Cartoon Network ups the marketing ante with global campaign ‘Redraw Your World’

Perfetti Van Melle India comes on board as the campaign’s 'presenting sponsor.'

Mumbai: Cartoon Network has revealed a new brand positioning and tagline ‘Redraw Your World’ across its key tentpoles in summer, the flagship school contact programme and the year end festive season. Perfetti Van Melle India has come on board as the campaign’s 'presenting sponsor.'

From 30 March onwards, viewers will be “able to enjoy a completely new look and feel of the Cartoon Network channel refreshed with vibrant colours, music and design, and an expansive new programming slate,” said the channel in a statement.

“With the Redraw Your World launch, we are all set to provide kids with a platform that celebrates uniqueness, empowers little actions and inspires storytelling,” said South Asia network head Cartoon Network and Pogo Abhishek Dutta. “It strengthens our content commitment for India with fun and family-friendly narratives starring popular and iconic characters, reflecting the world and depicting the tales of adventure and bravery.”

The campaign will feature alongside shows like “Ekans - Ek Se Badhkar Snake,” “Dragon Ball Super,” “Digimon Adventure,” Emmy-nominated series “Lamput,” “The Powerpuff Girls,” “Ben 10,” “Tom and Jerry,” and “DC Super Hero Girls” among others.

Cartoon Network will bring over 200 hours of fresh content including original homegrown series, international shows, acquisitions, and specials. The channel will also bring a special block for preschoolers under 'Cartoonito' later this year.

The tagline 'Redraw Your World' is a brand proposition that has been rolling out across the world.

“At Cartoon Network, we create original and diverse worlds that are vibrant and fun. Armed with creativity, ‘Redraw Your World’ is an extension of our global commitment to inject stories that reflect the world, inspire imagination, and empower kids,” said head of WarnerMedia Kids in Asia Pacific Leslie Lee.

The campaign will also have an on-ground activation in leading malls. Cartoon Network has partnered with the Indian Premier League (IPL) and several brands in the food and beverage and technology sectors.

In collaboration with the IPL team, Rajasthan Royals, Cartoon Network’s characters ‘Ekans’ and ‘Tom’ and ‘Jerry’ will co-create engaging content with the players for their digital platforms.

The channel has inked a deal with 99 Pancakes across its 33 outlets in 14 cities all through April to May and launched a curated menu.

Cartoon Network has partnered with Reliance Digital to bring its campaign theme closer to viewers with in-store displays and character meet and greets held across 100 outlets across Maharashtra and Gujarat.

In May, the channel will unveil a new music video anthem, that would be a hybrid of animation and live action to empower kids to 'embrace their true selves.'

The network has launched ‘Cartoon Network Fan Art’ talent showcase contest across Instagram, YouTube, Facebook where kids may follow the hashtag #RedrawYourWorld and participate.

The channel is planning to conduct its 15th edition of school contact programme across 13 cities followed by on-air content, social media activations and on-ground activities during Diwali and Christmas later this year.

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