Tag Archives: Chhota Bheem

Green Gold launches Chhota Bheem ethnic wear for kids

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Betting big on the festive season, Green Gold Animation has launched the Chhota Bheem ethnic wear collection for kids.

This is the first time Green Gold is attempting for the ethnic range for festive season. The first collection has already been have been launched in the market.

Commenting on it, Samir Jain, CEO, Green Gold animation asserted, “The festive season that kick started with Navratri is the time when kids want to dress up into ethnic attire. The thought behind coming up with ethnic range is to connect kids their favourite character Chhota Bheem and its friends through traditional attire.”

The brand has launched Chhota Bheem apparel through licensing in past, however this collection is entirely being done by them. Commenting on the design part, Jain told that they have maintained the shine, glitter and the jazzy part in whatever it takes for such attires. Further the look has been seamlessly integrated with Chhota Bheem in a subtle way.

Jain said, “For instance, there is a three-piece silk suit for boys with Kurta, Payjama and silk jacket. That silk jacket has got Chhota Bheem on it in a subtle manner. Similarly we have added some cute ‘chutki’ hang-ons on the Ghaghara for girls.”

Targeting the age group between two to 10 year old, the collection is available at Green Gold stores along with Amazon, Firstcry, Shoppers Stop, Hypercity along with regional players like little mommies in Delhi, Moms in Kolkata.

The brand is eyeing at mid segment and has price the collection between Rs 999 and Rs. 1,999.

The ethnic wear market’s worth is around Rs 70,000 crore currently, out of which 70 per cent is dominated by the unorganized players. It is expected to grow at a compound annual growth rate (CAGR) of 9 per cent to reach Rs 1,26,210 crore in 2019.

Also, the Indian fashion retail market which was worth Rs 2,97,091 crore in 2016 will grow at a Compound Annual Growth Rate (CAGR) of 9.7 per cent to reach Rs 7,48,398 crore by 2026.

 

Nazara sets to launch gaming industry’s first Rs 1,000 cr IPO

September 12, 2017 | 10:12 am

Nazara

In the final leg of setting up the first public listing in the gaming space, Mumbai-based gaming company Nazara Technologies has roped in ICICI Securities and Edelweiss Financial Services to launch a Rs 1,000-crore IPO by the end of financial year.

Founded in 2000 by Nitish Mittersain, Nazara is expected to be valued at Rs 3,000-3,500 crore which is expected to give investor WestBridge Capital a whopping 75-80 times return on its 12-year-old bet, as mentioned in Economic Times.

Nazara, popularly known for its Chhota Bheem game, had gross customer billings of over Rs 550 crore with PAT of Rs 66 crore, according to the company report. It has been profitable since 2007.

One of the rare highly-profitable companies in India’s digital market, the public issue is expected to give WestBridge Capital a partial exit. The private equity firm has invested a total of $3 million in two tranches in 2005 and 2007, and currently owns around 55% stake. Rest of the shares are held by Mittersain, who founded the company in his early 20s, and his family.

“The company is planning to finish the listing process by end of March 2018, and is expecting a valuation of 30-35 times projected profit after tax (PAT) of Rs 100 crore in FY19,“ said one of the sources mentioned above.

The mobile gaming market in India is touted to increase from $200 million in 2016 to $3 billion in 2019, according to a FICCI-KPMG last year.

The public offering is likely to change the perception among investors of the gaming space, which has not seen any big bang deal unlike online commerce and event video content.

Over the last decade, Nazara has also expanded globally to 74 countries as publisher thus diversifying its revenues across Africa and Middle East as well.

The plans for an IPO for Nazara comes at a time when the company is looking to expand from its focus on casual mobile gaming to become a broader ecosystem player.

Chhota Bheem’ producer Green Gold Animation plans to expand with new merchandise line

June 20, 2017 | 6:27 am

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In a bid to expand production within their merchandising unit, Green Gold Animation – the makers of Chhota Bheem and Super Bheem has launched a brand new array of products from their roast of characters.

In a strategic move, Green Gold Animation has established their first plush manufacturing unit in Hyderabad named Benny N Bunny Toys India Pvt Ltd, to cater to the growing market demands for plush range.

This pushes Green Gold to the top notch slot in the toys and merchandising industry. The unit now serves as a production facility to many other relevant players in the market, making it an independent SBU within Green Gold’s business interests.

With this production facility, Green Gold is looking to not only cater to the demand for their own IPs, but also execute for other brands, characters and companies.

The company is now producing generic toys and dolls as well. The new line of generic merchandise hits over seventy unique items ranging from toys, dolls, teddy bears, animal soft toys, fruit/ animal shaped school bags, cushions to mini couches for toddlers in a wide variety of designs, prints and color combinations.

Priced between INR 249 to INR 1,699, the range is being retailed through leading hyper market chain, Hypercity and through the leading online shopping websites like Amazon and First Cry.

Talking about the launch of new line of merchandise, Samir Jain, COO & Executive Director, Green Gold Animation Pvt. Ltd said, “We introduced Benny & Bunny into the Green Gold family and that gives us the assurance of world class quality and best technology.”

“We target to scale up our production capabilities and operations which will give us confidence to not only focus on our characters merchandise but also reach out to other significant players. This is a vast and dynamic market so we will keep innovating and expanding. We have a simple fun-filled agenda to make the kids experience the brand more closely.”

Amazon Prime Video acquires Disney’s ‘Astra Force’ featuring Big B

May 3, 2017 | 6:20 am

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Strengthening its existing portfolio, Amazon Prime Video has now acquired Disney India’s animated series ‘Astra Force’.

Produced by Graphic India, ‘Astra Force’ features Bollywood superstar Amitabh Bachchan as the superhero Astra.

The news was announced by Bachchan on social networking site Twitter

“ASTRA Force Attack!! Watch my animated hero fight evil in #AstraForce now on @AmazonVideoIN”

Launched last year, the series revolves around Astra (Bachchan), an ancient superhero who is accidentally woken from his slumber by two eight-year-old twins, Neal and Tara. Now, they must help him save the world from an array of monsters and a demon that is determined to take over the universe.

The first season, comprising 35 episodes, is now available on Amazon Video with runtime of 11 minutes per episode.

This month, Amazon Video also added Starz’s fantasy-mythology drama ‘American Gods’. Apart from ‘Astra Force’, the OTT platform features several home-grown animated series such as SS Rajamouli’s animated series ‘Baahubali: The Lost Legends’, TV episodes of Green Gold Animation, as well as TV movies of ‘Chhota Bheem’, ‘Super Bheem,’ ‘Mighty Raju,’ ‘Krishna Balaram’, ‘Chorr Police’, ‘Luv Kush’, ‘Vikram & Betaal’ and ‘Krishna.

India gets its own licensing show

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India Licensing Expo (ILE), India’s first and most influential brand licensing show will take place on August 20-21 in Mumbai with participation from over 100 global and domestic companies.

India Licensing Expo will offer a full range of licensing ecosystem with over 20,000 visitors expected to attend over two days. The event would include a conference, exclusive master class for limited 25 delegates culminating into an awards night across categories.

“We aim to project India Licensing Expo as a dedicated hub for licensing professionals. Brand licensing has been well accepted as a retail strategy in India, and through ILE 2017, we intend to bring the global understanding to Indian landscape,” said Gaurav Marya, Chairman, Franchise India.

In order to specifically tap the top French enterprises doing business in India, ILE has also tied up with Indo-French Chamber of Commerce and Industry (IFCCI). This opens gates for the French companies to evaluate and roll into India through licensing.

“IFCCI is pleased to partner with the India Licensing Expo for creating this unique platform to identify and capitalize brand licensing. This is an important move for streamlining and structuring the licensing industry that impacts retailing directly. I am sure that the expo will open up new avenues for industry players and we look forward to enabling multiple French licensors eyeing Indian market to capitalize and leverage this show,” said Payal. S. Kanwar, Secretary General, IFCCI.

India Licensing Expo 2017 is the country’s first and largest brand licensing platform that collates opportunities, knowledge and recognitions under one roof.

Supported by Franchise India, the forum gathers the potential of the emerging Indian licensing industry for networking to explore possibilities to grow bigger and faster in the given peripheries.

The expo is being organized by License India, India’s first licensing media Services Company formed with the objective to increase awareness and support the growth of licensing sector in India.

The show brings together a wide range of intellectual properties comprising character, entertainment, celebrity, corporate, sports, art. The show aims to encourage and enable licensing professionals to take advantage and network, capitalize on opportunities and exclusive launches gain from all knowledge forums.

“Licensing sector in India is at an inflection point with many domestic and global companies partnering in India for licensing of their brands and characters. We believe India License Expo will be one of the leading events in this sector which will not only provide networking and business opportunities for visitors but will also become repository and knowledge centre for licensing in India,” Samir Jain, Green Gold Animation (ChhotaBheem), said.

It is a true showcase of numerous licensing opportunities in diverse capacity, ready to be extended in multiple industries, along with dedicated conferences disseminating knowledge on the concept. The show also hosts an esteemed gathering for awards to recognize international and domestic excellence in brand licensing across segments.

India Licensing Expo will host more than 100 brands from many categories and from several countries. Decode the market by meeting retailers, manufacturers and suppliers from all industries under one roof, and network with the decision makers for effective conversions.

ILE, being the only scaled licensing show, means serious business to unlock India as the most potential business destination across industries. While the Indian licensing sector is pegged at $1 billion, is still at a nascent stage, but growing at a rapid pace as success stories of home-grown brands have propelled its growth. Fashion retailers stay ahead of the pack with close to 25 percent of the organised retailers using licensing as an effective retail strategy.

Expo will have sector stalwarts speaking at the event including Sameer Jain, COO, Green Gold Animation (Chota Bheem); Chris Evans, MD, Oxford Ltd. (University of Oxford); Roberto Bre of Marie Claire and Carl Lumbard of TSBA Shell and many more.

Amazon Prime Video to stream ‘Oggy & the Cockroaches’ exclusively in India

January 12, 2017 | 6:41 am

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Emerging as a major threat to Netflix, Amazon has launched its on-demand video service Amazon Prime Video in India last month. And within a short span of time, it has onboarded all the major brands including portfolio of Warner Brother and Green Gold (Chhota Bheem).

Amazon, for its Prime Video service, had also partnered with Dharma Productions, Vishesh Films and T-Series to tap the Bollywood fans in India. Moving further, the service provider has now entered into an exclusive agreement with Xilam Animation to stream its popular animated series Oggy & the Cockroaches’ thus, expanding its reach among the younger audience.

With this subscription, Amazon Prime Video will be streaming the very popular animated series ‘Oggy & the Cockroaches’ and also ‘Zig & Sharko’. This will include all the four existing seasons and also the three upcoming seasons of both the series.

Other than this, Amazon Prime Video members in India will also get access to Xilam Animation’s shows like ‘Zig & Sharko’, ‘Floopaloo Where Are You’, ‘A Kind of Magic’, ‘If I were An Animal’, ‘Paprika’, and ‘The Daltons’.

Nitesh Kripalani, Director and Country Head of Amazon Prime Video India, on announcing the partnership said, “Amazon Prime Video India is delighted to partner with Xilam Animation, creators of the world-famous animated series, ‘Oggy & the Cockroaches’ that continues to entertain kids for nearly 20 years. This is an important milestone in the journey to offering the best kids’ entertainment to our Prime members.”

Amazon Prime Video gives its users unlimited access to popular TV shows, movies, and exclusive shows from Amazon Originals including the most pirated show of all time – The Grand Tour.

Amazon is also reportedly trying to get online streaming rights for the Indian Premiere League cricket tournament. Not just as a competitor in the same segment, Amazon Prime Video launched with an introductory offer for just Rs 499 per year, relatively cheaper than rival streaming services.

Spurring up the competition, Netflix launched in January 2016, has inked partnerships for major Indian content, the biggest one being partnership with Shah Rukh Khan’s Red Chillies Entertainment.

Netflix also announced its partnership with stand-up comedian Vir Das for its first Indian Comedy Special series.

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.

 

Chhota Bheem to debut at Dubai fest

November 30, 2016 | 11:57 am

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Popular Indian animated character Chhota Bheem is all set to make its debut at the Global Village — a multi-cultural festival in Dubai.

The character will mark its presence at the festival in a musical show. The musical will be a part of the special Kids Fest offering at Global Village.

“We are happy to collaborate with Green Gold Animation to become the first entertainment park outside of India to launch live shows of Chhota Bheem at Global Village,” said Ahmad Hussain Bin Essa, CEO of Global Village.

Mascots of the central characters of ‘Chhota Bheem’ series – Chhota Bheem, Chutki, Jaggu and Kalia, will also be part of the musical that will have the fictional kingdom of Dholakpur recreated.

The 20-minute show will be played daily on the main stage. The story line is being picked from one of the episodes of ‘Chhota Bheem’ series. The event will take place in the first week of February 2017 and the main festival of Global Village will go on till April 8, 2017.

Earlier this year, the film Chhota Bheem Himalayan Adventure released in United Arab Emirates and received an excellent reception and ran at exclusive multiplexes for close to a month.

 

How small manufacturers can benefit from brand licensing?

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India has emerged as one of the prime retail markets all across the globe and not just brands, but also entertainment properties are foraying into Indian landscape. This in turn is creating a scenario where there is increasing push towards organized business than before. And this push has affected the small manufacturers who have been following the unorganized business mode right from the small T-shirt manufacturer in Ludhiana to a toy manufacturer in Agra.

The need here is to first get into the mainstream retail and remodel the retail channels. In such a scenario brand licensing seems to be a way out for these small manufacturers. It not only helps them shift towards the organised side of retail, but also address the challenge of visibility.

If a manufacturer chooses to get rights of a brand via licensing, it gains tremendous exposure in its category in every retail store the product is sold. When sold into major chain retailers, the brand can gain thousands of additional feet of brand exposure in each category.

Commenting on the same, Samir Jain, COO, Green Gold Animation said, “A lot of small toy manufacturers are entering the brand licensing market which is very good for us as well as the industry. This way the unorganized market is getting into organized mode by the way of taking licenses and upgrading themselves from being unorganised toy business.”

“We in fact have many licensees who are first time licensees and have moved out of the unorganized sector. This helps the industry grow as well as the licensing fraternity benefits out of it,” Jain added who has onboarded a plethora of licensees for Green Gold’s iconic property Chhota Bheem.

By licensing the brand to a manufacturer which currently sells into a retail channel where the brand currently does not have a presence, the brand can gain access to that channel via the licensing relationship. Also, akin to new channel access, a manufacturer can gain entrée into new regions via brand licensing and improve his scalability.

Voicing the same, Anand Singh, director – South Asia, Cartoon Network Enterprise said, “I strongly feel the more independent the licensing business become, the more it will deduce the dependence on import, the better it is for economy, the better it is for license and for the local market.”

In his words, too much dependence on Chinese imports, fluctuating currency sometimes can make the licensees run for cover because they may be planning a range when the dollar was at 64, and then suddenly it goes to 50  leaving everything go haywire.

Credits to small manufacturers getting into brand licensing business, a lot of things have changed in last two to three years. For instance, three years ago the bicycles were all 100 per cent imported. There was no licensed bicycle made locally, but today the entire licensed bicycle industry has shifted to Ludhiana including Hero and Avon and the market has become much localised.

That helps not only helps the licensees, but also benefits the retailers to control their timelines, price points and deduced stock-outs.

 

Why licensing is ideal practice for manufacturer?

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Toy manufacturers are facing a catch-22 situation due to entry of global market in market and the consistent pressure tending them to reduce price. However, licensing is a brilliant way-out for toy manufacturers says Vikram Goel, the owner of Infotech Resources.

Given the intense competition in toy industry and entry of global brands in market; local toy manufacturers’ are looking at various methods to increase sales of their products. However, they are somehow caught with only one methodology enforced by dealers –REDUCE YOUR PRICE.

Considering the ground realities, it is not a viable option for manufacturers to reduce price of a particular product below a certain point due to quality constraints, else the quality suffers.

In this case, a methodology that attracts a consumer to have hands on the product, is to establish connect between the target audience i.e. child and the product. This connect is generated when a Superhero or a licensed character, which the child adores and correlates to, is there on the product. For instance Motu Patlu, Doraemon or Batman have that instant connect with the consumers.

If a manufacturer prints these characters on the product, the child is attracted to the product and pushes the parents to buy that product, purely due to the character’s appeal.

Premium pricing: Licensing not only helps manufacturers sell the product faster, but also they can draw a premium pricing from the dealer, as the product is quick to sell. Moreover, the customers are pretty okay to shell out some extra bucks for original licensed products.

Quality assurance: Working with a licensors comes with a set of guidelines, quality being of paramount importance. When a manufacturer is a licensee, he can be assured that customers won’t doubt the quality, reason being the licensing agreement wherein licensors emphasize on high quality.

Lesser competition: Branded and well established manufacturers’ can generally afford the licensing fees. This helps them standout from other small players, when the products fight for shelf space at the retail end.

Easy access to large retail chains: Often manufacturers’ find it difficult to enter large retail chains like Shoppers Stop, Crossword, Hamleys’ etc. But when they approach with licensed products, it attracts the larger chains, and often helps them make a break through.

For instance, Green Gold, license holder for Chhota Bheem, has established specialised retail stores that sells only the licensed Chhota Bheem products. Manufacturers having Chhota Bheem license, therefore have another retail chain, through which they can sell their products.

Companies which own the Character License, like Disney, Warner, Green Gold are continuously spending large sums of money on publicising their characters, and organizing events, to retain and build the connect of the kids with the characters. Manufacturers’, who buy the license get benefited by the publicity spends of the License Holding Company.

Nazara Games ropes in new Business Head

October 22, 2016 | 7:08 am

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One of the India’s leading mobile game publisher, Nazara Games has roped in ex- Times Internet employee Rashmi Ranjan Mishra as their new Business Head – Brand Solutions. He will be heading ad sales nationally across all the games published by Nazara.

Mishra has served as the Regional Sales Manager at Times Internet Limited where he looked after Mobile/Digital Ad Sales and Solutions for West and South India. Rashmi has over 10 years of experience in Mobile/Digital domain with expertise in Sales and Business Development.

Rashmi comes with deep industry relationships and flair for offering pertinent brand solutions to brands.Commenting on the new appointment the CEO of Nazara Games Manish Agarwal said, “We at Nazara Games welcome Rashmi to the super exciting world of gaming and we are confident that he will soon carve a niche for himself in mobile gaming.”

Rashmi Ranjan Mishra on his new appointment said, “The excitement of brands around mobile gaming, in my numerous meetings with agencies and brand marketers, reinforces my belief that gaming is the new frontier for innovative work to happen in space of brand solutions. I am confident that with the large bouquet of high quality local IP-based games in the Nazara portfolio, the Indian market will see many innovative solutions via partnerships between brands and Nazara in the coming months.”

Amazon inks pact with Green Gold Animation

October 19, 2016 | 12:45 pm

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Amazon and Green Gold Animation have strike a multi-year content deal which will entitle Amazon Prime Video India to be the exclusive subscription streaming home for all of Green Gold Animation’s future TV episodes and TV movies. of

This deal covers all the content of Chhota Bheem, Super Bheem and Mighty Raju, which will be available on a streaming platform for the first time ever.  Prime members in India will have also have access to Green Gold Animation’s vast library of top-rated shows and movies like Krishna BalaramChorr Police, Luv Kush, Vikram and Betaal and Krishna and the immensely-loved film, Chhota Bheem Himalayan Adventure amongst many others. Green Gold’s merchandise, toys and books are also available on Amazon.in

“Green Gold Animation is a leading creator of premium kids’ content and Amazon Prime Video is delighted to offer a home to their much-loved content for kids and their families.  This partnership will offer Amazon Prime members the very best content for their kids to watch and be delighted by” said Nitesh Kripalani, Director and Country Head, Amazon Video India.

“This is the first step to exclusively bring the best-in-class kids’ entertainment to children in India,” he added.

“We are excited that Chhota Bheem, India’s #1 Kids show for last 9 years would now be available on Amazon Prime Video. Indian Kids will now have better Digital experience with our imaginative content as now they can view their favourite show when they want and where they want,” said Rajiv Chilaka, Founder and CEO, Green Gold Animation.

Brand Licensing Conference showcases newer avenues this season

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Howard Schultz, CEO of Starbucks once said, “The most powerful and enduring brands are built from the heart.”

Everyone would admit that brand building is a lengthy and time taking process with a plethora of risks involved, and brand licensing cuts down that time period substantially. With global brands ready to try out their fortune in Indian retail landscape and Indian brands trying to come out of their shell, licensing has been a different ballgame all together for Indian markets.

“9th Brand Licensing Congress”, themed ‘#OpportunityIndia’ brought some of the top industry experts together on one platform discussing different arena of the Indian licensing and merchandising industry that has come of ages in past few years.

“Brand building is a time taking process and that is where licensing helps, especially for private brands in FMCG and CDIT sectors,” shared Atulit Saxena, COO of Future Brands. His thoughts were echoed by Samir Jain, COO of Green Gold Animations who shared how licensing helped Chhota Bheem scale up on the global landscape.

Not only acceptance of brand licensing as an effective retail strategy was an important aspect of discussion at the congress, but experts like Anand Singh, Director – South Asia, Turner shared some strategies to increase the effectiveness of the licensing program. Noticeably Turner’s licensing arm Cartoon Network Enterprise is re-launching its iconic properties Ben10 and Powerpuff Girls.

“Constant innovation is very important for licensing program, shared Singh. Talking about the creative aspect of licensing program, Job Van Dijk, COO of Tempting Brands for Route 66 added that licensing is beyond slapping of logos on the product. Hence we ensure that we add various elements of the brands to our style guide so as to familiarize the licensee with DNA of the brand.

Sharing his view on the brand recognition and challenges in retail, Alok Kamat, Executive Director of Alkam opined, “During initial days when we launched Barbie Shampoo, we faced a different set of hurdles related to brand recognition and product acceptance. All it took was awareness and education among the retail partners to excel on the revenue front.

The conference which took place on 15th October 2016 at Pragati Maidan New Delhi had a might of recognition and accolades on the evening of 16th October.

Attended by more than 100 representatives from licensing fraternity including licensors, licensees, brand custodians, manufacturers and retailers, the conference boasted of some of the untold aspects of brand licensing in India and ways to address the bottlenecks.

After licensing, Chhota Bheem considers franchising as well for expansion

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India’s favourite home-grown toon character, Chhota Bheem, is evolving, gaining new powers and getting a new storyline. Along with inking licensing pacts with some of the big names in FMCG and lifestyle segment, Green Gold Animation, the parent company of this home-grown property, is also considering franchising as a route to scale up, revealed Samir Jain, COO, Green Gold Animation.

What is new with Chhota Bheem in terms of content?

In terms of content, Chhota Bheem has been re-made in form of a 3D show – a TV movie. So 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

Another is that we are planning to release Chhota Bheem theatrical movie in summer 2017 that movie ‘Kung Fu Dhamaka’ which will be hardcore slapstick out-and-out comedy. Licensing process is going to b rolled out in January because this is going to be converted from a 3D movie to a TV series. Typically it takes three months for a new movie to roll out. The series will be on air from December 2016 with new episode every time and by that time the property will be known and matured enough in the market.

What are your plans regarding Chhota Bheem Classic?

Chhota Bheem Classic has moved in GCC countries and we have released Chhota Bheem Himalayan Adventure as a theatrical movie in UAE in the month of July and now the content through Etisalat BOD and also Emirates Airlines. It is already available on these platforms. The big bang is that this year the brand ambassador of Global Village Dubai is Chhota Bheem. With this the brand is expanding and we are moving ahead with merchandising in the Middle East.

What have been the key markets for Chhota Bheem licensing program?

Globally in terms of content we are present in 12 countries including Indonesia, Malaysia, Mauritius etc. and now we are also extending merchandising to these countries.

What per cent of your revenue is driven through licensing?

Total 40 per cent of our revenue is being generated from L&M

What are the recent deals that you’ve inked pacts?

We have inked pact with Monginis for Chhota Bheem cakes, Havmor for ice-cream and Asian Paints for wallpapers, paintings etc. All of them are Pan-India deals. Though Monginis is West dominated brand but is very organized in terms of retail landscape, and has done very good numbers. That is why we have inked pact with them.

Talk to us about your scale-up plans.

At the moment we have 18 stores operating on franchised model and we are also increasing focus on shop-in-shop model with various retailers. We have added two stores operational now in hyper format with Hypercity. Few other alliances are in pipeline. For franchised stores investment will be from Rs 10 lakh onwards and area would be from 300 to 400 sq ft.

Chhota Bheem – The Indian answer to International properties

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While the world is going gaga over global properties for licensing, Chhota Bheem – the Indian origin character is altering the licensing scenario of India in a huge way, says Vikram Goel, the owner of Infotech Resources.

Over the past many years, we have been awe struck as kids by Mickey Mouse, Donald Duck, Barbie, Superman, Spiderman and other. Typically the Indian child visualised these characters and their powers and purchased toys, stationery, lunch boxes, etc which had their favourite characters on them.

Indian companies have paid huge upfront payments and royalties to these international companies for the licensing rights for these characters. But the during last five years, the Indian television has undergone a revolution with debut of dhoti-clad little boy from Dholakpur – Chhota Bheem. Produced by Green Gold Animation Studio, this home-grown character illustrated a saga of success at par with the likes of Disney and Warner Bros.; something that no Indian brand has done so far.

Kids love and associate with this character. Many toy companies are reciprocating the success of this home grown superhero by taking the rights for the character to include in their product range. And now Chhota Bheem is present across categories with 100 plus licensing deals – both on product and promotional front.

What makes Chhota Bheem a beloved property for retailers is the easy availability of licensing rights. The rights for this character are available at much easier terms and lower costs than the international characters. Also Indian kids have a greater fascination for Chhota Bheem and therefore sales in India for toys and other merchandise with this character are comparatively higher.

Moreover, this is a wonderful example of ‘Make In India’ where a character created by an Indian company is used by the kids’ product manufacturers’, to sell their products in India to Indian children. And talking from a licensee’s perspective, we save a large sum in foreign exchange, and have created a new revenue stream by adding Chhota Bheem to our portfolio.

“Chhota Bheem” is the first successful indigenous IP from India…

Nazara to publish Mobile games for Amar Chitra Katha

January 20, 2016 | 12:19 pm

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After being a proud gaming partner to games based on Chhota Bheem and Zeptolab’s Cut the Rope, Nazara Games will be publishing games based on Amar Chitra Katha and Tinkle’s extensive roster of well-known characters.

Speaking on gaming business, Manas Mohan, CEO – Publishing, ACK Media said, “We would like to see gaming revenues contribute anything between five and 10 per cent of our total revenues in two years from now.”

“Gaming will give us a certain margin to invest more into customer contact programmes and grow our brands,” he further added.

He stated that the first game would be out in the next six months. Right now, it’s unclear if Nazara would be developing games for ACK in-house or outsource them to a third-party developer. Also unknown at this point of time is what genre would be tacked on to these IPs.

At the moment, Nazara’s Chhota Bheem games are being made by Maskgun developer June Software. ACK has been a part of video 2009 its games were developed by Synqua, some of which appear inspired by classics like Prince of Persia.

With both Suppandi and Chhota Bheem’s interactive avatars being helmed by the same company, it will be an interesting test of the depth of the casual gaming space that’s seen very little change in consumption over the past couple of years despite attempts to turn the tide.

Flipkart Gets Into the Games Business; Backs Mech Mocha

January 12, 2016 | 12:39 pm

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Playing its cards the right way, eCommerce giant Flipkart has announced to have invested in Bangalore-based gaming studio Mech Mocha – the official gaming licensee for Chhota Bheem. Gadgets 360 had earlier reported that Flipkart is looking to invest in local game developers.

Binny Bansal led online marketplace has partnered with Blume Ventures to initiate funding for Mech Mocha. This is Flipkart’s first investment in the mobile gaming business, and Blume Ventures’ third; the company had earlier invested in Hashcube and Rolocule.

Mecha Mocha debuted with an action title ‘Puppet Punch’ and launched second game, Chhota Bheem – Himalayan Adventure, under strategic licensing agreement with Green Gold Animations for Chhota Bheem Himalayan Adventure movie released on 8th January. However, the Chhota Bheem TV IP will remain with Nazara Technologies, who are the gaming licensee for Chhota Bheem.

Dorling Kindersley sets pages for Green Gold’s Chhota Bheem

January 11, 2016 | 11:09 am

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Children can now read, create and learn along with Chhota Bheem and his friends, courtesy the recent agreement between illustrated reference publisher Dorling Kindersley (DK) and Chhota Bheem’s creator Green Gold Animation.

Under the agreement, DK will produce bouquet of print and digital products for children on the popular cartoon characters.

With multifaceted program of publishing more than a dozen titles over the next two years, DK hopes to excite and inspire children to read, create and learn along with Chhota Bheem and his friends. These books will be distributed and sold through the extensive Penguin Random House network – both online and offline.

Four titles scheduled to be published this year are – Let’s Make English Fun, Let’s Make Maths Fun, Chhota Bheem and Me, Chhota Bheem Readers and Chhota Bheem Character Encyclopaedia.

First two titles are part of the Chhota Bheem Gurukool Series of English and Maths workbooks for preschoolers and primary schoolchildren of 3-7 age.

Chhota Bheem and Me is a 104-page journal packed with activities and exercises that tells children about Chhota Bheem and his friends, allows them to keep a journal or diary, and encourages them to be creative and imaginative.

Chhota Bheem Readers is a four-part series that introduces children to the world of Chhota Bheem, including his village, friends and foes, and the myriad adventures Bheem finds himself in.

The Chhota Bheem Character Encyclopaedia is billed as a one-of-its-kind, book, telling its young readers all about the famous characters in Chhota Bheem’s world, while giving them a chance to explore the village of Dholakpur where they live.

“We are thrilled to be collaborating with Green Gold Animation to introduce a range of fun yet educational books in DK’s iconic style, especially for Indian children,” said Aparna Sharma, Managing Director of DK India.

Commenting on the alliance, Srinivas Chilakalapudi, Chief Strategy Officer of Green Gold Animation said, “Green Gold is very excited to work with DK, we have always strived to create great edutainment for the children of India and the world over.”

Chhota Bheem up with Himalayan Adventure Skiing on Android

December 6, 2015 | 7:22 am

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Green Gold has launched Chhota Bheem Himalayan Adventure Skiing Game in association with Mech Mocha. The game will be available on Android and through Google Play store.
This game provides a Ski Safari experience to gamers. It’s an endless skiing game where the character will be seen skiing on Snowy mountains with various obstacles and powerups on his way.

Talking about the game Green Gold Animation CSO Srinivas Chilakalapudi said, “We have always focused on creating characters that resonate with Indian sensibilities and taken them places. Once you create a bond with a certain character, chances are that you will accept it over various platforms. With the recent success of the game ‘Chhota Bheem Race’ we got an added impetus to come with Chhota Bheem Himalayan Adventure Ski Game.”

Mech Mocha CEO Arpita Kapoor added, “Chhota Bheem is tremendously popular IP and we found an awesome founder in Green Gold. For us, this is a long-term investment; We will be releasing major updates for the game in coming months including racing and multiplayer. Our focus is ‘Making India Play’ and this is our first step towards reaching that vision. The game showcases popular culture references similar to content by TVF and AIB, which is done first time by any game developer in India.”

The game follows a storyline where Chhota Bheem will be seen roughing it out in the snow capped Himalayan terrain and along with it comes a new look for Bheem. Instead of this usual Saffron Dhoti he will be seen in earthy shades of cool mountain gear, breaches, caps and furry jackets.

Licensees need a lot of hand-hold

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After marking its presence in South-East Asian market, Chhota Bheem is soon going to venture into countries in Africa and West Asia. With this, Green Gold Animation Pvt. Ltd., the creators of Chhota Bheem, are betting big to transform the home-grown little superhero into a global character while working upon the licensing programme parallelly. Noticeably, the company gets 40 per cent of its revenues from merchandising.

Despite the great numbers, the company faces speed breakers due to lack of awareness about brand licensing in India. In a conversation with License India, Anvita Prasad, Head Licensing at Green Gold Animation Pvt. Ltd. spoke about the licensing programme for Chhota Bheem and the challenges while dealing with a licensee.

What is new with the licensing programme for Chhota Bheem?
It is going great. We are breaking one record after other. Licensing is a new division over here started almost 5 years back. Every year we are adding a lot of categories and today, almost all the important main categories are filled. Now after exhausting the main categories, we are moving to the non conventional products. Apart from Chhota Bheem, we have licensing programmes for Mighty Raju and Arjuna – the prince of Bali.

How many categories are being addressed through your licensing programme?
As such we are in almost every category be it fashion, home, Back-to-school, or food. We have active 60 product licenses and roughly 40 promotional licenses, which makes approximately 100 active licenses. Promotional licenses are a time-based thing. We at Green Gold, take care of product licenses and POGO takes care of the promotional licenses.

What are the non-conventional categories that you are looking at?
The non-conventional categories include technology-based products, and health segment which we are entering into. We have launched a product – a candy with minerals, multi-vitamin, calcium, which is well accepted in the market. Health is one area where we are talking to a lot of people. Similar is in technology-based products. I can’t divulge the details, but these are the two segments in pipeline at the moment.

In F&B industry, we are already present in food-based drinks and snacks. There is a licensee for chips and similar products. There is a licensee who recently launched mango and litchi drink. Then candies are also there. But most of our food based licensing is into promotional category. We are continuously talking to people. We are looking for some licensees for jam, chocolates etc.

Are there any plans for Chhota Bheem themed restaurants or cafe?
All those discussions are on, but everything is in preliminary stages. We have tie-ups with pre-schools and they keep doing promotional activities with Chhota Bheem. These are very old tie-ups which are still on. Chhota Bheem appears into their promotions, summer camps, etc. that’s something different from normal licensing.

Chhota Bheem is a very Indian content and that’s why even parents don’t mind their kids watching. Also, it connects with our Indian culture, moral values are there and every show teaches you something. That’s why it is welcomed by parents.

Of all the categories, which one is generating the most revenue?
If I have to tell you about revenue as per categories, I would say, BTS is the biggest currency for us which include school bags, lunch boxes, water bottles, pencil boxes and stationery and contributes roughly 30 per cent of our biz. Then toys and apparel are 20 and 15 per cent, respectively. Around 15 per cent comes from foods and rest from others.

According to you, which is the most popular product in BTS category?
What happens is that you buy bags once in a year and hence, seasonality is involved in the sale of bags. For that matter, seasonality is a part of sales of water bottles and lunch boxes also. In terms of stationery and pencil boxes etc., sales is there throughout the year driven by their usage which is independent of season. So this category would be best classified into seasonal and evergreen products.

Do the prices vary as per the location?
I would say the price varies in terms of distribution channels – organised, eCommerce and traditional mom and pop stores. We have school bags starting from 599 onwards up to 1,400, whereas hypermarket stores have in price range of 299 onwards. Again, price depends on geographical area; smaller towns have school bags priced at around Rs 299 in mom and pop stores, but certain stores in Mumbai will keep stuff similar to those selling at Lifestyle, as they have affluent class as consumers. A similar range is available at online portals as well. So, largely, price varies according to distribution channel.

What challenges do you face as a licensor while operating in India?

Licensing in India is at a very nascent stage. Though Disney is operating for last 20 years now, but actual licensing started 7-8 years back. Now if you go to school, you won’t find any simple pencil box, every child owns stuff of one or more character. Now, even parents are very well informed and they are willing to spend.

One challenge is that there are common partners among a lot of licensors. In addition, when you approach someone who is new to licensing, first you need to make him understand why he needs to pay you as royalty because in India people still think that slapping a character onto their product will give exposure to that character/company.

Also, when someone becomes a licensee, a lot of hand-hold is required because the licensee is completely ignorant about profits and thinks that now licensors will manage everything. Now some tight handholding is required from inventory to product production, and we love to do that because we want quality products to enter the market. So, educating a licensee is one major challenge.

Moreover, piracy is a very big problem and we need to have very stringent laws against it. A lot of cheap products are available especially for very popular characters.