| 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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