Animated movies and cool healthy beverages go hand in hand especially for kids. Taking a cue from that, MTR Foods, known for its wide range of packaged meals, has launched a new range of kids drinks and also associated itself with the Hollywood movie franchise, Ice Age 4.
The two drinks targeted towards young children include a Badam Drink mix and a Chocolate Badam Drink mix with 25 gms sachets of the two at a price of Rs 10 and a 1 kg pack priced at Rs 280. The new flavours will be available across India at all major outlets and beverage counters from July 2012.
On the companyâ€™s association with Fox Star Studios for the upcoming movie, Vikran Sabherwal, VP Marketing, MTR Food said, â€œIce Age titles are a massive success, highly entertaining and with lead characters that are so engaging and fun for kids that it offers MTRâ€™s Badam Drink Mix & Chocolate Badam Drink Mix the perfect platform for association.â€
â€œIce Age is the most successful animated franchise in India, which is hugely anticipated in particular, amongst children and families. We are, therefore, delighted with the association between Ice Age 4: Continental Drift and MTR’s new range of kidâ€™s drinks,â€ added Vijay Singh, CEO, Fox Star Studios.
MTR has lined up a promotional campaign and customer engagement activities to leverage this association. These include Ice Age 4 co-branded packs, free Sippers with packs, an SMS based contest, Ice Age 4 branded movie merchandise as well as special movie screenings for contest winners.