
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.â€
“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.â€
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
-
Reliance Industries tops Fortune India 500 list for second year in a row
December 10, 2020 By Team PITCH -
-
AdLift Wins Creative Mandate for PayU India
June 10, 2020 By pitchteam
-
THE ROAD AHEAD TRADITIONAL MARKETING- “DIGITAL MARKETING”
July 25, 2019 By Anam Khan -
Marketing Herbal, the Lotus Way
July 25, 2019 By Sanstuti Nath -
Archives
- March 2021
- February 2021
- January 2021
- December 2020
- November 2020
- October 2020
- September 2020
- August 2020
- July 2020
- June 2020
- May 2020
- April 2020
- March 2020
- February 2020
- January 2020
- December 2019
- November 2019
- October 2019
- September 2019
- August 2019
- July 2019
- June 2019
- May 2019
- April 2019
- March 2019
- February 2019
- January 2019
- December 2018
- November 2018
- October 2018
- September 2018
- August 2018
- July 2018
- June 2018
- May 2018
- April 2018
- March 2018
- February 2018
- January 2018
- December 2017
- November 2017
- October 2017
- September 2017
- October 2015
- September 2015
- August 2015
- July 2015
- June 2015
- May 2015
- April 2015
- March 2015
- February 2015
- January 2015
- December 2014
- November 2014
- October 2014
- September 2014
- August 2014
- July 2014
- June 2014
- May 2014
- April 2014
- March 2014
- February 2014
- January 2014
- December 2013
- November 2013
- October 2013
- September 2013
- August 2013
- July 2013
- June 2013
- May 2013
- April 2013
- March 2013
- February 2013
- January 2013
- December 2012
- November 2012
- October 2012
- September 2012
- August 2012
- July 2012
- June 2012
- May 2012
- April 2012
- March 2012
- February 2012
- January 2012
- November 2011
- February 2011
- December 2010
- February 2010
- January 2010
- July 2009
- February 2009
- January 2009
- February 2008
- January 2008
- September 2007
- January 2007
Leave a reply
You must be logged in to post a comment.