Center Fruit Promo, Case study BALLA BOWL by Maxus India

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BALLA BOWL

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Industry Chewing-Gum
Media Promo & PR, Case study
Market India
Agency Maxus India
Released August 2010

Credits & Description

Category: Best Use of Screens
Advertiser: PERFETTI VAN MELLE INDIA
Product/Service: CENTER FRUIT CHEWING GUM
Date of First Appearance: Aug 29 2010
Entrant Company: MAXUS INDIA, Gurgaon, INDIA
Client Leader: Sudarrshan Saha (Maxus Global)
Associate Business Director: Karan Tyagi (Maxus Global)
Group Head: Sangeet Kumar (Maxus Global)
Planning Head: Amit Tripathi (Maxus Global)
Manager: Abhimanyu Jain (Maxus Global)
Business Executive: Aprajita Virmani (Maxus Global)
General Manager: V Narayanan (Maxus Global)
Media placement: TV Promotion Spots (Mega movie stunt spot) - Cartoon Network - 15 July 2010
Media placement: TV Promotion Spots - Turner network, India - 14 Aug 2010
Media placement: Customized Aston Band & Ticker - Cartoon Network - 17 Aug 2010
Media placement: On Ground Activation - Delhi Public School, Delhi - 15 June 2010
Media placement: Electronic DM - Registered users of Cartoon Network Website - 22 Aug 2010
Media placement: Movie Premier on TV - Cartoon Network - 29 Aug 2010

Insights, Strategy & the Idea
Challenge - The challenge for Center Fruit was to increase preference and sales in a stagnant category. With TV being the most cost effective medium to target kids in India, the brief was to leverage limited budgets yet achieve scale in the mass market.

Insight – Passion points for Kids in India: Cartoons and Cricket. Their top role model: Cricketer Sachin Tendulkar (Source: IMRB-KidScan)

Barriers: India being a diverse country geographically and socio-economically, creating custom made properties solely targeted at kids become expensive and unviable for a brand which sells for Re. 1 (0.02US$). Cricket being the most expensive media property at any time

Idea - India’s 1st animation movie made exclusively for TV in partnership with Cartoon Network, India’s No. 1 Kids Channel. The theme of the movie was based on Cricket. The protagonist was named Sachin (named after India’s best Cricketer and current No. 1 role model for Kids).

Creative Execution
In the animated movie, the protagonist’s school team fights for the Center Fruit Cricket trophy. The trophy was shown to be “irresistible” like the brand.

Sachin and his team go through many hardships to eventually win the trophy at the end of the film. Center Fruit’s irresistible proposition was integrated within 10 unique sequences, summing up to 25 branded exposures.

The brand association was promoted across holistic touch points:
a) 500 school activations were carried out across 12 cities.
b) EDM’s were sent to 250,000+ registered users of Cartoon Network website.
c) 51 TV promos/day ran on the Turner network across India for 2 weeks.
d) 15 Custom ticker and Aston bands
The activity created a lot of buzz with 41 editorial articles featured in leading newspapers in India. Estimated earned media was 3 times more than paid media.

Results and Effectiveness
The innovative film was watched by 5.5million viewers. (Source: Nielsen/Kantar Research’s TAM Media measurement).

Spontaneous recall and brand preference scores moved up by more than 90% in the subsequent month post airing of the movie. (Source: Weekly Brand Track Scores from TNS Global Research-part of Kantar group)