Palasa Creative House wins 'My' toys creative duties worth Rs 30 mn

MUMBAI: Mumbai-based Bounce Enterprises is foraying into the Indian toy market in the next two to three months and thus, in a bid to expand its brand presence, has roped in Palasa Creative House as its creative partner.

According to sources close to the development, the size of the account is pegged to be in the region of Rs 20-30 million. 
Bounce Enterprises will debut in the toy market with the ‘My‘ brand, donning the tagline, ‘its only for me‘ and will initially target preschoolers aged 2-5 years.

Says Bounce Enterprises director marketing Quamar Ahmad, "We will also be launching gaming consoles in the first phase. Both the products will hit the Indian market in the next two months two months under the ‘My‘ brand. The prices will be set at Rs 99 and upwards. We will also be looking at tying up with International companies for product distribution." 
As part of its new mandate, Palasa, the brand communication agency, will design the brand logo and packaging for Bounce‘s toy range and will also conduct on ground activation for the same.

Says Palasa Creative House founder and creative director Sandeep Bomble, "The campaign will be designed on the theme ‘each child is unique‘ and to substantiate the same each product will have different colours to match up with a child‘s individuality."

"The first television commercial will be rolled out in the second half of 2010," adds Bomble.
The campaign will predominantly target urban mothers aged 25-40 years in the SEC A, B+ and B cities.

"We want to be big in the category and grow the category too and making the category grow, demands a perception change," says Bomble.

According to industry estimates, the Indian toy market is currently pegged at approximately Rs 12 billion and is expected to grow at 15-20 per cent in 2010.

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