The partnership with 'Spider Man 2' will be leveraged across more than 180 countries in the world through local promotions and products. India is one of the few countries in the world where the specially "web designed cereal" has been introduced for a limited period of time.

To add to the Spider Man adventure, Kellogg's will also be giving away specially designed 'Spidey Signals' (projecting web shaped or spider shaped images) with the limited edition pack and 'Spidey Water Squirters' with every pack of Kellogg's Chocos, Chocos Planets and Stars and Corn Flakes in India. Each pack also entitles the consumers to get 20 per cent off on Spider Man movie DVD/ VCDs.

"Kellogg's Chocos is built on the core equity of fun and adventure. Our aim is to bring the Spider Man adventure through Chocos to kids across India. With specially web shaped Kellogg's Chocos, the special toy box packaging and the fun filled giveaways, kids can experience the excitement of being Spider Man," said Kellogg India managing director K Venkatachalam.

"Our communication for Kellogg's Chocos has been based on the adventure platform. Linking Chocos with Spider Man was an obvious extension for us, thereby providing our consumers with the complete adventure experience," he added.

With this promotion the company has introduced the new and unique concept of limited edition theme based food, where the shape of the product in this case Kellogg's Chocos flakes has undergone a change from scoops to web shaped. With this the Kelloggs hopes to lead kids on a 'Spidey Breakfast' adventure and add to the Spider Man mania.