2019 – A Fan Fiesta: Bhavik Vora, Black White Orange Brands
Guest Column: Founder & CEO of Black White Orange Brands Pvt. Ltd says 2019 is the year that fans across age groups & genres are going to enjoy the best content of some of their favourite brands
Published - 04-January-2019
If there is any year that can define the Brand Licensing business in India then 2019 is that year.
This is the year that fans across age groups and genres are going to enjoy the best content of some of their favourite brands. Just look at the line-up of content this year; Transformers, Captain Marvel, How to Train Your Dragon, Avengers, Aladdin, Secret Life of Pets, Toy Story, Lion King, Star Wars, Spiderman, Frozen, Joker, Game of Thrones, Cricket World Cup and many more ... It’s a Fiesta!
While India is still a long way from being a huge market for Brand Licensing, things are changing, and changing at a fast pace.
Animation movies are going to dominate the box office and retail shelf spaces
Animation is the biggest content provider for any merchandise program across the globe and 2019 is going to be no different. In fact, if anything, this is going to be the biggest category and will probably break box office as well as retail records on consumption. With the content line-up from big studios like Disney & Universal, kids and young adults are surely in for a treat at retail.
Content from OTT platforms will carve its own fan following
Although the numbers on viewership might be small right now, there is no denying that content from platforms like Netflix & Prime Video is beginning to create its own cult. The amount of money that Netflix and Amazon are pumping in to create original content, is going to be directly proportional to their intent on creating a brand extension program for these properties.
The cult will continue to rise and grow
Game of Thrones will drop its final season in April 2019 and fans are already gearing up to show off their allegiance to the various houses. Harry Potter, Game of Thrones, Fast & Furious will continue to grow their cult by launching some unique programs and categories around them.
It’s time for battle royale
The craze of PUBG & FORTNITE globally and in India is redefining brand extensions of gaming brands. It’s a category & genre waiting to explode, and these brands are riding a global wave of a fan community that is threatening to take over the world of consumer products by storm.
Finally it’s time for Goldrush in the celebrity licensing space
2018 saw the launch of a lot of celebrity brands like PROWL, ROWDY, Gully etc, and more and more celebrities are vying to capture the fashion space in India and replicate the success that WROGN, HRX & Being Human have enjoyed in the last few years. Social media has played a huge role in creating this market, and in the way today's millennials follow trends and fashion through these celebrities.
The trend that I am keenly following (and also rooting for its success), is the way these products are sold at retail, both online and offline. It is very important for retail stakeholders to realise that fans buy ‘experiences’ and the more they enhance the buying experience, the more they are likely to generate sale. I see that as a direction from a few existing operators as well as some new ones, who will launch in 2019. Their success will totally determine the way we buy these brands.
(The author is Founder & CEO, Black White Orange Brands Pvt. Ltd)
Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.comFor more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK