Top Story

e4m_logo.png

Home >> Kids >> Article

POGO goes to Bollywood with ‘Buchki’

24-October-2007
Font Size   16
POGO goes to Bollywood with ‘Buchki’

POGO and Cartoon Network Enterprises (CNE), the specialised licensing and merchandising division of Cartoon Network, have devised a unique way to promote a new toy called ‘Buchki’. The toy finds a place in the forthcoming B R Films' 'Bhootnath'. This is not the only Bollywood property that CNE would be working for. CNE has already got into a Licensing and Merchandising (L&M) deal for Harman Baweja's 'Love Story 2050'.

Commenting on these associations, Jiggy George, Executive Director, Cartoon Network Enterprises, India & South Asia, said, “The two things that capture the imagination of kids as well as adults in India are Bollywood and cricket. So, we have been looking very closely at the Bollywood market. It is a big challenge to do the whole licensing and merchandising business for movies because product lifecycles are very short, while at the same time movies are very mass.”

Elaborating on the points of deciding on which movie to tie up with, George explained, “We wanted a movie fit at first go because we had to ensure that the movie plot sticks to what our brand stands for in terms of wholesome entertainment minus the aggression and violence. ‘Bhootnath’ fitted the bill and we have tied up with the movie on the L&M front. The movie is slated to hit the screens in January 2008. ‘Buchki’ has been added to the film’s script and characters in the movie have been shown to be playing with the toys. Thus, the toys will have an exposure through the film in a subliminal way.”

George further noted that the festive season being the peak season for toys, ‘Buchki’ would also be competing with POGO and Cartoon Network Enterprises’ immensely popular toy, ‘Blazing YoYo’. However, instead of any apprehension about the toys eating into each other’s market share, George is excited about the competition between the two toy brands and the interest they are generatng in the market. He said, “We know that it will peak by the time ‘Bhootnath’ releases, so subliminally there will be a connect between the product lifecycle of the toy and the movie, which will also help promote the movie.”

Regarding the toy brand’s association with ‘Love Story 2050’, George explained that what led them to be part of the movie was that it was a sci-fi film and would capture the imagination of the kids.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

WhatClicks promises to be an unbiased, objective, third-party audit firm that will work with advertisers and agencies alike to help build an effective and integrated digital strategy.

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video