The Hindu Business Line : ITC Foods ties up with Cartoon Network to promote Sunfeast thru `Beyblade'

CARTOON Network Enterprises (CNE) has signed a deal with ITC Foods to promote the Sunfeast Cream Biscuit and Sunfeast Pasta Treat brands through Cartoon Network's popular third-party character, "Beyblade", marking CNE's foray into third-party promotional licensing. Kids can now feast on Sunfeast Cream Biscuits and Sunfeast Pasta Treat and also play with their favourite Beyblade toys. As part of the promotion, ITC Foods' brand ambassador and actor, Shah Rukh Khan, will star in a new TV commercial that goes on air tomorrow (February 17). "Having pioneered the concept of promotional licensing in the country with both traditional kids' clients as well as non-kids' clients, where our iconic characters have promoted and built brands across categories, the Beyblade promo marks Cartoon Network Enterprises's foray into third-party promotional licensing," said Mr Jiggy George, Director, Cartoon Network Enterprises - India & South Asia.

"Sunfeast is a brand synonymous with fun and warmth for the child. We have endeavoured to add a touch of excitement to a child's life. Beyblade is the latest craze among children. Sunfeast draws on the synergies arising from the association, by bringing to the child a host of toys centred around the Beyblade theme," said Mr Ravi Naware, CEO, ITC Foods.

Set on the model of `Buy & Get Free', the Beyblade promotion offers a range of in-pack Beyblade give-aways with purchase of Sunfeast Cream Biscuits and Sunfeast Pasta Treat.

Sunfeast Cream Biscuits offer a toy inside each pack, with more than 15 different types in all, ranging from flying discs, whistles, stampers, key chains, pencil toppers to stencils, friendship bands, rings and sharpeners.

Purchase of Sunfeast Pasta Treat offers a Beyblade trading card inside each pack that makes up an interactive game based on the traits of the characters on the Beyblade show. Kids can also redeem rip-off strips from their trading cards to get Beyblade merchandise such as sippers, T-shirts and Beyblade tops.

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