The era of original local content beckons Indian animation. As the country’s animation studios begin to think and produce local content, ancillary revenue streams and how well they are tapped into will be a key factor in making projects feasible.
Shethia Audio Video Pvt Ltd, the studio which has produced the soon to be theatrically released animated feature Krishna: Aayo Nathkhat Nandlal is tapping at the Licensing & Merchandising opportunity in an interesting way. The producer has recently tied up with with Mumbai based Purple Creations for its Purple Kids and Giraffe apparel range.
Speaking to Animation Xpress.com, Shethia MD Amit Chheda said, “We are trying to explore our animated IP in every way. Apparel is one of the initiatives. This whole business model is new in India and the aim is to gain experience and to find a way wherein revenue accruing out of animated IP could be supplemented by additional revenue streams”
Purple Creations MD Pankaj Vira shared “This is the first time that we have taken the rights for an Indian animated character. We are confident that this venture will yield great results. Right from the onset of the project we had committed to acquiring the apparel merchandise license for Shethia’s Krishna worldwide”
“This will help awareness for Krishna and will increase our brand awareness too. Demand is co related to hype and since there has been a good amount of marketing done by Shethia and by us we are sure to build great awareness for our brands” he added.
Purple Creations which has a chain of four branded apparel stores in Mumbai is planning a pre release elaunch of Stand alone Cotton Tshirts (1-14 yrs) as well as complete Sets (Tshirt-Shorts) with Internatrional standards under its Giraffe and Purple Kids labels with prices range from Rs 139/- to 349/-
Vira shared that Purple Creations has earlier created an animated film around an original character Tanku (the copyright belongs to Purple Creations) and distributed it as a free gift to loyal customers. He also shared that Purple Creations was on the lookout for more original characters. “We plan to take any creative art which attracts kids and also gives good messages to the society. The characters of course have to be cute and adorable”
Other than the Krishna Apparel that Purple is launching, Shethia has also entered into partnerships with Buddyz for toys and collectibles like Key Chains, chimes etc and with Sundaram for Books and Stationery.
“This is just the beginning, you will see a lot more L&M activity around our IP” concluded Chheda.