MUMBAI: Cartoon Network has partnered with Perfetti Van Melle to become the first cartoon channel in India to integrate a brand into an animated feature.
Balla Bowl, a cricket-themed co-production by Turner International and Animasia, will premiere on Cartoon Network on Sunday, 29 August at 12 noon.

The 90 minute movie tells the story of a motley bunch of kids with their own cricket dreams and problems, coming together as a team to emerge as glorious winners. Perfetti Van Melle‘s flagship candy brand ‘Center Fruit‘ has been innovatively integrated throughout the animation and features as the key sponsor of the cricket stadium and championship trophy. 
 
Says Turner International India executive director - network ad sales Rohit Sarma, "Cartoon Network has been ahead of the curve in providing innovative solutions to our partners and has successfully delivered impactful brand campaigns for many years. For the first time in the Indian animation industry, Cartoon Network brings alive the concept of in-feature brand placement and we are extremely excited to deliver this innovation for Perfetti and Center Fruit with a seamless integration of the brand with Balla Bowl‘s storyline."

Adds Perfetti Van Melle India MD Sameer Suneja, "We feel there‘s a perfect brand fit for Center Fruit. Center Fruit stands for mouth-watering taste, which has been brought out in a compelling way within the Balla Bowl movie, making this whole initiative a very fruitful association."