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Cartoon
Network set tolaunch Toon Cricket 2001
Our Bureau
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New Delhi
: Reacting to the match-fixing controversy, Cartoon Network
isplanning to infuse some fun and vigour into the game. Never
mind if thatplan happens to be a marketing strategy for this
television channel. On thepattern of Toon Cricket '99, the
channel is all set to launch its newmarketing event for the
season - Toon Cricket 2001.
To take off at Andheri Sports Complex in Mumbai on March 4,
Toon Cricket2001 will travel to Delhi's Jawaharlal Nehru Stadium
on March 6. The eventwill be presented by the hot favourite
popcorn brand, Act II Popcorn, andco-sponsored by Pim Pom
(a lolly-pop brand), Cadbury's Milk Treat and ParleFun Centre.
Announcing
the event at a press conference here on Thursday, Ms HemaGovindan,
vice-president, marketing, Turner Entertainment Networks Asia,said
that the objective behind organising Toon Cricket 2001 is
to blur theline between the toon world and the real world.
``The channel should beintrinsic to the pop culture in India,''
says Ms Govindan, and Toon Cricket2001 is a step towards that
objective.
Added
Mr Anshuman Misra, Managing Director, Turner International
India, thatan onground event such as this one is a good way
to localise the channel.``It's one of the biggest marketing
initiatives by the channel,'' he said.Above all, said Ms Govindan,
such events bring in more loyal viewers.Significantly, she
said: ``We want to tap new and untutored audience throughour
marketing efforts.'' While agreeing that it requires huge
resources tolaunch such a campaign, she said that the objective
of the channel is notsingularly to look at revenue prospects.
``Even if there's no revenuepotential in this, we would go
ahead with it to be able to interact withpeople.'
Although
refusing to divulge any revenue figures or growth target,
MsGovindan said other marketing initiatives have also been
launched to supportToon Cricket 2001. The channel, she said,
has launched an aggressiveintegrated marketing campaign including
on-ground promotions, printadvertising, outdoor hoardings
and cross-promotion onCartoonNetworkIndia.com.
As part
of this campaign, an open float called `Toon Mobile' will
touracross Delhi from March 2 to 5 to distribute the event
passes. One may evenfind toon cricketers conducting net practice
on board the Toon Mobile.Coming to Toon Cricket 2001, Ms Govindan
said that it would be achoreographed limited over event. There
would be two teams: Inventors led byDexter and Snackers led
by Scooby Doo with eight players in each team. Amongthe other
attractions would be the presence of cricketer Vinod Kambli,Indipop
singer Devang Patel, and veejay Nikhil Chinappa. Apart from
that,there would be special kiosks for children where they
can explore theWebsite of Cartoon Network and experiment with
the Web games, Ms Govindansaid. What better way than this
to get loyal audience!
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