Financial Daily from THE HINDU group of publications
Tuesday, May 13, 2003
Financial Daily from THE HINDU group of publications Tuesday, May 13, 2003 |
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Marketing
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Strategy TriStar plans big push for Jungle Book 2 Rina Chandran
MUMBAI, May 12 IT is the summer of children's films, and after 3D and fantasy, it will be the turn of the jungle, as Walt Disney's much-loved animated classic, The Jungle Book 2, will hit theatres on May 23. Columbia TriStar Films of India (CTFI) is distributing 30 prints of this sequel to the 1967 film, in English and Hindi, with a big marketing push. The film is being positioned as the "event" film for the summer, and the marketing campaign seeks to build on the emotional bond that audiences have with the characters and the film, and the strong Indian connection. The film, which is targeted primarily at five to 12-year-olds (mainly boys), and then at 13-16 year olds and families, is being marketed through various kids-focused TV channels, ground promotions, outdoor and transit advertising in Mumbai and Kolkata, and tie-ups with Cadbury's Gems, Pantaloon, McDonald's, NIIT and Egmont Publishing. In-theatre promotions include interactive kiosks at branded concession stands and branded snack containers. There will also be promotions in children's magazines, entertainment parks in Mumbai, Delhi, Kolkata and Chennai, school programmes and road shows in the major metros. Promos include merchandise and comics, and point of sale activity in retail outlets such as Big Bazaar, Shoppers' Stop, Food World and Nilgiris. The Jungle Book 2 begins shortly after the original film ended, with Mowgli living in a village with his new family — a stepbrother, Ranjan, and his best friend Shanti.
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