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.
Also
read:
Toon
Disney partners with Reliance & Britannia for
'Power Rangers' contest
