Cartoon Network makes the step up beyond kids brands

MUMBAI: From small books come big words of advice! Cartoon Network is one channel which seems to be making the right moves when it comes to stretching revenue streams during recession.

Cartoon Network's Off-Channel Commerce group (OCCG) develops licencing and merchandising; publishing, theme parks, special events, retail and e-commerce. This includes all "off-channel" marketing strategies for the Cartoon Network brand including the Cartoon Network originals or Cartoon cartoons, to popularise and leverage their appeal beyond television. The channel's sales team is not merely offering entertainment superbrands on air but an environment and an experience which cuts across media platforms.

"We wish to offer creatively conceived fruitful partnerships to advertisers. There are several entertainment brands which we create, others which we have obtained from content suppliers. Our mandate is to popularise, brand (these new acquisitions), exploit and extend them to generate revenues," says the recently promoted Turner Entertainment Networks AsiaPac regional entertainment, advertising and sales vice-president Soumitra Saha.

Does the 360 degrees marketing spin yield results for advertisers? Saha says: "Recently, Britannia (Cream Treat biscuits) did a comics book deal with us and inserted a direct response ad within the comic book. They obtained 100,000 response entries from kids and extended the terms of the arrangement by another six months."

Hindustan Lever (HLL) has also benefited from similar exercises in the past and the Kwality Wall's Max promo summer bonanza promo 'Bano Toonstar' promo launched on 20 March claims to be the biggest of them all. Cadbury's Bournvita also conducted a similar exercise in a promo involving multiple characters. Some of the other clients who have tied up for similar deals include: Nestle, Mattel, Funskool, Weekender, NECC (national egg coordination committee).

Saha elaborates: "We have engaged in aggressive marketing and promotions effort which encompassed an entire 360 degrees sweep (ground events, website, collaborative marketing, direct mail, public relations amongst others). Consider some statistics for the Toons cricket event which we conducted in Mumbai recently: we had 80,000 people attending the event which is 90 per cent more than what pop super star Michael Jackson managed at the same venue."

Cartoon Network has also tried to effectively leverage its online presence (India specific website) and currently have 100,000 registered unique users. The page views have leaped to 3 million, Saha claims.

This has provided more opportunities to enhance revenue streams. "The cumulative impact of all these initiatives has ensured that advertisers are more open to forging alliances with our marketing teams," says Saha.

Every year, the channel changes its definition of traditional and non-traditional advertisers. "The big guys such as Unilever's HLL, Nestle, Britannia, Cadbury's, Mattel, Funskool, Weekender are all upping their spends on the channels. We have also bagged NECC (national egg coordination committee) and Hindalco Aluminium foils," adds Saha. Hindalco's Aluminum foils eulogises safety measures for packaging eatables.

Cartoon Network has also leveraged the fact the children to adults viewership ratio is 60:40. "Some time back, we had conducted our pester power study and the research findings showed that children play a role in influencing decisions. Recently, we have got ad support from consumer durables, automobile companies (Hyundai) and even telecom companies (Nokia). The lubricant sector hasn't supported us on air as yet but they have an on-ground licencing deal with us through the OCCG," Saha points out.

Well, do these efforts supplement existing revenue streams? "The deals conducted by the OCCG are an addition to the on-air ad revenues. In fact, I must add that the OCCG makes a substantial contribution to the bottom-line," says Saha.

It looks as if a David (kids channel) will soon give the Goliath (mass entertainment channels) a run for their money!

Latest Reads
Lotus Make-up brings out women's inner shine

Lotus Make-up has created a new campaign with digital and social media agency WATConsult called #SparkleEveryday.

MAM Marketing MAM
Radio City makes us experience Mumbai

Radio City has created a campaign that makes us experience a city even with eyes shut. The film Taxi Driver, is based on this emotion. To make this idea more experiential, the thought will be adapted in print, on-air, digital and on-ground.

MAM Marketing MAM
MP Birla Chetak Cement's new TVC is truly Rajasthani

MP Birla Chetak Cement has rolled out a new TVC conceptualised by Ogilvy Kolkata and produced by Conversation Films.

MAM Marketing MAM
Hitachi's new automated service platform

Hitachi Systems Micro Clinic, system integrator and a specialist in managing end-to-end IT infrastructure solutions and services, has announced the launch of an automated service delivery platform Hawkeye 3.0, which aims at enabling organisations to increase productivity and efficiency. The...

MAM Marketing Brands
The ins and outs of femvertising

MUMBAI: How many times have you come across ads that seek to empower women and ask them to take on the world (at times by using their product)? The general tendency of advertising in the seventies and the eighties was to objectify women in order to fascinate the ‘male audience’ to buy their...

MAM Marketing MAM
Fogg maker takes on fairness creams with Pretty24

Taking a stab at fairness creams’ perennial message of fair skin being the benchmark beauty and success, Fogg deodorant maker Vini Cosmetics (Vini) is touting the idea that every shade of skin is equally beautiful. The company has been plugging the primetime of mainline television channels for the...

MAM Marketing MAM
55% marketers make better decisions with machine learning: iProspect report

MUMBAI: Digital agency iProspect has released its third annual Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless...

MAM Marketing MAM
Paisabazaar aims Rs 1500 cr mutual fund AUM by 2018

MUMBAI: Paisabazaar has announced that assets under management (AUMs) garnered through its mutual funds products crossed Rs 1000 crore mark last month. The organisation says it is confident of reaching Rs 1500 crore of AUM by March 2018. The fin-tech company launched mutual funds on its platform...

MAM Marketing Brands
Blackberrys gives digital mandate to FoxyMoron

MUMBAI: Menswear fashion brand Blackberrys has assigned its digital mandate to FoxyMoron after a multi-agency pitch. The account will be managed from the agency's north office. As per the mandate, FoxyMoron will be managing the digital creative, media, search engine optimisation as well as website...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories