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Lucky litres drive for little consumers
THE "FILL it, Shut it, Forget it" mantra clearly does not apply here. Giving toon lovers a reason to keep their car tanks full is the Bharat Petroleum Corporation Limited (BPCL) which has launched a special lucky litres drive to promote its `pure for sure' outlets across Delhi, Mumbai, Bangalore, Chennai, Kolkata and Hyderabad.
On offer is the chance to make an all paid trip to the Cartoon Network Beach in Gold Coast, Australia. All that a participant needs to do is to buy fuel worth Rs. 500 from a BPCL outlet.
While the toon beach will be a prize that only six lucky families will manage to win, also available will be various Cartoon network freebies like Dexter and Bravo watches, Powerpuff Girl's Dolls, Johny Bravo and Powerpuff Girl's pencil boxes, stationary cases and stickers.
To be on till mid February, the promotion only goes to show the power that the little consumers have on the market today. "Till now, all promotions by BPCL have been targeted at vehicle owners. We want to experiment organising a promotion that is targeted at children, who are fast emerging as important decision makers and have the capability to influence the purchasing behaviour of parents," points out the general manager of BPCL, S.Ramesh.
For Cartoon Network, this is a different kind of brand promotion but one that they hope will improve their score in the market further. "These are exciting times for us. It is the mission of Cartoon Network to make our properties and brand names available across platforms so that that they weave into the social and cultural fabric of our young viewers," said Jiggy George, the Director of Cartoon Network for India and South Asia.
By Lakshmi Balakrishnan
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