Unleashing the Brand Marketing with the Ladoo Power.

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.