Cartoon Network, Perfetti team up for unique brand promotion through animated film

Poplular kid's channel, Cartoon network has hit a novel way to promote Perfetti Van Melle's brand, Center Fruit by integrating it into its animation film.

It has incorporated the gum brand into its animated production along with Animasia, Balla Bowl, which is a cricket-based adventure story for kids.

The film will be available in Hindi, English, Tamil and Telugu, with a maiden show on 29 August.

The brand has been placed in parts of the script where an advertisement is expected by default such as the boundary walls, cricket ground, for branding the fours and sixes, and the trophy, said, Rohit Sarma, executive director, network ad sales, Turner International India.

He added that the venture is a seamless integration into the storyline, and not over-the-top and in your face.