SALT Hosts 6000 Kids And Parents At The Cartoon Network GoActive Bootcamp

Marketing | December 23, 2015 | Photo Feature

SALT Experience and Management

Cartoon Network has appointed SALT Experiences & Management Pvt. Ltd to help execute their ongoing global initiative, in India. GoActive is an initiative that encourages physical activity among kids and parents. Based on this international mandate, SALT was required to create a property in India that helps both children and adults to explore the fun of physical exercises and activities together. The brief resulted in an interesting concept called THE CARTOON NETWORK BOOTCAMP. The agency has designed the Bootcamp as an event involving various physical activities, with fun and excitement as the core elements.
 
SALT has come up with ideas that work in accordance with the overall theme, entertainment factor and the safety of children. The target audience were children between 4 -14 years of age and their parents. The entry was by complimentary passes only, which were distributed in schools Via School contact program. Various characters from Cartoon Network shows were used to brand the activities, while tailor-made games were suggested for the sponsor stalls. The SALT team has pulled off perfect shows in Delhi and Mumbai with games that helped built a strong brand connect.
 
The Cartoon Network GoActive Bootcamp in New Delhi was held on 29 Nov, 2015, while the Mumbai event was on 13 Dec, 2015. Similar formats were followed at both venues - three 2-hour slots for the day. Each 45 - 60 minute slot had activities followed by 20 minutes of live dance show by some of the popular cartoon characters including Johnny Bravo, Oggy, Ben 10 and PowerPuff Girls. The activity areas offered various recreational and competitive tasks for the participants to take part in teams or individually. Cartoon Network Merchandise were given away as prizes. The kids were also given Cartoon Network goody bags as Goodbye gifts at the exit. The event was presented by Dabur and Ford was the associate sponsor, with stalls and engagement activities in both cities.
 
Despite being all about energy and activity, the kids’ safety was to be on priority while designing the show - especially as both venues were outdoors. With careful attention to detail, the events were executed as per schedule without the slightest glitch. The audience approval was evident from their interaction with the live cartoon characters and enthusiastic participation in the activities. The games were successful in promoting teamwork and teaching balance and patience to the kids. It was also a platform for the parents to bond with their children. Over 6000 attended the bootcamp in each city.


Speaking about the success of the event, Chetan Mistry, Vice-President, SALT-Mumbai said, “Cartoon Network has been a very important part of my growing years and I am just lucky to work with this brand and engage with the toons year on year… Every year there is a different challenge for CN events, it’s not on the creative aspects but more so on the operations front because managing kids and parents when they are super excited is a task that needs mother of all planning. Team SALT precisely managed to do that and the endorsement of our efforts were those 6000 smiling, happy faces.”
 

The global initiative by Cartoon Network, encouraging physical activity among children, was promoted through one-day events in Delhi and Mumbai.

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