India’s very own super hero Krrish has had a dream run for the past 10 years, never having faded from the audience’s memory due to the well-planned and marketed release of the last 2 films in the trilogy. It is the life cycle of brand Krrish that has attracted marketers of children’s products to enter into partnerships with the film.

Keeping up with the momentum Dream Theater, an entertainment company signed up as the official merchandise partner for Krrish 3.While speaking to Pitch, Jiggy George, Chief Executive Officer (CEO) and founder of Dream Theater said “Before associating with any brand we look for the shelf life of the brand. The first story of the Krrish Sequel was ‘Koi Mil Gaya’ in the year 2003, and then in the year 2006 another sequel Krrish released and this year we have Krrish 3, which suggests a long life cycle of the film. Hrithik is himself a brand and the main protagonist. The merchandise has a diverse collection ranging from impulse toys to apparel to school supplies and so on. Besides, locally it is our first venture and we are very excited.” George added.

Krrish 3 is expected to generate sales of close to $3 million from digital activations, merchandise, and animation related licensing. Filmkraft productions partnered with Turner International India and Toonz animation to create four animated movies. This was the first time an animated character was created after a Bollywood character.

Worldoo an online ecosystem for kids where they can live, express and play has joined hands with Krrish 3 to bring Indian superhero to its young users. Mr. Harsh Wardhan Dave, Head- Experience and Brands at Worldoo.com said “Worldoo.com is a global platform designed for kids between 6-12 years. So we have to cater to the needs of these kids. On Worldoo kids can interact with different avtars of Krrish even before the release of the film. In terms of outreach we have got a tremendous response.”

“We want our Worldoo kids never to miss out on the most popular and entertaining stuff that’s happening out there. We realize the kind of following that Krrish has with kids and we have decided to associate with them. Through Worldoo, kids have a special chance to win cool merchandise” Dave added.

But do such alliances really work in the favour of brands that associate themselves with a film in this manner? Some experts have a different view. Ramanujan Sridhar, CEO Integrated Brand-Comm Private Limited said, “I think brands should not try to ride on the popularity of the film and the film-cast. If the brand is integral with the movie then I think Krrish can be a great marketing platform for the brands. For instance a cycle brand associating itself with a movie like ‘Jo Jeeta Wohi Sikandar’ will make sense.”

The film will be released in multiple languages and insiders believe Krrish 3 will be the most marketed film of the year.

By Devansh Sharma