Young adult animation channel Animax India has announced a joint initiative with casual games company Games2win to promote the blockbuster animation series 'Initial D' and the Sega game CT Racer, via an interactive promotion.

Sunder Aaron, Business Head, Animax India, said, "Animax has been the pioneer in showcasing the latest animated features like 'Initial D'. We are delighted to be working with likeminded partners like Games2win as we aim at enhancing and cascading the interactive experiences of our audience. This alliance with Games2win paves the way for Animax to provide many similar exciting and unique initiatives for the common target audience in the near future."

Game and speed enthusiasts can play CT Racer at the driving kiosks and must race a particular track in six minutes or less. Those who qualify then become eligible to win a fully loaded car-racing game console that has been designed by Games2win.

Alok Kejriwal, CEO and Founder, Games2win, said, "This is indeed a very synergistic partnership between us and Animax. The content of the on-air programme -- racing cars -- is in deep sync with our online car racing game, and given the common target audience, the connect is perfect. Also, the idea of taking the experience in public malls allows us to touch maximum consumers who are beating the Indian summer by chilling out in the malls."

On the promotion initiative, Supriya Bambawale, Marketing Manager, Animax India, said, "To promote this alliance, Animax is also deploying a 360-degree marketing campaign encompassing outdoor, online, print, on air, on-ground and cross channel promotions."

'Driving kiosks' have been rolled out in high footfall areas in the key metros of Mumbai, Delhi and Bangalore.