MUMBAI: The Walt Disney Company in India today launched the country-wide promotion titled - "Disney's Little Princess", an elaborate, across-the-line event around Disney Princess franchise in Mumbai.
The search for Disney's Little Princess is powered by major lines of businesses of The Walt Disney Company India namely Consumer Products, Disney Channel, Internet Group and Home Entertainment divisions.
Little girls turned up in hundreds to sing, dance, act and display other talents at auditions conducted today. Dia Mirza, former Miss India/ Miss Asia-Pacific and Bollywood star is the face of this nationwide campaign. She was present at the venue to cheer the participants.
Little girls across India can participate in this festive event by purchasing any Disney Princess product worth Rs 100 or more and win an entry to audition for the "Disney's Little Princess" contest.
Disney Princess spans across categories with merchandise to include toys, clothing, footwear, games, home videos, home products, paints, stationery, television, theatrical content, and mobile downloads. The franchise also extends itself to an on-ground experiential delight last year - Disney Channel's ' My Little Princess Hunt -2005'.
"Disney Princess success is an example of the company's focus on content, creativity and innovation and demonstrates our ability to provide a 360 degree entertainment experience for kids. We have a strong heritage in great story telling and have cemented a rock-solid emotional connection with our consumers through our popular Disney characters and stories, " said The Walt Disney Company (India) managing director Rajat Jain.
Besides Mumbai, the auditions have been held in malls around New Delhi, Bangalore, Chennai and Hyderabad. The event in each of these cities is being recorded and aired in special interstitials on the Disney Channel.
Speaking on the occasion, Dia said, "As a kid I grew up with the Disney Princesses. They inspire confidence in girls to follow your dreams and intelligence to deal with any life situation. They teach values that are close to every Indian parent's heart. It has been truly fulfilling experience for me to be a part of this campaign. I wish all the participants the very best."
"The Disney Princess franchise has added a noticeable sparkle to the company's entertainment offerings in the previously underserved segment of girls aged 4-14. The strong presence of the franchise is set to delight little," the company said in a statement.
Disney Princess licensees in India include: United Toys, Me n Moms, Prasima Marketing, Mahindra Intertrade, Bodycare, Nerolac, Sterling Metaplast, Ramlax Exports, Kores India Ltd., H.M. International, Envogue Furnishings and many others. "All licensees have come together for this special promotion," the release said.
