's Kidology
Turner goes the whole hog to promote 'Galli Galli Sim Sim'
(9 August 2006 9:00 pm)

MUMBAI: One of Turner's most awaited and talked about show in recent times - Galli Galli Sim Sim - the Indian version of Sesame Street - is set to launch on 15 August and the network is leaving no stones unturned to promote it.

A mammoth marketing and promotion activity has been lined up in the coming few days to promote Galli Galli Sim Sim. A 360 degree integrated campaign comprising print, television, outdoor, radio, above the line and cross promotions will be unleashed in the next couple of days.

Galli Galli Sim Sim will be one of Cartoon Network's biggest show launches ever and coincidentally comes at a time when the kids' channel space is hotting up with Walt Disney recently buying out Hungama TV to gain market share.

The outdoor campaign of Galli Galli Sim Sim will comprise hoardings and bus shelters. An innovative radio campaign is also scheduled to launch in the coming days. Turner will also be showing promos of the show across channels like Star, Sahara One and HBO amongst others.

An online campaign will see email flyers going out to the trade and marketing fraternity.

Apart from this, the network has also launched a Galli Galli Sim Sim Literacy Yatra, which will travel across cities in states like UP, MP and Maharashtra. During the Yatra, leaflets and activity sheets will be distributed to kids in order to generate awareness about the show.

The Yatra was kicked off in Delhi and will travel through small cities across these states where the reach of television may not be that high. The floats will also visit some villages in these states.

As is already known, Sesame Workshop and Turner have also tied up with terrestrial broadcaster Doordarshan to air the series in order to tap as many kids across India, who may not have access to the cable airwaves.

Sesame Workshop International executive vice president Dan Victor says, "Turner was bold enough to share its signature show with Doordarshan so that the series is able to reach out to a larger and wider segment of kids across India."

Speaking about the launch of Sesame Workshop's non-profit organization in India, Victor says, "We have formed a non profit organization in India called Sesame Workshop India, which is being funded by Turner. The Literacy Yatra is our first initiative in this respect, which will spread about the educational television series Galli Galli Sim Sim. This initiative will also in a sense enhance the show and its offerings."

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'Galli Galli Sim Sim' to launch on 15 August on Cartoon Network

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