Pogo and Kellogg’s Chocos have collaborated to deliver the first of its kind branded mini-series. Featuring India’s favourite superhero Chhota Bheem and Chocos mascot Coco, the four episode series titled Coco aur Chhota Bheem ka Dhamaal has been airing every Sunday in October at 9:30 am on the channel.
Kellogg’s MD – India& South Asia, Harpreet Singh Tibb said in a statement: “At Kellogg’s we believe in providing wholesome nutrition and tasty breakfast options to nourish families so they can flourish and thrive. Kids in our view are fearless and there is no anxiety among them as they are growing up. We need to ensure that we provide kids the right environment so they can enjoy childhood and are prepared to take on the challenges thrown at them. Our brand Chocos believes in celebrating ‘uninhibited childhood’ and we are always looking at creating experiences that enable the kids to have fun while growing up. The brand has been creating unique experiences such as the chocos cereal factory at Kidzania and the online gaming platform Chocoland to engage and educate kids. We have now signed up a unique partnership between the brand Chocos and Chhota Bheem wherein Coco, the brands mascot gets an opportunity to become part of Chhota Bheem’s gang. This unique association brings together two brands loved by kids: Chocos and Chhota Bheem. Both coming together under one platform will surely delight kids. When Mindshare proposed the idea of associating with a show like Chhota Bheem we knew this would help grab innumerable eyeballs among the target group.”
In a highly competitive and cluttered TV advertising environment, this endeavour seamlessly integrates a brand into the storyline of the content. Within the kids’ genre, this is an unconventional route to engaging children with entertaining content that also subtly reinforces the brand’s attributes.
Mindshare – West, Anita Kotwani, said: “This is the first of its kind initiative in the kid’s space. From a brand perspective what works is that it is not an innovation for the sake of innovation, but a strategic initiative intrinsic to what the brand stands for and that is what we did by partnering with Pogo at the scripting stage itself instead of looking at tactical opportunities in the show. We are proud of the outcome and hope to be well received.”
In the four episodes of Coco aur Chhota Bheem ka Dhamaal, Bheem and his friends will leave Dholakpur to explore the new world of Chocoland with Coco and undertake exciting adventures with their new friend. Coco aur Chhota Bheem ka Dhamaal has aired on 05, 12, 19 and the final episode will air on 26 October 2014 at 9:30 am.
Turner International India – South Asia MD Siddharth Jain said: “This partnership brings together two very much loved brands in India and showcases the kind of creative and innovative solutions Turner can offer in engaging our viewers in an entertaining and compelling manner.”
Mindshare has been the catalyst in conceptualising and executing this project.