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The Chhota Bheem Success Story

The Most Popular Indigenous Character for Merchandise

Indias-Emerging Licensing landscape


International licensing companies came to India in 1990s. With The satellite boom came television. Fifteen years later, Mickey Mouse Donald Duck and Tom Jerry are household names. Disney started its consumer products division in India in early 1990s. Barbie licensing business with little girls swooning to fashion apparel started in India in 2002. India begins to have its own interesting contribution with an attempt to develop character merchandise around local movies with Jadoo (Koi mil Gaya), Krrish, Hanuman, Dhoom 2, all targeting kids.

Indias Emerging sales in Character Merchandise


In a Report by Rasul Baisely in financial times on 29th September 2011, character merchandising business is growing at an annual rate of 30-35% in India. As per Arun Srideshmukh, chief executive officer Reliance Trends, character merchandising is a $ 2.5 billion annual business in India. As per Gaurav Brar, director Cartoon Network Enterprises, South Asia, the share of children in all India T.V viewership has trebled to 6% in 2011 from 2% in 2003-04 due to proliferation of global kids channels.

Indias-Growing Cartoon Character Merchandise


An entire generation of kids exposed to Ben 10, Power puff Girls, Dora or Doremon can relate to a pencil, T shirt, or a cup with those characters. They ask their parents to buy it. Or parents who know that their kids love these characters end up picking up a licensed pencil or lunch box instead of an unbranded one says Gaurav Brar director Cartoon Network Enterprises South Asia.

Chhota Bheem- Success story


Chotta Bheem is rated as no 1 Kids show from India. About 108 episodes have been aired so far and came on air in 2008. As per Pogo T.V, chotta bheem helped the channel to generate 25% of their total channel revenue. Chotta Bheem is the only show from India proven itself a merchandising brand with a range of products such as Apparel, Back to school items, gifts, stationary , comics, DVDs , home decor and much more

Chhota Bheem Success Story


As per an article featured in Business Time, on August 12 2013, by Mr Rajiv Rao- he says In just five years, Chhota Bheem- the cartoon character related by Rajiv Chilaka- has spawned and has led to a torrent of licensing and merchandising activity. Everything from tiffin boxes, water bottles, toys to food products features Chhota Bheem
Today Licensing and merchandising account for 40% of the companys turnover. Over 20 brands are associated with Chhota Bheem, ranging from Mc Donalds and Del Monte to Johnson & Johnson, Knorr Soupy Noodles to Usha Fans.

Chhota Bheem Merchandise

Chhota Bheem Theme parties

Chhota Bheem comes to Worldoo


As per 8th May 2013 Dhumkum.com Chhota Bheem, Indias favorite cartoon and animation series hero is now on worldoo.com.

Kids in worldoo can watch Chhota Bheem videos, play Chhota Bheem games, read Comics, choose Chhota Bheem avatars and design their homes with specially designed Chhota Bheem themes as well. Chhota Bheems inclusion in worldoo enhances the user experience by continuing to promote the best of the content across a kids world of interest. Worldoo promotes popular content for young minds and Chhota Bheem is one of the most iconic characters, today. Kids can express themselves by bringing Chhota Bheem to their homes on worldoo and much more. said Mr. Harsh Wardhan Dave, Head Experience and Brand, Worldoo.

Chhota Bheem brings the thrills of Bali to the finale of the Max Kids Festival 2013
New Delhi, June 17th, 2013: Max, the leading value fashion brand, recreated exotic Bali at the Siri Fort Auditorium, August Kranti Marg as children from all corners of Delhi poured in to spend an exclusive fun-filled afternoon with the beloved cartoon character, Chhota Bheem. The meet and greet was organized in association with POGO, to mark the finale of Maxs ongoing Kids Festival and the release of the new movie Chhota Bheem & the Throne of Bali. Remarked Jiten Mahendra, General Marketing Manager, Max at the event, The Max Kids Festival is an initiative borne out of Maxs promise to be a one-stop wardrobe solution for the whole family and to add some fun to childrens everyday style. Children have always been a focus for our brand and we also have great plans of growth for the kidswear segment. The Max Kids Festival is a great way to connect with our young customers and we have received tremendous response to the event.

Chhota Bheem dances to the tunes of GCL's Tat-O


As per 9th July 2013 Indiantelevision.com MUMBAI: The already crowded FMCG market has another addition with Gopal Coprco Ltd (GCL), a well known name in the tobacco segment, entering the snack segment. The company has come up with Tat-O potato chips and has roped in none other than kids' most popular Chhota Bheem to roll out its first TV campaign.

On the tie-up with the toon character, GCL's marketing head Aditya Joshi says, "Tying up with the iconic toon character Chhota Bheem was a well thought out decision keeping in mind the huge popularity of the character with kids pan India more so in our market of focus i.e." GCL has invested Rs 50 crore for this venture.

POGO & Chhota Bheem make learning fun for Delhi kids
As per Indiatelevision.com 22nd August 2013 POGO, through a fun and interactive School Contact Program (SCP) called Bheem's Masti Ki Class, aims to equip school children across the country with skills, tips and tricks to help them do just that! The Bheem's Masti ki Class SCP will be conducted with over 5lakh students from approximately 550 schools across 8 cities in India. In addition, kids across the country can participate in the Bheem's Masti ki Class contest on POGO and win exciting prizes. Three lucky winners will win an all-expenses paid trip to Singapore & Sentosa along with their parent. And that's not all! Chhota Bheem and Chutki will personally come to see them off to the airport! To participate and win many more prizes, all kids have to do is tune in to POGO from 3:30pm onwards every Monday to Friday uptil September and answer the simple questions. POGO's Bheem's Masti ki Class SCP will be conducted in Mumbai, Delhi, Bangalore, Hyderabad, Chennai, Ahmedabad, Lucknow, and Ludhiana from July to September 2013.

Chhota Bheems store takes kids for a roller coaster ride


As per Indiatelevision.co m 17 September 2013 MUMBAI: Chhota Bheem, the Indian toon phenomenon launched its brand new Green Gold store in Chembur, Mumbai on 14 September. This merchandising arm of Green Gold Animation, creators of Chhota Bheem is the third Green Gold store in Mumbai and 27th in India From clothing to comics, bedroom decor to accessories, movies to apparel, board-games to puzzles the store is a one stop destination for every Chhota Bheem fan. With a country wide distribution network of merchandises, Green Gold stores showcase and sell a wide variety of branded apparels, comics, DVDs, watches, mugs, photo-frames, key chains, magnets, school bags, labels, stickers, tattoos, masks, toys, board games and other gift items. All products sold at the stores go through rigorous quality inspection and are sourced from the best vendors in India. The merchandise price range starts from Rs 20 to Rs 1699 covering various kids product categories.

Bodycare International unveils Chhota Bheem collection in Kids innerwear


In July 2013: Bodycare International, Indias leading manufacturer and supplier of Kids Innerwear unveiled Chhota Bheem collection in Kids Innnerwear category, across India. The company has an exclusive license agreement with Green Gold Animation Private Ltd for the legendary animation character Chhota Bheem for kids innerwear category. We have a history of such licensing tie-ups that has empowered us to create brands to the highest contentment and quality for young children and kids and we firmly believe in staying connected with our target audience that would help us grow in volumes. This time also our prestigious association with Green Gold Animation is going to empower us with the same commitment and deliverability towards our target audience said Mithun Gupta-Director, Bodycare International Ltd. The Price ranges from Rs 73 to Rs 113 and is available pan India

Green Gold plans 50 more stores


As per Indiatevesion.com 28th September 2013: Mumbai: Green Gold Animation, creators of Chhota Bheem & Mighty Raju, are expanding their exclusive licensing and merchandising division, Green Gold Store. It plans to implement the expansion plans with a wide variety of tie-ups and franchising support across India. With a viewership of over 40 million children, Chhota Bheem is by far the biggest Toon Icon in India. For the first time we have a desi animation character that can be merchandized and monetized. The demand for Chhota Bheem & Mighty Raju merchandize among children is considerable and rising exponentially, said Green Gold Stores head Sudeesh Varma. . From two outlets and a line of merchandise that numbered just ten products, we have grown to become a twenty seven store company with over two hundred products within just two years. By the end of this financial year we hope to open another twenty three stores, taking the total tally to fifty. The key objective behind retail and franchise development is to diversify the portfolio and connect with consumers; especially the diehard Chhota Bheem fan in big and small cities, adds Varma.

GREEN GOLD CHALKS OUT AGGRESSIVE EXPANSION STRATEGY


The Toy & Merchandise industry in India is largely dominated by the unorganized sector. But the trend is shifting. According to industry estimates, the Licensing & Merchandising is a $ 225 to $ 300 million industry in India and growing at the rate of 20% to 25% annually. We are optimistic about expanding the overall product range and building on it, said vice president sourcing & licensing Madhav Prabhala. The company is also looking at churning out more animated movies, which has been looked as a key revenue generator for the company. Apart from new products and exciting merchandise, we are already working on our next big release. This time it will be a Mighty Raju special to be released in May 2014 and is titled Might Raju Rio Calling. You can expect some jazzy merchandise to be introduced at our Green Gold Stores, based on the movie theme, said Green Gold executive director Samir Jain.

Green Gold wins Licensor of the Year Award

MUMBAI: Green Gold Licensing & Merchandising has been awarded the Licensor of the Year 2013 at the eighth Star Retail Awards held in New Delhi. This is the second consecutive time that Green Gold's licensing business has been recognised for its unique efforts.

Now, enjoy a Chhota Bheem cycle ride


MUMBAI: Riding high on the popularity of its much-appreciated show, Chhota Bheem, Green Gold in association with Avon Cycles has introduced six different models of childrens bicycles in sizes varying from 12 X 1.75 to 20 X 1.75. The cycles have been designed to attract its young patrons and are targeted at the age group of three to ten. Priced in the Rs 4000 to Rs 5000 band, the cycles will come in different colours and will be available in Chhota Bheem designs. The new range of cycles will also include Mighty Raju, Chutki, Kalia and DholuBholu series. Lately, we have been witnessing a huge rise in the popularity of these characters as well, said Green Gold vice president sourcing & licensing Madhav Prabhala.

Chhota Bheem in Shemrock


The Shemrock Group of schools, which has more than 225 branches of play schools (Shemrock) and 75 branches of senior secondary schools (Shemford), has adopted Chhota Bheem as its brand ambassador for three years. Starting with the annual function of 2012-13, where all the schools of the chain chose the Chhota Bheem theme for their events, the group has already planned a year of events centred on the cartoon character. This included the Chhota Bheem Summer Camp, which started in mid-May and will go on for about a month. Following these will be Chhota Bheem Friendships' day, when kids will be asked to bring their best friends to school; Chhota Bheem Baby Show; Chhota Bheem Children's fair, which is an annual kids' festival in the school, this time bearing the cartoon's name and a parents' orientation programme. Apart from an extensive marketing campaign (to run between June and mid-July), the chain is all set to exploit the popularity of the character. The summer camp includes Kaliya Stay Healthy Stay fit classes, Chhutki Cooking Classes and Chhota Bheem Personality courses, amongst others

Kidzee, Dabur Glucoplus, McDonald's enter the world of Chhota Bheem


Featured in exchange4media.com on 9th May 2013. Dabur and Chhota Bheem: Elaborating on the rationale behind the association, Abhinav John Bara, Brand Head, Dabur India stated, "Dabur Glucoplus C is the flavor range of Dabur Glucose D. The brand has kids as its core target group and offers the benefits of goodness and energy of Glucose along with a very appealing taste, which is a must for kids. Chhota Bheem is currently a rage amongst the kids. When MATES provided an opportunity for Dabur GlucoPlus to be associated with Chhota Bheem franchise, we felt it would be great opportunity, as both brands embody the same attributes of fun and goodness, resulting in a win-win partnership for both of us.

Kidzee, Dabur Glucoplus, McDonald's enter the world of Chhota Bheem


Mumbai, June 2013: More than 600 children, parents and teachers enjoyed the Kidzee Summer Bash!, a day filled with unlimited fun, excitement and entertainment organized by Kidzee preschools in association with Chhota Bheem.

Chhota Bheem and Dele Monte

Online games on Pogo.tv

Chhota bheems Facebook page

Chhota Bheems unmatched Popularity


Bheem was also seen performing Jumping Jhapak for IPL seen on Sony Max and Sony Six. Chutki and Raju, the other two characters from the film performed on Jumping Jhapak as well. Chhota Bheem was also telecast on Saans Bahu aur Betiyan on Aaj Tak on April 30, 2013.

Conclusion
No matter how difficult marketing to children might be, as their tastes are fickle and purse strings are controlled by somebody else, all trends discussed in the literature review indicate a rise of character merchandise in our country.

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