Roping in celebrities has always been one of the significant elements of a brand’s marketing campaign. Now for the first time brands have associated with a local animated character ‘Chhota Bheem’ from Green Gold Productions.
In order to create buzz about the newly launched local animated movie 'Chhota Bheem and the throne of Bali', MATES, the agency which has facilitated the associations, has undertaken innovative activities.
Chhota Bheen has tied up with Kidzee and Dabur Glucoplus, and has also launched co-branded promos in association with McDonald’s.
As part of the promotions on television, the local animated character has visited reality shows such as 'India ka Sabse Bada Dramebaaz'. The character was interwoven with the script and was also present in animated form at the show with all the contestants.
Chhota Bheem was also seen performing Jumping Jhapak for IPL – seen on Sony Max and Sony Six. Chutki and Raju, the other two characters from the film performed on Jumping Jhapak as well. Chhota Bheem was also telecast on ‘Saans Bahu aur Betiyan’ on Aaj Tak on April 30, 2013.
Other marketing initiatives include contests on Radio City for one week as well as contest, articles, photos, videos on Rediff for two weeks. Promos have also been launched on Live Media. As part of the on-ground promotions, Chhota Bheem visited Esselworld and Water Kingdom on April 28, 2013.
Chhota Bheem and seven other characters also visited Hamley’s store in Phoenix Mall, Mumbai.
Apart from the integrations, Chhota Bheem has partnered with Worldoo wherein kids can watch Chhota Bheem videos, play Chhota Bheem games, read comics, choose Chhota Bheem avatars and design their homes with specially designed Chhota Bheem themes as well.
Leveraging the character 'Chhota Bheem' through brands
According to Darshana Bhalla, CEO, MATES, internationally though we have seen content translate in terms of various commercial aspects and foray into various categories of products, India still lacks facilities to carry out the same. Hence, intrinsically they are taken to brands which exist in that particular space and any such properties which build momentum is leveraged through already existing brand categories.
Also what brands bring to 'Chhota Bheem' is media capability. It comes from a production house which does not make ten films a year but is primarily into TV content. For them to magnify the media endeavour calls for a lot of effort and investment.
Last but not the least, the effort of communicating through various brands and media platforms was to make the character larger than TV. Bhalla further added, "We understood that there were different brand categories which can leverage it. Chhota Bheem exudes the brand philosophy that these brands stand for"
What does it mean for the brands?
Elaborating on the rationale behind the association, Abhinav John Bara, Brand Head, Dabur India stated, "Dabur Glucoplus C is the flavor range of Dabur Glucose D. The brand has kids as its core target group and offers the benefits of goodness and energy of Glucose along with a very appealing taste, which is a must for kids. Chhota Bheem is currently a rage amongst the kids. When MATES provided an opportunity for Dabur GlucoPlus to be associated with Chhota Bheem franchise, we felt it would be great opportunity, as both brands embody the same attributes of fun and goodness, resulting in a win-win partnership for both of us.”
Amit Bhatnagar, Business Head of Kidzee Preschools said that as India’s largest preschool chain, it is their constant endeavour to associate themselves with properties that celebrate childhood and ‘Chhota Bheem and the Throne of Bali’ was a natural fit for them.
Another significant element which drives brand associations is the fact that there is an immense amount of clutter and increasingly lesser ownership on television. Bhalla further added, "Even a slightly larger sponsorship will attract nothing less then 10 to 12 sponsors. But through this, though you do have an assurity of being seen, you don't have impact. But the minute one undertakes a film out of television content, it gives you assurity of integration, impact and ownership.”