TOM & JERRYCelebrating 70 years of fun

OVERALL COMMUNICATION OBJECTIVES

= Pranks!!=

Reiterate Cartoon Network’s

brand promise of “Animate

your Life”

Strengthen the legendary Tom & Jerry series as Cartoon

Network’s successfully running

top rater

Recreate the magic of timeless

tales of Tom & Jerry

KEY MESSAGES - TOM & JERRY

• 70 years and the magic of Tom and Jerry is still alive and kicking

• Tom and Jerry series is still the favourite of kids’ and even adults in India

• Cartoon Network offers a laughing treat to its viewers with half an hour of lovable Tom & Jerry in “Chooha Billi Chor Police” every Mon-Thurs. 6-7.30pm

COMMUNICATION STRATEGY

Multi-layered communication outreach planned to create buzz and gain traction in key metros + P1 HSM markets. Mix of tools leveraged to maximize visibility and noise for Tom & Jerry

Press Releases

Innovative outdoor hoardings

TJ Express

70 years of Tom & Jerry

Birthday bash with NGO

Birthday Themed events

TJ in Multiplexes

Interviews

Feature Stories

Consumer & trade emailersRadio Contests

Online promotions

TJ Downloadables

TV Channel- Studio visits

COMMUNICATION STRATEGY

PHASE 1: January 2010– Pan-India press release to announce the launch of “Chooha Billi Chor Police”

programming block on Cartoon Network in January 2010

PHASE 2: February 2010 – Announced the launch of ‘TJ campaign’ highlighting all engaging elements marking 70

years of Tom & Jerry – TJ Express, On-air contests, multiplex activity, birthday parties etc.

PHASE 3: March 2010 – 3 city Birthday themed events for media, distribution, ad-sales clients with their kids and

celebrities • Chandigarh | Mumbai | Ahmedabad

• Gala culmination in Delhi on the eve of April Fools Day – March 31

– Extensively supported marketing event for Navjeet NGO in Mumbai

– Tom & Jerry visit to national TV news channel studios in Delhi and Mumbai

• CHANDIGARH: MARCH 18 – Elements: Birthday themed event for media and their kids. Tom & Jerry

performance on foot tapping bollywood number was followed by another photo opportunity moment - Tom & Jerry birthday cake cutting with Krishna Desai

• MUMBAI: MARCH 20 – Elements: Supported marketing event with Navjeet (NGO). Roped in Saloni

Daini, India’s youngest stand-up comedian for an act with Tom & Jerry; followed by cutting a cheese shaped cake by Saloni, Monica Tata and Diana Hayden

• AHMEDABAD: MARCH 27 – Elements: The Birthday Party themed event with the food game and tattoo

artist. India’s youngest comedian – Saloni Daini performed a stand-up act with Tom & Jerry followed by the cutting caking ceremony with Krishna Desai as the photo-opportunity

BIRTHDAY THEMED EVENTS

• DELHI : March 31

– Elements: Concluded the Tom & Jerry campaign with the grand Birthday Celebration in Delhi on the eve of April Fool’s day, March 31

– Besides Tom and Jerry performance, India’s leading stand-up comedian Vir Das performed a Tom & Jerry specific act that enthralled the audience.

– India’s renowned cartoonist Sudhir Tailang along with Monica Tata presented the Lifetime Achievement Trophy to Tom & Jerry for entertaining the viewers for seven decades.

– The entire event was themed to exude Birthday Party “look and feel” with a game zone in the pre-function area, a photo-kiosk and a tattoo artist. The grand finale had Tom & Jerry with Monica, Vir and Sudhir cut a cheese shaped Birthday cake.

– Outcome: The Birthday party was a great success with packed house with 200+ attendees which included media with kids, ad sales and distribution clients with kids and some of Delhi’s celebrities with their kids

FINALE CELEBRATION

VENUE SET UP: STAGE

SET UP: VENUE PARTY ROOM

GAMES ZONE FOR KIDS & ADULTS TO ENJOY MORE OF TOM & JERRY!

PHOTO GALLERYNEW DELHI PARTY

PHOTO GALLERYAHMEDABAD & CHANDIGARH

TOM & JERRY GOODY BAG

Cartoon Network goody bags with Tom & Jerry masks, photo-frames, towels and candy boxes given to all attendees across

events

RESULTS

Excellent TV splash with 41 news channels covering Tom & Jerry’s

70th birthday celebrations

Readership (Print and Online): 46 Million

Viewership (TV): 13 Million

312 clips/coverage generated including top publications (English &

Hindi), channels and online media

CELEBRITY SPEAK……

In the early 90s Tom and Jerry had a niche audience in India, largely the English speaking ones. Today, there are two groups of Indians - one that has grown up watching Tom and Jerry and the other that has been recently introduced. Now, people here relate no differently with Tom and Jerry than people in the West – Prasoon Joshi, Bollywood Lricist and Adman

I think I have learnt a lot from Tom & Jerry. I have grown up watching the show, and that is where I got a lot of ideas for doing action. In fact, some of my earlier action (scenes) was copied from the cartoon series – Akshay Kumar, Bollywood Actor

Tom and Jerry is one of the best things that could have happened to the world. My favourite character has always been Jerry because of his never-ending enthusiasm to win. He knows how to wade his way

around and get an upper hand – Pooja Bedi, Actor

They should be given a contemporary look. I would design them in a pair of skinny and a funky pair of blue jeans and cool t-shirts. Jeans could be embedded with crystals and a hat to accompany it - Jattinn Kochhar, Fashion Designer

Tom and Jerry combines the best simplicity with mischief. The speed at which they chase each other and turn the entire neighborhood in a complete mess is a thing to truly die for – Shaina NC, Politician/Fashion Designer

CELEBRITY SPEAK……

STAR STRUCK AT TOM & JERRY BIRTHDAY BASH

o Monisha Bajaj – Designero Kanchan Kapoor – Socialiteo Jattin Kocchar – Designero Payal Kapoor – Interior Designero Payal Kapoor – Gallery owner and a fashion

designero Priya Jain – Entrepreneuro Kalyani Chawla - Socialiteo Priti S. Kapoor - Designero Tanisha Mohan - Socialiteo Charu Parashar - Designero Nidhi Jain – Gallery ownero Payal Sen – Socialite o Garima Jain - Socialiteo Nida Mahmood - Designero Hemant and Nandita - Designerso Juhi Singh – Entrepreneur o Alia Madhu - Socialte

MAKE WAY FOR THE ‘TJ’ EXPRESS!

- An exclusive TJ Express ran in Mumbai from the 8th of March for one month

- As the name suggests, the TJ Express was completely branded in TJ elements

- The train halted at 19 stations and did around 12-15 trips a day on the western line

- Reach – 4.8 mn

‘TJ’ ON THE ROADOUTDOOR

- A trade centric campaign in Mumbai - 2 week campaign started the week of 15th Feb - “TJing the

town”- Reach -2mn (approx)

Billboards at all prominent locations across the city

‘TJ’ IN MULTIPLEX- Pan India tie up with a leading multiplex chain - 27 Key locations across 8 cities and around 40 screens- Dates: Feb – March- Special TJ Seats in the theatrePeople in certain seats in the T row and J row got special TJ

goodies- Branding in Multiplexes- TJ Spots played out across all 40 screens- Reach - 250000

TJ Flyers given out with movie tickets and Poster at the BO

TJ Standees at all multiplex locations

TJ Surprise during the Movie interval

The winner walks away with a Popcorn + Coke Combo

TJ Surprise during movie interval

CELEBRATING ‘70 YEARS OF TJ’ WITH NAVJEET

- CN joined hands with an NGO called Navjeet in Mumbai to celebrate 70 years of Tom & Jerry on Mar 20

- This gala event saw the presence of Ex Miss World Diana Hayden, India’s youngest stand-up comedian Saloni Daina along with performances of Tom and Jerry

- T&J performed with the NGO kids and also cut a birthday cake along with all the dignitaries

- The theme of the evening was centered around TJ’s 70th Happy Birthday!

- Reach - 1000

Enthralling the audience with a fabulous performance with Saloni and the NGO kids

The BIG Moment…HAPPY BIRTHDAY TOM & JERRY!!

ONLINE

- Communicating the concept of ‘TJ’ and building buzz around it- Served as a means of entry mechanism for the contest wherein kids

sent in their prank ideas on how to play a gag on Tom & Jerry- Provided relevant information on all aspects of concept leading up to

programming info on the T&J block on 1st of April- Micro site which allowed kids to download ‘TJ’ content including

wallpapers/screensavers etc

Contest page on CartoonNetworkIndia.com

EMAILERS SENT TO CONSUMER DATABASE

TJ DOWNLOADABLES

- TJ Screen Saver- http://www.cartoonnetworkindia.com/funstuff/shows/tom_jerry/Tom_Jerry_Sc

reensaver_IN.zip

- TJ Song

‘TJ’ ON THE AIRWAVES

RADIO- An extensive radio campaign in March to build buzz and

curiosity about TJ- A special TJ centric contest was conducted

- Contest Entries - 5000- TJ Jokes were played on air to with an aim to spread the spirit

of TJ all over- Reach – 1.35mn

TRADE EMAILERS

TJ Teasers

Mischief turns 70!

OVERALL CAMPAIGN REACH

8.68 mn

THANK YOU!