(4 June 2007 4:20 pm)

MUMBAI: Animax, the young adult animation channel in India and casual games firm Games2win, have announced a joint initiative to promote the animation series Initial D and the Sega game CT Racer, via an interactive promotion.

Initial D - Second Stage unveils the saga of Takumi Fujiwara, showcasing the best of car racing animation worldwide. Animax recently kicked off the show Initial D - Second Stage. There is also a synergistic tie-up with the launch of Sega's CT Racer game on Games2win. CT Racer tests the driver for all kinds of driving skills and hence creates the perfect association for its launch.

Game and speed enthusiasts can play CT Racer at the driving kiosks and must race a particular track in six minutes or less. Consumers who qualify then become eligible to win a fully loaded car-racing game console that has been specially designed by Games2win.

'Driving Kiosks' are being rolled out in high footfall areas in the key metros of Mumbai, Delhi and Bangalore - (Mumbai - Fame Adlabs at Dadar, Andheri, Kandivili (W&E) and Malad. Delhi - Ansal, MGF, Shipra and City Square. Bangalore - Forum, Garuda, Big Bazaar and Bangalore Central)

Animax business head Sunder Aaron says, "Animax has been the pioneer in showcasing the latest animated features like Initial D. We are delighted to be working with likeminded partners Games2win as we aim at enhancing and cascading the interactive experiences of our audience. This alliance with Games2win paves the way for Animax to provide many similar exciting and unique initiatives for the common target audience in the near future"

Games2win CEO and founder Alok Kejriwal says, "This is indeed a very synergistic partnership between us and Animax. The content of the on air program - racing cars is in deep sync with our online car racing game and given the common target audience, the connect is perfect. Also the idea of taking the experience in public malls allows us to touch maximum consumers who are beating the Indian summer chilling out in these cool malls."

Animax marketing manager Supriya adds, "To promote this alliance, Animax is also deploying a 360 degree marketing campaign encompassing outdoor, online, print, on air, on ground and cross channel promotions".