Smith & Jones launches a new campaign

The campaign comprises a television commercial and the sponsoring of kids-targeted programmes like Shinshan and Kiteretsu on Hungama TV, Hannah Montana on Disney, Power Rangers on Jetix, The Spectacular Spiderman and Jhakaas Zorori on Cartoon Network and Hanuman and Ninja boy on Pogo.

As part of the activity, Smith & Jones has also launched a school contact programme that encapsulates more than 3200 schools pan India. It has also placed advertisements on school stationary and notebooks.

The brand has particularly targeted children, as kids represent an important demographic to us as marketers because they have their own purchasing power; they influence their parents' buying decisions and they're the adult consumers of the future.