Taking a cue from global counterparts, Green gold Animation – the creator of Chhota Bhhem, has inked pact with Adlabs-owned theme park Imagica. The association that will witness the introduction of India’s first character ride –Chhota Bheem The Ride, will pave a way for the Family entertainment centres in India, said Samir Jain, COO and Executive Director, Green Gold Animation. Talk to us about the recent deal with Imagica.
This deal is very exciting proposition for us. Chhota Bheem has become an iconic character, a classic homegrown. It has done pretty much 360 degree in terms of content, licensing, merchandising, games, apps etc. the only piece that was untapped was the amusement park or theme park. When the proposal came to us, we found just the right fitment. The five-year agreement will see the character move beyond television and digital space.
You are also planning for Chhota Bheem themed family entertainment centres. Won’t the two concepts overlap with each other?
Imagica is an entertainment place, where while getting entertained and thrilled, consumers get to engage with their favourite character which is like icing on the cake. Both the concepts – Kingdom Of Chhota Bheem & Imagica theme park will complement each other rather than overlapping. Our aim is to create an exciting association which can transcend into fun, excitement and entertainment for all the visitors coming to Theme Park.
What’s your take on the theme park industry in India?
Theme park in India is at nascent stage, as I would say is in animation industry. Imagica is the biggest success story in terms of theme parks in India. Besides it, there are very few theme parks that are organized. This opens a scope for experimenting, growth, co-branding and associating.
What support has been extended from your side to Imagica?
We’ve been working very closely in terms of the entire look and feel of the Chhota Bheem. A ride termed as ‘Chhota Bheem ride’ has been launched and the whole ambience around the ride would have elements like statues to have a firsthand experience of the character. One of the formats of merchandise stores that we call as ‘Green Gold Store’ is being re-launched as ‘World of Bheem’ at Imagica. That would again be a shopping experience for consumers. It would be much better displayed, interactive place to shop and the entire range of Chhota Bheem licensed products would be sold there.