MUMBAI: Mickey and Donald are learning Hindi and how. Their exam begins from 1 September, which is when Toon Disney will be made available in the Hindi feed apart from the English, Tamil and Telugu feeds that it is currently available in.
Walt Disney Television International (India) has rolled out an extensive 360 degree marketing campaign announcing the same.
From outdoor, internet, radio to trade magazines; no medium has been left untapped. The campaign has been rolled out in 25 metros and mini metros across the country, which include - Mumbai, Delhi, Kolkatta, Ahmedabad, Baroda, Amritsar, Chandigarh and Ludhiana, to name a few.
"The Hindi speaking market in India is the biggest and cannot be ignored. We have rolled out a marketing campaign, which is simple and clutter breaking by using the iconic characters of Disney - Mickey Mouse and Donald Duck. The campaign drives homes the message in a unique and entertaining way," says Walt Disney Television International (India) marketing director Tushar Shah.
The campaign has been conceived by Contract Advertising, Disney's creative agency.
Mickey Mouse inflates have also been put up at Phoenix Mills in Mumbai. Apart from this, the company will also be distributing personalised Mickey mugs to the media fraternity with "M Se Mickey" written on one side in Hindi and with the person's name written on the other side, for eg: "P Se Pooja."
This activity will be undertaken on 1 - 2 September, wherein various professionals from the media, ad sales, distribution, advertising agencies, advertisers and cable industry will receive their personalised mugs.
Three radio spots have been created with the adorable Donald Duck trying his best to learn the new language. The radio spots have Donald reciting the Hindi alphabets and also encouraging Daisy Duck to do so. In his unique quacky voice, he seems at pains to learn the alien language but manages just fine in the end.
Speaking on the thought behind the campaign, Contract Advertising account director Ayesha Ghosh says, "The brief given to us was simple and Disney encouraged us to go creative on this one so that the campaign doesn't become just another blind spot. The idea was to attract attention and roll out a communication that works for the brand."
"All the outdoor ads have the popular characters learning Hindi, whereas the three radio spots have Donald in the lead role since his is the most identifiable voice among all the Disney characters," Ghosh adds.
The channels is also planning to roll out TVCs, which will be variations of the radio spots.
