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Iconic rise of `Chota Bheem' brand equity
Chota Bheem turns invincible brand equity for the franchisers who had created the cartoon character. Chota Bheem substitutes the local superman on the Pogo Channel. Children love to watch and the TRP for the show is soaring, say sources. (Frankly my vote will also go to Chota Bheem as my wife complains, well that is off the records.) And now getting straight in to how Chota Bheem is figuring in our business section was the question posed by my In-charge as I write this article. Well the silver lining of the soaring TRPs is that Chota Bheem has become a brand equity and has taken various forms.
Created by Rajiv Chilaka's Green Gold Animation, 130 episodes have already been shot and on an average one new episode is released every week. And as per sources Chota Bheem alongwith another cartoon show Curse of Damyaan, released in May 2012, has grossed close to Rs 5 Cr.
And the claim that Chota Bheem has become a strong brand is evident from the fact that his face pops up on apparel, school products, comics and will start popping up on fans, umbrellas and biscuits as well. Within eight months of Bheem's debut on TV, Bheem comics, DVDs and apparel hit the streets.
As per a detailed media report, `20 stores across the country sell Bheem clothing, school kits, stationery, apparel and accessories. Twelve of those stores are franchisees and the rest are company-owned and operated. Pepsi uses Bheem to sell Notty, its energy drink for kids. Usha Fans will be using Bheem to launch a new range shortly and John's Umbrellas has started using Bheem as its mascot for rainwear. Talks are on for Bheem biscuits and even ladoos which are a source of strength for Bheem. Ladoos could be to this generation of Indian kids what Popeye and spinach were for millions of kids in an earlier time. Unofficial estimates say Bheem rakes in Rs 15 Cr for Green Gold.'
As of now it a well known fact that the children influence the buying of the parents as far as brands are concerned. Hence Chota Bheem is sure to stay from a long time as long as the TV episode sticks to the traditional values say sources. (With inputs from internet- AW AarKay)
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