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Viacom18 partners Domino’s to launch special treat for kids

MUMBAI: Viacom18 Consumer Products has partnered fast food chain Domino’s to launch the first ever ‘Junior’s Joy Box Meal’ to provide for kids’ love for food and toys alike.

Families can order a meal for their kids from the nearest Domino’s Pizza outlet and add another member to the family fiesta by taking home Nickelodeon’s very popular Nicktoon, SpongeBob SquarePants, with the purchase of every ‘Junior’s Joy Box Meal’.

Priced at Rs 99, the meal includes a slice of pizza, a few breadsticks seasoned with flavourful oregano, a delicious rainbow sprinkle custard desert and a mango beverage to cheer up kids.

As part of its licensing growth drive, Viacom18 is targeting foods, personal care, apparel and home-ware, for both strategic and tactical promotional partnerships.

Commenting on this tie-up, Viacom18 media head of consumer products Saugato Bhowmik said, “Nickelodeon’s rich and diverse portfolio of characters provides us with great opportunities to connect with the consumer in new and exciting ways. SpongeBob SquarePants is an extremely popular toon among both kids and adults, and hence this partnership with Domino’s is set to gain much traction. We will focus on more such tie-ups with Domino’s and other brands that complement each other across the spectrum.”

Nick and Domino’s enjoy a strong hold on their target audiences, and the association is being supported by a 360-degree marketing campaign. This association brings two giant brands together to deliver a product that will be enjoyed, not just by kids but by parents as well.

Domino’s Pizza India VP of marketing Harneet Singh Rajpal said, “Considering Domino’s is so very popular and loved as a brand with the young audience, Junior’s Joy Box as a product was created to broaden our full-meal options for kids, who are already a part of our consumer base. With our new product, we are also giving out SpongeBob SquarePants as a package along with the meal box during the launch phase. Tying up with Nickelodeon for giving away this popular character gives us an added advantage as it creates a higher level of engagement and attraction among kids.”