MUMBAI:
Hershey India Pvt Ltd, a part of The Hershey Company, a leading global snacking giant, has partnered with Discovery Kids channel, for an innovative 360-degree consumer activation for its leading lollipop brand Jolly Rancher.
As a part of the tie-up, the unmistakable bold, sweet and tangy fruity flavors of Jolly Rancher will connect with its consumers across media through Little Singham. The superhero Indian character was launched by Discovery Kids in collaboration with Rohit Shetty Picturez and Reliance Animation.
The scaled activation will offer consumers an attractive Little Singham glitter sticker free with every pack of Jolly Rancher Lollipops. The stickers, depicting Little Singham at an iconic location, aim to educate children about 10 such locations in the world. This will be further accelerated through a intensive television campaign including in-show integration of Jolly Rancher in Little Singham episodes and integration of Jolly Rancher Lollipops in Little Singham’s Mobile game, which has garnered more than 17 million downloads.
In line with the theme of the activation, which focuses on Little Singham travelling around the world through the stickers, the animated TVC showcases him playfully going around renowned global locations while handing over a Jolly Rancher lollipop to his friends. As the animated characters bite into a pop there is the signature fruit burst on top of their heads which visually represent the fruity flavors of the Jolly Rancher lollipops.
Sharing his views on the alliance, Sarosh Shetty, Marketing Director, Hershey India Pvt. Ltd., said, “At Hershey India, we are constantly looking at innovative ways of engaging with our consumers. Jolly Rancher is a leading lollipop brand with a bold, fruity proposition. Associating with Little Singham fits well with the brand’s fun and vibrant personality. Jolly Ranchers Pops and Little Singham will excite our consumers across television, digital and gaming platforms”
Vikram Tanna, Head of Ad-Sales – South Asia, Discovery, said, “We are delighted to partner with Hershey India in this innovative 360-degree consumer promotion which will touch the heart of millions of young audiences across the country. This is a new benchmark being set for consumer activations; we will continue to innovate in our endeavor to create effective consumer promotions for partner brands.”
Tejonidhi Bhandare, COO, Reliance Animation, said, “Little Singham’s swag, action and humor, has won the hearts of young audiences across the country helping it emerge as a foremost character in a short span of time. The on-air campaign, show integration, digital activation, and mobile game integration make this association truly all encompassing.”
