MUMBAI: If you thought on-ground activation was the exclusive domain of big television channels, think again.
Niche channels like Pogo and Cartoon Network too are engaged in strengthening direct connect with audiences, in this case - kids.
A case in point is the School Contact Programs (SCP) conducted annually by these two channels from the Turner India stable.
This time round, Pogo’s SCP, spanning July to September, targeted around 500 schools in eight cities, including Mumbai, Bengaluru, Delhi, Hyderabad, Ahmedabad, Hyderabad, Ludhiana and Chennai. The program saw the kids’ most loved character Chhota Bheem conduct Bheem’s Masti Ki Class across schools. Children were educated about issues like hygiene, internet security, team work and traffic signals through interactive games. The medium of instruction was Tamil in Chennai, Gujarati in Ahmedabad and so on. At the end of these sessions, students took home goodies and sponsor samples. Each activity lasted approximately three hours and touched nearly 900 students per school. Students from standards one to eight participated, sans their parents.
Says Turner International India senior director and network head Krishna Desai: “These SCPs provide an excellent platform to build a bridge between kids and their favourite channels and characters. Valuable lessons are imparted to kids in an entertaining format with branded games, activities and prizes. In addition, our advertisers also get a direct platform for their target audiences.”
Bheem’s Masti Ki Class was presented by Knorr Soupy Noodles, powered by Parle G, with associate sponsors including Honda, Dabur Hajmola Anardana, ICICI Prudential and TAT-O.
“Metros provide the necessary number of schools and students to help us achieve our goals,” adds Desai.
The theme of Cartoon Network’s SCP this year was Go Active Move It Movement based on tips and games to keep kids fit and active. The program featured several popular characters like Kris (from Roll No. 21) and Tom, Jerry and Oggy (from Oggy and the Cockroaches). The SCP was presented by Parle G, powered by Alpenliebe Juzt Jelly, with associate sponsors including Dabur Real Juice, Dabur Red Toothpaste, Hero Cycles & Yellow Diamond Chips.
Chhota Bheem engages kids during an interactive session with school children
The marketing departments of both Pogo and CN handle all activities while on-ground is deputed to specific agencies.
For kids who can’t get enough of their favourite characters on their favourite channels, this sure is a great way to keep connected with them.
