Hershey India has announced a collaboration with the Discovery Kids channel for innovative 360-degree consumer activation for its leading lollipop brand Jolly Rancher.
Sarosh Shetty, Marketing Director of 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.”
The 360-degree consumer activation will be offering consumers an attractive Little Singham glitter sticker free with every pack of Jolly Rancher Lollipops. Depicting Little Singham at an iconic location, these stickers target to educate children about 10 such locations in the world.
Vikram Tanna, Head of ad-sales (South Asia), Discovery, stated, “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.”
The theme of the activation focuses on Little Singham traveling around the world through the stickers. In line with this theme, the animated TVC showcases him playfully going around renowned global locations while handing over a Jolly Rancher lollipop to his friends.
Tejonidhi Bhandare, COO of Reliance Animation, added, “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.”