MUMBAI: With the summer holidays round the corner, Disney Channel has lined up a slew of activities for the kids.

The channel has launched its new ‘Lose Control’ campaign, which encourages kids to go wild.

Beginning 16 April, kids can take part in the ‘Lose Control’ contest where all they have to do is catch their favorite characters in one of the ‘Lose Control moments’ shown daily on the channel.

Three lucky winners of this contest will get an opportunity to go to Disneyland, Hong Kong along with a guardian. There are 20 video games to be won everyday and 50 scooties to be won weekly.

The Walt Disney Television International (India) director marketing and communications Tushar Shah said, “We have continuously upped the bars on interactivity for the viewers on Disney Channel. Our on-air themes are seamlessly blended into off-air initiatives. The ‘Lose Control’ contest is a definite ‘edge of the seats’ high octane, interactive contest that our viewers would love this summer. We have also upped the noise levels through a multimedia campaign to ensure that this theme remains the flavor for kids throughout the vacations.”  

The programming line-up also adds flavour to the season. Disney Channel’s summer programming is a slew of Disney’s top shows in the ‘Lose Control’ prime time block of 4 pm to 8 pm. These will include new episodes of Vicky & Vetaal, and the musical Dhoom Machao Dhoom, Akkad Bakkad Bambey Bo, Recess, Hannah Montana, Art Attack and the movie series Hanuman.

The Walt Disney Television India executive director production and programming Nachiket Pantvaidya added, “Disney Channel reflects the moods and lives of kids and families. This summer holiday, we want the kids to celebrate the holiday mood at the fullest on our channel. The programming block is designed to satiate the gigantic appetite for entertainment during vacations.” 

The ‘Lose Control’ theme will be highlighted through an integrated marketing campaign incorporated in the on-air elements such as channel bug, promos. The same campaign would be taken off air through a series of BTL and ATL activities like school contact program across 12 cities, outdoors in 16 cities, road shows and cable activity across 20 cities – all focusing on the ‘Lose Control’ contest and the shows.

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