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Cartoon Network promo picks up bronze at marketing awards

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NEW DELHI: Cartoon Network's 'Bano Toon Star With Scooby-Doo And Max' promotion, in association with HLL's Kwality Walls Max ice creams, received a bronze at the recently held Promotion and Marketing Awards Asia 2003, in Singapore.

According to an official statement from Turner International India, the integrated promotion won the award in the category for 'Best Campaign Generating Brand Awareness And Trial'. The Bano Toon Star With Scooby-Doo And Max promotional licensing deal achieved a 60 per cent increase in sales of Kwality Wall's Max ice creams. In addition, the redemption rate for the promotion hit an all time high of 58.3 per cent, with an average of 19.1 per cent during the promotion period.

This award winning licensing campaign was developed to launch four new flavours of Kwality Wall's ice creams with Cartoon Network's famous Scooby-Doo as its brand ambassador. The promotion offered 12 Indian kids the chance to become a Toonstar by featuring alongside Scooby-Doo in an animation short.

Kids could win the dream opportunity by simply exchanging three Kwality Wall's ice cream wrappers for a scratch card at any of the 900 redemption centers across the country. Interestingly, every scratch card had an assured prize such as Scooby-Doo comics, Max jungle trail board games, cameras and tents, thus making every kid a winner! The campaign was launched nationally by HLL's Kwality Wall's Max ice-creams on 20 March 2003 and was supported on-air, on-line and on-ground.

Launched in India in 1995, Turner Broadcasting System, Inc.'s (TBS) Cartoon Network is a leading kids entertainment channel, reaching more than 18 million viewers. Currently available in English, Hindi and Tamil languages, Cartoon Network India is the only international kids channel to acquire locally produced programming like Pandavas - The Five Warriors, Sinbad - Beyond The Veil of Mists, Ramayan - The Legend Of Prince Ram and The Adventures of Tenali Raman as well as dedicate lunchtime viewing to pre-schoolers and mothers, by launching an exclusive block Tiny TV.

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