2. OVERALL COMMUNICATION
OBJECTIVES
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3. 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
4. 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 TJ Express
Releases Birthday Themed events
Innovative outdoor
Interviews
Birthday bash with NGO hoardings
Feature Stories
TV Channel- Studio visits
70 years of
Tom & Jerry
Consumer & trade
Radio Contests emailers
TJ in Multiplexes
Online promotions
TJ Downloadables
5. 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
6. BIRTHDAY THEMED EVENTS
• 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
7. FINALE CELEBRATION
• 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
13. TOM & JERRY GOODY BAG
Cartoon Network goody bags with Tom & Jerry masks, photo-frames,
towels and candy boxes given to all attendees across events
14. RESULTS
Readership (Print and Online): 46 Million
Viewership (TV): 13 Million
312 clips/coverage generated including
top publications (English & Hindi), channels
and online media
Excellent TV splash with 41 news
channels covering Tom & Jerry’s
70th birthday celebrations
15. CELEBRITY SPEAK……
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
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
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
16. CELEBRITY SPEAK……
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
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
17. STAR STRUCK AT TOM & JERRY
BIRTHDAY BASH
o Monisha Bajaj – Designer
o Kanchan Kapoor – Socialite
o Jattin Kocchar – Designer
o Payal Kapoor – Interior Designer
o Payal Kapoor – Gallery owner and a fashion designer
o Priya Jain – Entrepreneur
o Kalyani Chawla - Socialite
o Priti S. Kapoor - Designer
o Tanisha Mohan - Socialite
o Charu Parashar - Designer
o Nidhi Jain – Gallery owner
o Payal Sen – Socialite
o Garima Jain - Socialite
o Nida Mahmood - Designer
o Hemant and Nandita - Designers
o Juhi Singh – Entrepreneur
o Alia Madhu - Socialte
18. 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
19.
20. ‘TJ’ ON THE ROAD
OUTDOOR
- A trade centric campaign in Mumbai
- 2 week campaign started the week of 15th Feb - “TJing the town”
- Reach -2mn (approx)
22. ‘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 theatre
People 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
23. TJ Flyers given out with movie tickets and Poster at the BO
TJ Standees at all multiplex locations
24. TJ Surprise during movie interval
TJ Surprise during the Movie interval
The winner walks away with
a Popcorn + Coke Combo
25. 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
28. 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
32. ‘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
