| A strategic initiative to bring insights into the
world of kids
Mumbai, June 13, 2006: Disney, the world’s number one media
brand and GroupM, the world’s leading full service media investment
management company have joined hands to launch ‘Disney’s
KidSense’ in India.
KidSense is a strategic effort by Disney and GroupM to explore
the world of kids and share insights with the media and marketing
fraternity. This initiative includes annual research and periodic
forums for deliberations and creating opportunities to understand
the largest kids market in the world - India. This announcement
was jointly made today, by Rajat Jain, Managing Director, The Walt
Disney Company (India) and Ashutosh Srivastava, CEO, GroupM, South
Asia.
Disney’s KidSense will be the knowledge powerhouse for all
stakeholders in the kids segment in the country. Using strategic
insights gathered from research, opinions from childhood experts,
media professionals, international learning and experience of the
two giants, KidSense aims to fill the information need gap in the
industry. As part of this initiative, KidSense today released its
first two-part Research Study, which will provide a window into
kids’ minds, interests, their behaviour, and influence on family
purchase decisions.
Rajat Jain, Managing Director, The Walt Disney Company (India)
said “Kids have increasingly emerged as savvy, sensitive and
an extremely important consumer segment today. As global leaders
in this genre, it is our responsibility to understand kids and provide
a knowledge-house for all the stakeholders. We believe that Disney’s
KidSense would act as a credible reference-point for the industry,
our business partners and help grow the business in this industry
as a whole.”
“This initiative with GroupM is an important step towards
addressing the missing links into the external and internal realities
of this genre. The four to fourteen age group is definitely one
planet with multiple worlds. You can no longer treat them all as
a homogenous group. The kids market in India is in a growth phase
and marketers are interested in learning about this segment more
than ever before. With Disney’s KidSense, we are beginning
to equip ourselves to provide answers to most queries on kids”,
he added.
Ashutosh Srivastava, CEO, GroupM, South Asia said, “The association
of GroupM with Disney is all about unlocking value in this growing
market segment of young consumers. An important learning for all
is that kids like to be spoken to in their own environment –
their schools, their play areas, their homes and their shows. Disney’s
KidSense shows new realities of influence from this genre on purchase
decisions in categories ranging from confectionery to cars and insurance
companies. The latest mantra for marketers should be - talk the
kids language to enter their homes. With this association, we have
created a solid information base to address planners’ needs
for the genre.”
The two parts of this elaborate research (quantitative and qualitative)
were conducted and collated early this year by leading research
firms - Indica Research Practices and Consulting and Third Eye across
twelve markets in India. Over 4000 kids across the country were
studied over a three month period to delve into their tastes, behaviour
and influences on purchase decisions on 15 product categories ranging
for confectioneries, commodities, FMCG, white goods, and services.
KidSense also includes the perspective of caregivers to draw insights
on the developmental, social and behavioral reality of Indian kids.
For the first time in India, this study provides a detailed analysis
of kids between the ages of 4-14 with segmentation that brings out
a clear distinction between the 3 main groups – 4 to 5, 6 to
9 and 10 to 14. It offers a full section on kid-power, which covers
15 non traditional product categories and answers a broad spectrum
of advertiser’s queries.
About The Walt Disney Company:
The Walt Disney Company, together with its subsidiaries and affiliates,
is a diversified, international family entertainment and media enterprise
which includes Walt Disney Parks and Resorts, The Walt Disney Studios,
ABC, Inc., ESPN, Disney Channel, Toon Disney, Disney Consumer Products,
television and radio stations and Internet web sites.
About GroupM:
GroupM, the world’s leading full service media investment
management operation, includes MindShare, Mediaedge:cia, MediaCom
and MAXUS. It has pioneered diversified services such as branded
entertainment, data analytics, digital media, and brand activation.
The focus of GroupM is the intelligent application of volume and
scale in trading, innovation and quality of services, in order to
bring benefit to clients and the companies it operates. GroupM believes
that all communications planning begins with Consumer Insights.
For Media Enquiries please contact:
K. Seshasaye / Pooja Verma
Walt Disney Television International (India)
Tel: 5651 6630 / 6628
Mob: 9820715609 / 9820139811
pooja.verma@disney.com
seshasaye.kanthamraju@disney.com
Ameeta Sequeira / Khyati Parekh
Corporate Voice|Weber Shandwick
Tel: 2281 2960/ 2281 2957
ameeta@corvoshandwick.co.in
khyati@corvoshandwick.co.in
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