PNN
New Delhi [India], August 7: Warner Bros. Discovery (WBD) has partnered with Bauli Moonfils Croissants for a multi-format collaboration centred around Kian & Kiki, Cartoon Network India's newest original animated franchise. The partnership marks one of the first major brand associations for the homegrown IP, with the campaign spanning a custom TVC featuring Kian & Kiki, in-episode integrations and a nationwide School Contact Program, bringing Bauli Moonfils closer to young audiences through multiple touchpoints.
Launched this summer as part of Warner Bros. Discovery's biggest local content slate, Kian & Kiki is among the company's flagship original franchises. Developed in collaboration with Cosmos-Maya and Fable Spinners Studio, the series follows the adventures of the mischievous sibling duo from the whimsical Satrangi family of magicians, blending fantasy, humour and relatable family moments. The launch formed part of a broader programming push featuring over 200 fresh episodes across POGO, Cartoon Network and Discovery Kids.
As the first brand to partner with the franchise, Bauli Moonfils Croissant is seamlessly integrated into the adventures of Kian and Kiki. The collaboration comes alive through a bespoke television commercial featuring the sibling duo, branded moments within the episodes, and a nationwide School Contact Program, creating a connected experience across television and on-ground engagement.
Complementing the on-screen campaign, the School Contact Program takes Kian & Kiki directly to young audiences through interactive activities and character-led engagements. By bringing the franchise into familiar environments, the initiative creates memorable touchpoints that encourage children to interact with the characters while reinforcing the campaign in an engaging and immersive setting.
For Bauli Moonfils, the collaboration offers an opportunity to reinforce the brand's heritage and quality credentials through an entertainment property that resonates with families. The campaign highlights the brand's Italian heritage, 100-year-old secret recipe and signature sourdough-based croissants, reinforcing its positioning as a soft and delicious everyday snack while naturally aligning with the fun and imaginative world of Kian & Kiki.
"At Bauli Moonfils Croissants, we believe the strongest brand connections are built through experiences that audiences genuinely enjoy. Kian & Kiki gave us the opportunity to engage with children and families in a fun, authentic way through a campaign that seamlessly blends entertainment with our brand. At the same time, it allowed us to showcase Bauli's Italian heritage, century-old recipe, and signature sourdough-based croissants in a way that is both engaging and memorable," said Mr. Arnab Chatterjee, General Manager, Bauli India.
"The response to Kian & Kikihas been extremely encouraging, from the enthusiasm we witnessed at Comic Con to the way children are connecting with the characters on screen. That momentum made it the right platform for a collaboration with Bauli Moonfils. By integrating the brand into the viewing experience, we've seen how thoughtfully designed partnerships can strengthen engagement and brand recall. As original Indian IPs continue to grow, we believe these collaborations will play an increasingly important role in helping brands build meaningful, long-term relationships with young audiences and families," said Tanaz Mehta, Executive Director, Advertising Revenue, South Asia, Warner Bros. Discovery.
https://youtu.be/1WQ2HpdW70I?si=YcHZ7iZXswWxX5Pj
The partnership reflects Warner Bros. Discovery's broader vision of building original Indian franchises with long-term commercial and consumer potential. As homegrown IPs continue to evolve across television, digital and on-ground experiences, collaborations such as this are expected to create new opportunities for brands to engage audiences through richer, more immersive experiences while supporting the growth of India's original animation ecosystem.
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