It’s time to redraw your world! Cartoon Network revealed a new brand positioning and tagline – Redraw Your World encouraging kids to always be true to themselves, and to be confident in their abilities to impact real change. The campaign is being presented by Center Fruit from Perfetti Van Melle India across its key tent poles in summer, the flagship School Contact Program and the year-end festive season. From 30 March, kids and families will be able to enjoy a completely new look and feel of the Cartoon Network channel refreshed with vibrant colours, music and design, and an expansive new programming slate.
Announcing the launch of Redraw Your World in India, Cartoon Network and POGO South Asia Network head Abhishek Dutta said, “With the Redraw Your World launch, we are all set to provide kids with a platform that celebrates uniqueness, empowers little actions, and inspires storytelling. It strengthens our content commitment for India with fun and family-friendly narratives starring popular and iconic characters, reflecting the world and depicting the tales of adventure and bravery.”
As part of the campaign, kids will see new and exciting storylines and colorful animation characters from shows like Ekans – Ek Se Badhkar Snake, Dragon Ball Super, Digimon Adventure, Emmy-nominated series Lamput, The Powerpuff Girls, Ben 10, Tom and Jerry and DC Super Hero Girls, among others. Designed to appeal to an even wider audience of boys and girls, Cartoon Network will bring over 200 hours of fresh content including original homegrown series, international shows, acquisitions, and specials. The channel will also bring a special block for preschoolers under Cartoonito later this year.
The tagline Redraw Your World is a brand proposition that has been rolling out across the world.
WarnerMedia Kids Asia Pacific head Leslie Lee said, “At Cartoon Network, we create original and diverse worlds that are vibrant and fun. Armed with creativity, Redraw Your World is an extension of our global commitment to inject stories that reflect the world, inspire imagination, and empower kids.”
Coming soon, the campaign will ensure that the brand is where fans are, including at leading malls – somewhere that has been out of bounds for the past two years. Cartoon Network has forged several high visibility brand collaborations across multiple genres, including Indian Premier League (IPL) – the first for any kids brand in the country – and in the food and beverage and technology sectors.
Cartoon Network has a brand collaboration with the IPL team, Rajasthan Royals, where its characters Ekans, Tom and Jerry co-create engaging content with the players for their digital platforms. The pan India association with 99 Pancakes is across its 33 outlets in 14 cities all through April-May, bringing the Redraw Your World flavour and characters to the channel’s young fans with a specially curated toon-tastic menu. In collaboration with Reliance Digital, Cartoon Network will bring the theme closer to its viewers with in-store displays and character meet and greets at 100 stores across Maharashtra and Gujarat.
In May, Cartoon Network will also unveil a new music video anthem, that would be a hybrid of animation and live-action by the kids and for the kids, that aims to inspire and empower them to embrace their true selves.
To bring Redraw Your World alive, Cartoon Network Fan Art will give the children an opportunity to express their creativity and let their imagination run free by drawing or doodling their vision of the world they want to live in.
As part of Redraw Your World outreach, Cartoon Network will be back after two years with its 15th edition of the School Contact Programme across 13 cities followed by festive celebrations with fun on-air content, social media activations, and on-ground activities during Diwali and Christmas later this year.