Britannia Treat's sales up 40% with Toon Disney's Jetix Power Your Rangers contest

MUMBAI: This contest has sure delivered for the channel as well as the sponsor. The Jetix Power Your Rangers contest on Toon Disney, which was presented in association with Britannia received responses from 523,000 from kids across India. What's more... the contest saw Britannia Treat's sales increase by 49 per cent.

The campaign scored a number of firsts receiving exposure unlike anything ever seen in the kids’ space in India through Britannia’s 800,000 retail network, on-pack presence on more than 32 million Britannia Treat packs, on-pack presence on more than 10 million Peppy packs, Power Rangers Premia with every pack of Britannia Treat and Peppy, School Contact Program in 500 schools across six cities establishing contact with 500,000 kids and mobile van activity in Maharashtra.

Also, for the first time ever, Power Your Rangers, a TV show was recreated as a mobile game for cell phone users - a hitherto untapped target group. The mobile game on R-World was available to 16 million Reliance India Mobile subscribers, and posted the highest number of downloads in the recent past. Britannia also reached out to over 150,000 kids in Mumbai, Delhi and Bangalore through mobile van and school activities.

Walt Disney Television International (India) director marketing and communications Tushar Shah said, “In true Disney tradition, Jetix Power Your Rangers campaign boasted of an innovative contest format with a multi-platform push unlike anything ever seen before. We extended the show experience seamlessly and innovatively across media, creating multiple touch points allowing kids to get close to their favourite superheroes while ensuring unprecedented and tangible sponsor benefits.”

Britannia Industries Ltd general manager and head marketing and innovation Richa Arora said, “The bottom line on the promotion is that it increased sales by 49 per cent. What’s equally important is that the promotion worked well as a package -- from very innovative premia to the actual contest to the on ground activation.”

The winners of the contest are Pawan Kumar from Kolkata, Sahil Ghosh from Bangalore, Andrew D’Souza from Mumbai, Sam Krishnakant from Andhra Pradesh and Prince Dahiya from New Delhi, who have won a trip to New Zealand with their families.

Also, 55 other kids have won Play Station II Consoles and Power Rangers game. Besides this, “Quick Gun” prizes for the fastest correct entries– the Power Your Ranger Bravery medals have been won by 10,000 kids across the country.

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