The animated version of the mythological Bheem has captured
the hearts of the kids across India. Clad in a dhoti, this nine year old
character along with his friends Jaggu, Chutki & Raju come from the village
of Dholakpur.
Since the days of Tom & Jerry, Mickey-mouse,
there have been very few cartoons which kids can relate directly too. Bheem
fills that void. Mickey-mouse born in 1928, Tom & Jerry started its journey
from 1940 & the relatively newest of them Doremon is now 40 years old.
Chotta Bheem, started in the year 2008 has been going great guns since its
launch.
Chotta bheem & his group of friends effortlessly
connect to the target audience. The children recognize the qualities of Chotta bheem,
i.e. being protective towards his kingdom Dholakpur, a true friend for his
mates Chutki, Raju & Jaggu & large-heartiness towards all other people
as an instant hit.
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Strategy
for success — Two basic management strategies are
followed by the makers of this animation series.
The first one is Market
Penetration. Chotta Bheem is played daily on the POGO channel for a duration of
3-4 hours. On Sundays & holidays it runs for about 8-9 hours. Kids are in
love with this animated Bheem & they even watch repeat telecast of the
show, watching the same episode again & again. The next one is the Product Development
strategy. Green –gold animation, the makers of Chotta bheem series are
aggressively pushing the Bheem merchandise. The company earns close to 40%
revenue from this merchandise. Goodies like Bheem apparels, water bottles, Tiffin
boxes, Chotta bheem watches easily catches our attention at any market place.
Also, birthday goodies are being sold like hot cakes. Bheem is everywhere
today. His face is at biscuits, umbrellas, watches, raincoats & even the
band-aid. Also, the Chotta Bheem movie, as an extension of the animated series has
proved to be a very successful.
The impact of this character can be felt, once you
are watching POGO channel. The 10-12 minute advertisement slot is packed with
advertisers, selling various brands to the kids. The advertisers are selling
everything right from school bags to electric fans displaying the image of the
nine year old native of Dholakpur.
Another reason why the animation series is so successful
as the nine year old protagonist has the quality of a superhero & at the
same time he comes across as a large hearted fun-loving character. The kids
simply adore him. Rajiv Chilaka, the founder of animation series says, “India
wasn’t ready to accept a completely new superhero. It had to be someone from
mythology & someone who is secular.”
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