Cartoon Network launches new campaign, Redraw Your World
New Delhi: The popular kids television channel Cartoon Network announced the launch of a new campaign entitled Redraw Your World. The channel launched 200 hours of fresh content on Wednesday, March 30, 2022, onwards.
South Asia Network Head Cartoon Network and Pogo, Abhishek Dutt, said, “In 2020, we saw a peak in terms of viewership which normalised in 2021. Now that schools have reopened, we have seen a further dip in viewership. However, over the weekend, the viewership continues to remain very high, and in comparison to 2019, our viewership is still higher because there is only 66% TV penetration in India, we expect the viewership to rise going forward.”
The channel has planned over 200 hours of new content for the financial year 2023. It will showcase new episodes of the existing programmes, including Ekans – Ek Se Badhkar Snake, Dragon Ball Super, Digimon Adventure, Lamput, The Powerpuff Girls, Ben 10, DC Super Hero Girls, Courage the Cowardly Dog, and Tom and Jerry.
Cartoon Network also plans to launch Cartoonito for pre-schoolers and set up a strong content line-up. “Our content strategy will involve our local, home-grown shows and localisation of our international library of shows. Additionally, we will acquire content over the year,” Dutt said.
Talking about launching campaigns and unveiling a new music video anthem, Dutt said, “We are doing a 360-degree campaign for Redraw Your Summer with equal focus on traditional mediums such as TV, digital, and below the line (BTL) activations. The aim is to be present wherever kids are.”
Cartoon Network has collaborated with the Indian Premier League (IPL) and Reliance Digital for the Redraw Your World Campaign.
(Avya Mathur)
