Disney- Pixar’s Cars ropes in multiple brands for promotion

Disney- Pixar’s animated film ‘Cars’ is due for release on 4 August.
This film boosts of having worked on interesting marketing and
promotion strategies for its India release. The target audience for
the film being kids, the film has allied with such brands.

“We at Sony Pictures thought it is essential to market the film in a
way that it reaches out directly to our target- Kids. Hence we roped
in brands like Kellogg, McDonald, Kissan Jams to give away mini cars,
trading cards, posters etc.” , informs Divya Pathak Marketing Manager,
Sony Pictures.


The film also has an in-film brand placement of car tyre and rubber
company- Goodyear. “Yes, Goodyear has been well associated with the
film Cars. You will see and hear a lot of Goodyear – ‘Cars’ ads in
newspapers and radio”, Divya adds.


No cars film or event can ever be complete without Michael Schumacher.
So is the case with the film ‘Cars’. But the only difference is that
Michael Schumacher appears as a Ferrari because the film has no human
characters. In the film Ferrari has also been showcased at many
places.


Disney Publishers will also be releasing books including story books,
color books and activity books. Special contests will be help on
Disney channel, Star Movies and Channel V.

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