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Oct, 18 2014

Kellogg’s signs a promotional deal with \'Chhota Bheem\' TV series

The attempt is not just to break the clutter of TV commercials but also to leverage the growing fan base of its property Chocoland with Chhota Bheem, one of the country\'s most popular cartoon characters, stated the release.

Kellogg’s has signed a unique promotional deal with TV series “Chhota Bheem’ telecasted on Pogo, according to a report published in Economic Times.

When Pogo starts its new series about the adventures of 'Chhota Bheem' and his gang in the mythical land of Dholakpur next week, the episodes will also be about Kellogg's quest to sell more chocolate cereal.

Chhota Bheem's escapades will revolve around a river of milk, chocolaty waterfall and volcano in a storyline co-scripted by Kellogg and Pogo.

There will be a new character - Coco, the Kellogg mascot.

"What we are now getting is content close to 20 minutes from four episodes each, which will amplify our frequency and will work far better than a 30-second TV commercial. At the same time children will have better and unique experiences too," said Harpreet Singh Tibb, Marketing Director, Kellogg’s India.

The attempt is not just to break the clutter of TV commercials but also to leverage the growing fan base of its property Chocoland with Chhota Bheem, one of the country's most popular cartoon characters, stated the release.

For Kellogg, it's part of a larger strategy to develop its mascot as a standalone kid's brand rather than just be associated with cereals.

In the Rs 800 crore organised Indian breakfast cereal market, Kellogg holds a more than 60 percent share but competition has intensified as companies such as PepsiCo, GlaxoSmithKline and Dr. Oetker push products such as oats, muesli and ready-to-eat Indian options. 

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