Over the years, Bollywood has been making efforts to use the merchandising route to promote its films. Bollywood actor Shah Rukh Khan did try his best to use merchandising efficiently to promote Ra.One to its potential viewers. He tied up with HomeShop18 to sell original movie merchandise through both its 24-hour home shopping channel and its website. Ekta Kapoor’s Ek Thi Daayan too experimented with the merchandising technique and released the Daayan comic series to tap into the hinterland markets of India. In fact, the producers also launched a pulp fiction novel with author Ved Prakash Sharma based on the given subject for better promotions. And more recently, Ranbir Kapoor-starrer Besharam too did its bit by tying up with Indigo Nation—the brand from Indus League Clothing— to launch a trendy new collection to sport 24 looks of what Ranbir Kapoor wears in the movie.
Says Rachna Aggarwal, CEO, Indus League Clothing Ltd, “The advantage of such tie-ups is that you get to associate your brand with the lead protagonist, launch a fresh collection of your product line based on what the ‘icon’ uses in the movie and also use film visuals for brand advertising. All these help in joint promotions.”
Nevertheless, Indian movie makers are yet to understand the revenue potential that merchandising can add to their box-office collections. According to director-producer Rakesh Roshan, movie merchandising in India is still quite limited to “vests and caps” wherein the move is more toward its use as a promotional tool than as a revenue generating stream. Therefore, to tap into its revenue-promise, Filmkraft Productions—founded by Rakesh Roshan and maker of the Krrish franchise, has decided to launch as many as 150 distinctive merchandise from the Krrish 3 stable. The products will be available across 5000-plus chain stores, mom-and-pop stores and various e-commerce sites.
The official merchandise, in a deal facilitated by Mumbai based licensing firm Dream Theatre, includes a wide range of products across various categories. The prime attractions are the action figures of Krrish, Kaal and Kaya; kids’ apparel, school supplies, impulse toys such as frisbees and yo-yos, skates, ride-ons and publishing which includes activity and colouring books. Additionally, there are food products (candies, confectionery, noodles), home decor items and accessories such as pendants and cufflinks. Prices begin at R99 and go up to R3,499. The film also has consumer promotions with leading brands such as Kelloggs Chocos, Cadbury Bournvita and