MUMBAI: As Cartoon Network gears up to launch the new series of its flagship property Ben 10 on 10 October, the channel will showcase a day-long roadblock of Cadbury India’s Gems from 9 am in the morning till 7 pm.

The new series will be launched at 10 am and will be run the entire day as part of the Ben 10 marathon to create brand recall value.
 
In an attempt to promote the show aggressively, CN walked into a cross promotional partnership with Cadbury India and McD as sponsors on board. With Cadbury, the channel conducted contests with a code on the back of Gems. 20 winners will be identified who will be given a chance to meet Ben 10 on 10 October.

Says Turner International India VP and deputy GM – entertainment networks, South Asia Monica Tata, “With Cadbury there is a good premium attached. Cadbury has a large distribution network and strength and Ben 10 is a big property. So Cadbury gave us good mileage in promoting the series.”
 
As far as McD is concerned, the channel has inked a supplementary tie-up for the show with the fast food outlet brand wherein there is a Ben 10 promotional activity doing rounds in every McD store.
 
The channel will also launch a Ben 10 watch called the Ultimatrix which has its base made of Cadbury gems as part of the promotional initiative.