The marketer's wholly-owned Bombay-based Cadbury Schweppes Beverages India subsidiary will initiate the Crush Summer Festival that offers children of Citibank cardholders in Bombay, Calcutta, Delhi, Poona, Madras and Bangalore a Citibank-Crush Privilege card.
The privilege card allows access to free tickets to the premieres of four popular children's movies. The flicks - Hercules, Flubber, George of the Jungle and the locally made Chota Chetan - will open soon in Indian cinemas to coincide with the onset of the hot summer season and vacations.
Cadbury has also roped in Bombay-based WD Consumer Products, Walt Disney Co.'s Indian joint venture, to offer Citibank-Crush Privilege cardholders discounts on Disney merchandise if the children buy Crush at the cinemas playing these movies. Gifts, posters, stickers and magic workshops are also up for grabs.
Cadbury-Schweppes' association with movies is in contrast with the tactics taken by CocaCola India and PepsiCo India, which are bludgeoning each other for sponsorships of leading Indian or South Asian cricket tournaments.
The Crush Summer Festival is handled by DDB Needham Worldwide affiliate Mudra Communications, Bombay. Strangely, Trikaya Grey Advertising, Bombay, which shares with Mudra the Cadbury Schweppes portfolio, has the Crush account but has not been assigned this effort. A senior Mudra executive would not comment.
Copyright April 1998, Crain Communications Inc.