Cartoon Network, BPCL's promo licensing alliance seek to target kids

MUMBAI: One wonders what Powerpuff girls and Dexter cut-outs and streamers are doing in a petrol pump? They look conspicuously out of place yet they can be seen adorning Bharat Petroleum Corporation Limited (BPCL) outlets in six cities.

The deal here is that after some unconventional promotional tie-ups with Citi Bank, Red Label et al, Cartoon Network has now strategically tied up with BPCL for promotion of its brands like the Powerpuff Girls, Johnny Bravo and Dexter.



This promotional licensing deal called the BPCL - Cartoon Network Lucky Litres Promo which started on 15 December will last till mid-February and is valid only at 'Pure For Sure' BPCL outlets in Delhi, Mumbai, Bangalore, Chennai, Kolkata and Hyderabad.

The idea of this unique tie up came up when BPCL realised that their promos focussed on all family members except kids who, nowadays, are major decision makers in a family. In their quest to target kids, BPCL approached Cartoon Network and the rest they say is history. Anyone who fills fuel worth Rs 500 or more from authorised BPCL outlets, would get a scratch card that would entitle them to get a gift from Cartoon Network. The gifts include exclusive range of Cartoon Network goodies such as Dexter and Johnny Bravo watches, Powerpuff Girls dolls, pencil boxes, stickers and trading cards. Also a grand prize waiting to be won is that six lucky families (of four) will get a chance to visit the Cartoon Network beach in Gold Coast, Australia.

Jiggy George

When asked about this tie up, Cartoon Network Enterprise director for India and South Asia Jiggy George said, "You are no where if you are not everywhere. Our brands are a cult and when BPCL approached us for this tie up we were all for it."

"This is the first time that BPCL ads will be on our channel and we've also created a micro site for BPCL on our website. So it is quite an integrated package," George added.

Cartoon Network has earlier been involved in promo licensing deals with Bournvita, Kissan Jam, Quality Walls ice-cream and many more. "What made our deal with Quality Walls popular was that 12 kids were given a chance to star with their favourite cartoon character Scooby Doo and it worked very well for us. There was a 60 per cent increase in the brand’s sales at that time with a redemption rate of 19.15 per cent. In the case of Bournvita there was an overall increase of 17 per cent in the shares of the brand. With Surf, our deal was that with one kilo of Surf one would get Tom and Jerry mugs free. We had a distinct kids connect with all our deals," said George.

Powerpuff Girls' cut-outs & streamers at a BPCL outlet

Elaborating further he said, "At the end of the day we have to make our ad dollars. We believe in a 360-degree association with all our clients but at the same time we have very strict guidelines. Our clients are allowed to use our products but all the approvals are done by us. The influence kids have on families is great and they are getting more and more brand conscious. Our research is very discerning and it is the mission of Cartoon Network Enterprises to make our properties and brand names available across platforms such that they weave into the social and cultural fabric of our young viewers."

BPCL general manager S Ramesh said, "Till date, all promotions organised by BPCL have been targeted at the vehicle owner. We want to experiment organising a promotion that is targeted at children, who are fast emerging as important decision makers and have the capability to influence the purchasing behaviour of their parents. This industry has not organised any promotion of a similar nature and we wanted to be the first to do this innovative campaign along with Cartoon Network."

Not irked by the impending arrival of the Disney channel in India, George said, "We have a distinct advantage over anybody. Our brands are a cult. If there was a poll on the top 10 cartoon characters, I can be confident that eight out of the 10 characters will be ours."

With 16 brand tie ups this year alone, Cartoon Network Enterprise has hit the nail on the head and is raring to go places.

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