The marketing strategy for the show involves a multiplatform approach including on-air, on-ground and online
BestMediaInfo Bureau | Delhi | August 3, 2012
First produced in 1999, the ‘Oggy and the Cockroaches’ series on Cartoon Network is becoming an important franchise in India. The show, aimed at 4-14-year-olds is an important acquisition for Cartoon Network across the Asia Pacific region. In addition to the new episodes, the order will also include some special episodes that will take Oggy and his mischievous roaches out of their regular episode format to feature them in new environments and situations. An international success, the channel now aims to increase awareness and build recall that the show will now be airing on Cartoon Network.
The marketing strategy involves a multiplatform approach including on-air, on-ground and online. Monica Tata, General Manager, Entertainment Networks, South Asia, Turner International India, explained the on-air promotion, “To fuel tune-ins and increase the on-air excitement, Cartoon Network has launched a contest called ‘Oggy di New House Party!’. The SMS-based responses would win exciting Oggy and the Cockroaches merchandise, with the bumper prize being a gift voucher worth Rs. 50,000 for a fabulous home makeover.”
Apart from the on-air marketing initiative, the on-ground school contact programme that is the key highlight of the marketing mix. The contact programme is underway across seven cities, that is, Delhi, Mumbai, Bengaluru, Hyderabad, Kolkata, Chandigarh, Coimbatore and Madurai. “By tapping almost 550 schools, we are engaging over five lakh children through games, activities, merchandise based on Oggy and the Cockroaches,” said Tata, adding, “We are currently in discussions with regard to licensing Oggy and the Cockroaches merchandise in India.”
To announce the show, the entire Cartoon Network website – www.cartoonnetworkindia.com, has been given a new look to reflect the Oggy and the Cockroaches theme. Cartoon Network is also creating several games based on the show.
On the expectations from the show, Tata said, “Oggy and the Cockroaches, an iconic comedy animated series has performed exceedingly well internationally and in India. Currently, it is one of the most popular shows in India in the league with ‘Ben 10’ and ‘Chhota Bheem’. We are already witnessing a surge in the relative share of Cartoon Network leveraged from the popularity of the show. We expect the show to continue to deliver very high ratings earning 100 plus yield, and take Cartoon Network to the Numero Uno position.”