How Chhota Bheem has scaled upon brand licensing?

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When industry gets giddy about Green Gold Animation’s strong sales and growth in recent years, Chhota Bheem franchise deserves most of the credit.

One 8-year-old star, Chhota Bheem has made the brand value Rs 300 crore plus, which once started from an initial investment of Rs 75 lakh. Over the times, this home-grown superhero has moulded itself into a strong sales driver.

Since the dhoti clad superhero debuted in 2008, Green Gold is a financially stable company clocking 20 per cent y-o-y growth. It is also among the top selling property in back to school category in India as well as South Asian markets.

Starting life as a TV show and now extended to a vast array of products, the character maybe a far cry from the likes of characters of Disney or Cartoon Network, but over its near decade long existence, Chhota Bheem has routed every other global contender when it comes to winning over kids in the subcontinent, clocking in a stated 40 million viewers in India.

Right from the outset, Green Gold had plans to take the brand beyond TV, which resonated in launch of merchandise and comics in 2009, followed by toys in 2010. The first brand to come on board was a drink called Notty, which soon attracted Hindustan Unilever to ink promotional licensing pact for Knorr Soupy Noodles featuring Chhota Bheem in 2012.

Globally in terms of content, the character is present in 12 countries including Indonesia, Malaysia, Mauritius etc. and 40 per cent of the total revenue is generated through licensed merchandise.

Updates to the brand

In terms of content, Chhota Bheem has been re-made in form of a 3D show – a TV movie. “Now we have two TV movies in place and the show has been rated very high with Chhota Bheem in a different avatar all together,” briefs Samir Jain, COO of the brand.

In recent years, new iterations have included the release Chhota Bheem theatrical movie in summer 2017 which will be hardcore slapstick out-and-out comedy. Also, Chhota Bheem Classic has moved in GCC countries and has been appointed the brand ambassador of Global Village Dubai. Also, Green Gold has formed alliance with Amazon.com for its video streaming service, Amazon Prime Instant Video. Moving further, Green Gold has launched two studios – one in Los Angeles and other in Philippines.