From a fruit juice brand to a health drink brand, from a
fashion retail brand to the other fast moving consumer goods brands, every brand in the Indian
market wants to get associated with this Indian super hero to promote their
offerings to their audiences. Guess who this super hero is.. those who guessed G-ONE
(from Shahrukh’s movie RA-ONE are absolutely wrong). I am talking about the
mighty kid dressed in orange dhotis from a small village called dholakpur, the
super kid “CHHOTA BHEEM”.
Gone are the days when the kids used to keep their eyes
glued to the televisions watching their favourite comic like Popeye, Dexter, Swat
Kats, Pokemon or any other comic show? The young lad from Dholakpur is the new
super star in the minds of these kids. Started almost 3 years ago by a company
know as Green Gold Animation Pvt Ltd,
this show has come far winning the hearts of millions of kids in India. It came
up with a unique character and story line which would well go in attracting the
Indian kids. The Company also came up with shows like Krishna & Balram,
Vikram & Betal which have really helped it in coming up with this successful
show. Considering its popularity, POGO TV also promoted this show to a greater
extent.
When it comes to the rating
factor, Chhota Bheem is rated as the Number 1 children’s show from India. As of
2012 it has aired over 120 episodes and
more to come in the following days. Green Gold Pvt Ltd was quick enough to take
away this momentum of success and launched comics, video games, Chotta Bheem merchandise, toys and more. After several short episodes, a full length feature
film titled "Chhota Bheem And The
Curse Of Damyaan" was released in 2012 and was a surprise success at the
box office grossing over 2 crore net in its first week despite having a limited
release.
From a marketing point-of-view one needs to know about what
did the brands do with the success of this comic character. Big brands like
Boost, Pepsodent, Knorr Soups, Del Monte, MAX fashion retail and others quickly
adapted this concept in their marketing activities for the success of their
brands. Pepsodent also launched a social media campaign contest for promotion. In order to reach the kids segments they bundled chotta bheem toys &
freebies with their offerings to attract the kids segment. They adapted the
unique positioning of this character in the minds of audiences to their brand
advantage, and it worked.
The Company Green Gold also came up with various
offerings for the kids segment in order to attain additional revenues. Sales
have seemed to have gone up after this marketing initiative. Games and App
developers have already come up with their Chotta Bheem games & apps for
the customers.
Truly kids too have their space & role in making a purchase
decision and brands have clearly won in gaining their attention and came out
successful with their strategies.
