Parle G powers 'Super K'

Parle G associates with Shemaroo for exclusive online release of kids' animation film

BestMediaInfo Bureau | Delhi | December 2, 2011

Shemaroo Entertainment set a new trend in Indian Animation Industry, by releasing Super K exclusively on Yahoo! Movieplex. Thus making Super K, first animated film to be released on online platform and to support this revolutionary idea, Parle G joins forces as the main sponsor of the film – a perfect brand that has recognition in the market as well as connectivity with children.

The film is about a very unlikely Super hero called “Super K.” Unlike most superheroes, who are born, he is created. But a goof up causes Super K to turn out to be a freak, unable to control his powers. Eventually he learns to focus and along with his friends, defeats the evil forces. The movie has a great message for all today's kids who are trying to survive in this competitive world. There is a super hero in each and every child if they only learn to focus on their own special ability. This forms the central theme of the Parle G-Super K co-branded TVCs shown on popular kids channels, which have been appreciated by children and parents alike.

The Parle G – “G Maane Genius” campaign has a very good brand fit with the film. In addition, the extensive online marketing and social media networking undertaken by the film's producers provided the perfect platform for Parle G to connect with the end audiences too. Other innovative marketing efforts such as game apps and Facebook contests allowed both the brands to connect and engage the same TG that their products share.

Mayank Shah, Group Product Manager – Parle G, Parle Products Pvt. Ltd. said, “Parle G is proud to take a pioneering step as the principal brand partner for Shemaroo Entertainment's Super K, which has been released online. We see perfect synergies as parents and kids will sit together and watch the film many times on their home computers or laptops. Parle G has a great chance to leverage this unique touchpoint to connect with consumers at their convenience anytime, anywhere and many times while espousing its health, nutritional and taste benefits.”

Talking about the association, Smita Maroo, Head- Animation, Shemaroo Entertainment Ltd., said, “We are pleased to associate with Parle G as the principal partner for our film “Super K” which we have released online. We are happy that Parle G is an early adopter of this trend, since children and parents spend significant time on the Internet. Shemaroo has always been at the forefront of the shift to on-demand digital entertainment and we are happy that Parle G has joined us to cater to this increasing online audience.”

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