Diamond Comics is an integral component for any young child and early teenagers’ reading list, and often even adults reminisce about these popular characters, Chacha Chaudhary, Saboo, Bini Chachi, Rocket and Pinki, amongst others. And, for these avid readers of this comic series, Bradford License India and Diamond Co...
Diamond Comics is an integral component for any young child and early teenagers’ reading list, and often even adults reminisce about these popular characters, Chacha Chaudhary, Saboo, Bini Chachi, Rocket and Pinki, amongst others. And, for these avid readers of this comic series, Bradford License India and Diamond Comics Group along with Loyal Software, have entered into a tie up for licensing these popular cartoon characters.
Engaging core readers
The popularity of Chacha Chaudhary is rather wide in this country and to leverage this huge reader base, the licensers are planning a wide range of merchandise products. Also, while children in large metro towns have several reading and allied entertainment options, but it is not the case in smaller towns across the country. As a result, marketers do not visualise any problems relating to off take of licensed products for this comic series. Gulshan Rai, Managing Director, Diamond Comics, said, “Our readers are across the length and breadth of the country, especially in tier-II and III towns.” Striking a similar note, Michelle Minieri, President of Bradford License India, said, “We aim at leveraging these popular characters via international collaborations, hybrid licensing efforts, creation of TV enabled software, mobile and internet applications, coupled with a comprehensive retail strategy.”
The initial focus of the licensing plan will include apparel, mugs, accessories, gifts and novelties, and FMCG products. It does not end there and given the popularity of various characters, the licensing strategy would also include finger puppets and plans are also being made for tie ups with corporate brands. The merchandise on offer will be sold through online sites including inkfruit, and popular multi-brand retail outlets and allied sales channels.
Apart from various licensing plans, a partnership with Loyal Software has also been entered into and these comics will also be available on Android and iOS platform, given the popularity of this medium with younger readers.
Current tie ups
Chacha Chaudhary, a quick recap
Comics Market in India