Manmohan Taparia
Jun 08, 2012

Weekend Fun: Madagascar 3: Europe's Most Wanted

Q&A with Somprabh Singh, Titan Industries, on kids brand Zoop's tie up to launch a Madagascar 3 collection

Weekend Fun: Madagascar 3: Europe's Most Wanted


Following its premiere at the Cannes Film Festival on 18 May, 'Madagascar 3: Europe's Most Wanted' releases in India today. And it promises to be as entertaining as its previous two editions, if not more.

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?

SS: For any brand to gain popularity it is essential to connect with its target consumer. One of the best ways to fulfil that objective for any brand is to become a part of the consumers’ world. In the case of Zoop, the target consumer is between the age of five to 12 and many things around them catch their attention. The amazingly energetic characters from the Madagascar series all have strong association with kids between the age group that Zoop targets. The opportunity we saw was an impactful entry into the kids’ world with a collection of watches that are inspired from some of the most popular animation characters today.

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

Apart from heavy spends on TV and cinema, we have launched a contest on and organized a meet and greet with ‘Alex the Lion’ in Bangalore, Delhi and Mumbai, which will give kids an opportunity to engage with their favourite Madagascar character and create buzz for the brand.

Watch the Zoop television commercial here:


CI: What other tie-ups has the brand been involved with in the past? And how successful would you call them?

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.)









Campaign India

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