alive visually in our campaigns. The team at Design Stack brings an immense amount of enthusiasm and creative excellence to the table and we look forward to their contributions on our upcoming projects”, said Bikram Duggal, Director Marketing, Walt Disney Television International India.

     

    “We’ve all grown up with Disney as a part of our childhood and it’s a thrill to be associated with such an iconic brand, especially at a time when they are building a strong local presence in India,” said Priyanka Bhasin, Partner, Design Stack

     

    “The Disney Channel is very particular about maintaining consistency of their brand. It is exciting collaborating with their team of sharp marketing strategists and visual communication design specialists, who have high standards when it comes to messaging and design. In a sense, it’s a fitting partnership,” added Anoop Patnaik, Partner, Design Stack

     

    Design Stack, founded in 2004 by Priyanka Bhasin and Anoop Patnaik (graduates from the National Institute of Design), is a branding and strategic design studio located in Mumbai. Over the years, the firm has built up a diverse range of clients – from retailers like Westside and youthful, experimental brands like Chimp to corporate entities like Asian Paints, Cox & Kings, Standard Chartered Bank, Times of India, Sahara Housing & Infrastructure, to name a few. The studio was also awarded The International Design Award, LA,Californiafor Asian Paints Colour Spectra Pro – Packaging Design and Chimp Retail Branding.

     

  • Introduces first-of-its-kind marketing innovation designed by graduates from NID, IIT Powai and Disney's creative team

    Disney XD thrills kids with its attention-grabbing consumer outreach

    By A Correspondent

     

    Disney XD has introduced a first-of-its-kind, 3D-remote controlled model of Disney XD’s lead character Kick Buttowski – Suburban Daredevil as part of its consumer outreach programme in select markets.

     

    A team comprising the best future minds in design and robotics – graduates from National Institute of Design (NID) and robotics students from Indian Institute of Technology (IIT) Powai – have created this unique model under the supervision of Disney’s creative team. Their unique creation – a remote controlled life size model of Kick Buttowski on a skateboard will be making appearances at malls across 10 cities in the next few weeks.

     

    “Interactive experiences that connect with kids and families at multiple-levels have always been the centerpiece of our marketing activities. This first-of-its-kind innovation complements our recently launched language feeds in Marathi and Bengali, first for a kid’s channel,” said Bikram Duggal, Director, Marketing, Walt Disney Television International India.

     

    “Our consumer campaign with Kick Buttowski and Spiderman riding on the back of a strong content push is already showing an upswing in the reach and GRPs of Disney XD in Hindi Speaking Markets (HSM),” he added.

     

    This life-like model skates unaided by itself, catching kids by surprise and giving them a true Disney XD ‘moment’ of action, comedy and adventure. The 3D model grooves to the music from the series soundtrack.

     

    The marketing team at Disney wanted to create a unique and world class Disney XD experience for kids. The NID and IIT graduates were tasked with bringing alive Kick Buttowski in the form of a life-sized action figure, keeping in mind his persona and physical traits, and add some fun and surprise element for kids and their families. This element of surprise gave birth to the idea of making him move around in the mall atrium and follow kids. This was made possible through the inputs of robotics students from IIT Powai, who worked to attach a special motor with a remote control allowing Kick to tail kids on his skateboard.

     

    Meanwhile Disney XD continues its prolific run as a leader in the South markets and has shown increasing traction in the Hindi Speaking Markets (HSM). The first channel to launch a six language feed, Disney XD recently announced the launch of Bengali and Marathi feeds to consolidate its presence in the north markets.

     

    Disney XD India is a multi-platform brand showcasing a compelling mix of live-action and animated programming for kids aged 6-14, hyper-targeting boys and their quest for discovery, accomplishment, sports, adventure and humor.

     

  • The channel is expanding its reach by being the first channel in the genre to be available in six languages

    Disney XD launches Bengali and Marathi feeds

    By A Correspondent

     

    After garnering leadership status in the South, Disney XD, the quintessential action, adventure and comedy destination for boys is ready to capture attention of newer markets with the launch of Bengali and Marathi feeds.

     

    Natasha Malhotra, VP and GM, Walt Disney Television International India, said: “Disney XD, while including girls, mainly speaks to boys in the age group of 6-14 and delivers exciting stories around adventure, action, comedy while reflecting core Disney brand values of accomplishment and heroism. Disney XD has a unique content mix of live-action and animated programming. We are excited about expanding its reach by making it the first channel in the genre to be available in six languages. We will continue to build on it as we deliver great fun-filled, action-packed entertainment that is engaging and locally relevant.”

     

    Disney XD will launch a brand new show Scaredy Squirrel on January 9, 2012 (Mon to Fri 1 PM). Scaredy Squirrel is fun-filled series inspired by the popular book series by Mélanie Watt about a creative and quirky squirrel, as he tackles life’s daily challenges.

     

    “Disney XD enjoys loyalty and following from boys driven by Disney original animation shows such as Kick Buttowski: Suburban Daredevil and Marvel, the quintessential boy brand. These are wonderful examples of Disney’s on-going focus on creating great new properties with clearly defined character profiles and story patterns to position the channel as top of mind for boys,” Ms Malhotra added.

     

    The channel will also create a strong destination for Marvel branded characters and stories which have been a part of every boy’s growing up years with the launch of Spider-man on weekdays (Mon to Fri 2 PM).