Weekend Fun: Madagascar 3: Europe's Most Wanted

In the third chapter of the popular film franchise, Madagascar, Alex the Lion, accompanied by Marty the Zebra, Gloria the Hippo and Melman the Giraffe, continue their quest to return to the Big Apple. Supported by King Julien, Maurice and the Penguins, the group journeys through Europe resulting in yet another adventurous comedy.

Tying up with the film was Zoop, a children’s brand of watches from Titan Industries, which launched a Madagascar 3 collection. The collection, comprising of 20 watches for young boys and girls, is inspired by Alex, Marty, Melman, Gloria, the Penguins and the Monkeys (characters of the film).

Campaign India got in touch with Somprabh Singh, senior manager, marketing, Titan Industries, for more on the tie-up.

CI:  What opportunity did Zoop see in the tie-up with a movie like Madagascar 3?

CI:  What have been the promotions carried out by the brand to leverage this tie-up?

Watch the Zoop television commercial here:

SS: This is our fourth association with a film after very successful associations with ‘Toy Story 3’, ‘Puss in Boots’ and ‘Shrek’. All the associations have been very successful and memorable with our scores on awareness and preference going up apart from clocking good retail sales. (The previous collections launched by Titan Zoop in association with DreamWorks Animation include the Puss in Boots and Shrek collections.)