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Chhota Bheem- Superstar of Indian Animation

According to Philip Kotler, Brand Equity is the added value endowed on products and services. It may be reflected in the way consumers think, feel, and act with respect to the brand, as well as in the prices, market share, and profitability the brand commands for the firm. When Rajiv Chilaka conceptualized Chhota Bheem, he would have never thought of the commanding power this brand is going to have on his firm, GreenGold Animation. Ever since, this equity has been the driving force behind the animation boom in the India.

Background of Chhota Bheem

Inspired from Bheem a mythological character from Indian epic Mahabharata, the creators had initially thought of keeping the stories in the historic setting itself. They soon identified the disconnect the historic setting can create with their target audience, who are in the age group of around 6-12. The audience connect was established by the name itself, “Chhota Bheem”. The age of the protagonist Bheem was also cleverly set as 9 years, where the boy is neither old nor young for the audience to relate to. The camaraderie among the bunch of friends who are always with Bheem and the scenic village settings added to the charm of the hero.

Marketing Strategy and its Evolution

Being a trend-setter in the Indian Animation Industry, the creators of Chhota Bheem have maintained the edge by cleverly following the trends associated with the industry, be it in terms of technology or the taste of the audience and have very successfully maintained their position ahead of many other Indian Animated Characters like Shiva and many more   with a viewership of around 362.7 million.

Image Courtesy: Business today Magazine

Initially, Bheem reached the audience through TV channels and story books. In which he not only saved Dholakpur from evil forces, but also POGO channel which was running into losses that time. The success of Bheem eventually made fortunes for the channel too.

With minimal cost of dubbing to various regional languages, they expanded throughout the country. This expansion was in sync with the establishment of regional animation channels. The prime slots of all these channels were constantly flooded with heroics of Bheem. The marketing efforts of all these channels helped Chhota Bheem to ride along the wave. This created a win-win situation for all the parties involved.

The repeat telecast potential of animation TV series has been an added advantage to the creators in terms of content creation cost. 21 hours of fresh programming every year was enough to give the channel about 48 hours of programming in a week.

The creators further ventured into occasional full movie episodes on TV which also proved to be huge success, achieving highest viewership ever achieved by an Indian animation series.

Venturing into other continents, the show became an instant hit in countries like Indonesia, Sri Lanka, Malaysia, Singapore and Mauritius.

As the creators identified that the brand was entering the maturity phase, they moved on to big screen to release their first movie: Chhota Bheem and the Curse of Damyaan.

Movie Poster of Chhota Bheem

The digital evolution during this era was successfully tapped by the creators, helping them milk the brand to its full potential. The alliance with Microsoft to release a windows app just before the release of the movie was a good move. The app was followed by various arcade games which ran on PC as well as android platforms.

Image Courtesy: M/s GreenGold Animations Pvt Ltd

Hence, the brand has moved along with the growth of a child and his preferences. The craze of gaming among children, combined with the fan following, was well tapped by the adoption of this strategy.

This online strategy is well complimented by their offline presence too. The scope of entertainment brand licensing has been well-exploited. The ecommerce website exclusively for selling the brand merchandise was also a huge hit. In fact, around 40 percent of company’s turnover is from merchandising.

The brand connect has always been improved by the offline presence. The little customers are delighted when they are welcomed by human size Bheem at malls and other public places. Customer activation happens through these interactions, helping the brand to maintain its connect with the audience.

Event-based marketing was also implemented successfully. In 2013, the birthday of the favourite superstar was celebrated in various cities with live telecast. This telecast broke the record by achieving the highest viewership ever achieved by a kid’s channel at that time.

Finding the right partners at the right time has always helped Bheem to reach to his full potential. For example, the recent alliance with Woodstock, an apparel merchandising firm, has helped to promote branded apparels of Bheem and other related characters. The other collaborations include players from diverse fields ranging from McDonald’s and Del Monte to Johnson & Johnson, Knorr Soupy Noodles to Usha Fans.

Since Bheem epitomizes various positive qualities, reputed brands always want to collaborate with him. A recent ad of Parle-G biscuit featuring Bheem and thereby showcasing the health benefits is one of such collaborations.

The success of Bheem has been a great motivation for creating locally produced animation series with the true Indian spirit. Even the creators of Bheem have produced a spinoff series from Bheem franchise, called Mighty Raju. Also, they have used the brand equity of Bheem to introduce other characters like Krishna.

The integrated marketing strategies has helped Bheem, just like the laddoo, his power source. Bheem has been an integral part of a majority of Indian children during the last decade, just like the Jungle Book or the Shaktiman series for the current youth.  Bheem has apparently created huge business and profits to various stakeholders along with etching a long lasting memory in the minds of his little fans, thanks to the intelligent marketing strategies adopted from time to time.

145 thoughts on “Chhota Bheem- Superstar of Indian Animation

  1. A very usefull blog explaining the growth of a brand who lived and grew with the kids and helped pogo to survive.

  2. It seems like the chotu version of the motu in pandavas can now literally sell anything.
    Chota bheem has been merchandised in almost everything now.
    Nice article guys !!(Y)

  3. Finally Chhota Bheem came to rescue the Pogo Channel.Didn’t knew that this small boy was so much powerful in changing the way marketing is done in India.I should probably research on this topic for my next presentation. 😀

  4. Good article perfectly capturing all the nuances of marketing strategies used to make Chota Bheem a successful brand.

  5. Hats off for writing such a good article.. The lucid way in which u brought out the character of chhota bheem deserves applause.. Keep writing more..

  6. I like what you guys tend to be up too. This kind of clever work
    and coverage! Keep up the fantastic works guys I’ve incorporated you guys to our blogroll.

  7. Neatly written to perfection! So much thought behind the character s rise and how it captured the hearts of tens of thousands of Indian kids.

  8. a nice piece of information giving the growth stages of brand along with the digital transformation. keep up the good work guyz

  9. definetely worth a read, giving a holistic idea about the strategies implemented along the digital revolution happened in the nation. all the best ppl

  10. Wow.such an amazing article.didnt know lots of thoughts have gone in creating this character.Hail Chhota Bheem. All the best guys

  11. Amazing facts which states the growth of a brand in the form of a hero. Great article and good facts discussed.

  12. An interesting and informative read..marketing explained in very a lucid fashion. Very helpful guys. Keep up the good work guys.

  13. a very well explained article which relates the concepts of marketing with the real world situation. kudos to the writers. keep up the good work

  14. Good insights about the digitial marketing strategies of the animation series. Chhota Bhim is the pioneer in Indian animation scenario and I guess it will remain the memories for a long time.
    Bhim bhim bhim.. chhota bhim. chhota bhim..

  15. the article is very insightful and i have some good memories associated with bheem which i was able to revisit. thank you for sharing your thoughts. all the best

  16. i liked the article very much because i was a huge fan of bheem during my school days. never thought of the strategies they have put behind in designing the concept. nice article overall

  17. nice thought process behind connecting marketing strategies with an animation series and evolution. its a good and informative article. highly recommended ..

  18. Nice article…very well explained in layman language..so that anybody can understand…well done..!!will look forward to many more!!

  19. Such articles are really helpful to understand what actually happened in the back yard.
    And that too in simple language. Good article

  20. Great article guys.Didnt know that Chhota Bheem was so much powerful .Great way to market in India. all the best team

  21. Using very simple language the writer has conveyed a very deep meaning. A great article to read.kuddos….#marketing #concept

  22. Way too cool guys! Some very valid points! I appreciate you writing this write-up and also the rest of the site is also really good. Great work

  23. The blog is worth a read for those interested into Marketing as this provides an all together different angle of observation and thinking. Very creative

  24. Nice one guys… It was really insightful to view the entire campaign from the marketing angle… And you have indeed done a very good job in understanding the dynamics from various angles.

  25. Creative and well articulated. It clearly highlights why the 4 P’s of traditional marketing are still relevant in the modern times; and the importance for a brand to connect with its audience.

  26. Amazing article guys !
    This article gives a very clear picture about how any product or brand can be marketed !
    Great job. Expecting more articles soon

  27. It’s a good insight into his marketing strategies used. All the relevant points are covered. The special events mentioned are the best part.

  28. One of the most spelbounding shows of all time! Great marketing strategies applied. Keep up the good work.
    loved the way u guys kept it crisp , sweet and simple for us to understand.

  29. One of the best contents that I have come across in a very long time. Really great explanation and explained that campaigns very easily.

  30. A very good representation of the thoughts and strategy that were behind the creation of this new superstar. Also, a very good link-up with basics of marketing. Well done!!

  31. i guess the decision to play chota beem in regional language was taken at the right time during the launch of many channels this is a crucial factor behind success of bheem.

  32. nice work friends… still chhota bheem is going strong and is to be there for a long time i guess. the comparison with jungle book and shaktiman is very true in case of this show.

  33. this article gave me memories of my last vacation which i had spend with my little cousins and i still remember how strong is the influence of bheem on them. bheem=brand equity

  34. the concept of brand equity is well explained through the power of bheem. the analogies are very simple and relatable which makes the article a great read for every one. congrats to the authors

  35. the article is good. even more concepts of marketing can still be applied to the character which can increase the power of the brand. i hope that the creators are working in that way. anyways good job guys…

  36. the way through which the creators of bheem improved their position in market is amazing. a very informative read. i wil recommend it to my friends.

  37. I could easily relate to the marketing concepts with what explained in the article i would definetely watch bheem whenever i gets a chance.

  38. Great work by the authors! No Indian character has become as beloved and well known as Chhota Bheem and all the credit goes to its brilliant marketer’s strategies, which the authors have so aptly captured in this article.

  39. a fresh article with a good though process behind making it a light as well as informative read. intelligently crafted with a good flow of ideas. congrats fellaas

  40. At a time when the Indian animation market was flooded with international content, the emergence of Chotta Bheem has truly been a game changer. This article provides insights on how the tables have been turned in favour of Indian animation and proves that Chotta Bheem is truly a force to be reckoned with.

  41. i am not a management student still i found to read about the strategy explained in the article very interesting. the language is simple and hence the reading was enjoyable

  42. i am not a fan of chhota bheem but what caught my interest was its huge success. now i know what all efforts have gone behind this success. it is well explained in this article

  43. one more thing i want to add to this article is that its association with famous brands has helped bheem to find fans even in adults. that is also a huge advantage to both parties

  44. the thought of taking bheem from mahabharata and putting him in a different setting was the key point behind the success of the series. even the creators wouldnt have thought of such a big hit they are gonna have

  45. congrats to authors for writing a informative yet easy to read article. i am looking forward to good article in future.

  46. i liked the article very much but much more strategies could have been included. so you can write an extended version may be in future

  47. i have not got opportunity to watch bheem till date but after reading i will be watching it for sure. thanks for the link guyz..

  48. great that you guys brought out the story of chhota bheem in this perspective.thanks for the insights and looking forwards to more such articles.hail chhota bheem.

  49. Awesome article guys. Really great efforts. Very good and useful insights explained in a nice manner. All the best and keep writing!

  50. Good write up. Very well articulated all the facts. The explanation is good and very simple about the various marketing concepts. Keep up the good work.

  51. Good article. Worth sharing with the new marketers so that they can have insights about the latest trends and how a brand is created. Nice work.

  52. Awesome article guys.
    Really likes the concept and the choice of topic for discussion.
    Please share more such articles with me as they are very interesting and helpful.

  53. the article briefly and aptly explains marketing in a evolving environment and tell how important is the evolution of strategies than

  54. i have worked in personal selling and i have witnessed the evolution in advertising and marketing domain. this story shows a slice of it. good work

  55. chhota bheem is a role model for the toddlers today. this has been possible because of clever content and clever marketing. this shows the exampls of a first mover advantage

  56. Good Work guys!
    It is really interesting how a cartoon character developed into more like a companion for the kids of this generation.

  57. i would recommend this article to my friends too espcially to whom with kids. they would definitely enjoy this read just like me

  58. congrats to the people behind this article.Chhota bheem is not so chhota anymore.More than kids, parents should now find inspiration from chota bheem.

  59. was not interested in cartoons.but this perspective made me now interested in cartoons.will surely check about other campaigns.

  60. brand equity explained through another dimension.all the best to authors.come up with more articles like this.this is good.

  61. Good efforts. Really very informative article and really very good insights. And also very innovative thinking about the topic and content. Good.

  62. Really good article guys. Very interesting and at the same time very informative, giving good knowledge about marketing. Good job and keep up the good work.

  63. Amazing work guys!
    Very good choice of topic and good insights, helpful for marketers and kids at the same time.
    Very good job and keep posting.

  64. With this article, I understood the importance of social media marketing and not only that but marketing in all channels of social media. Great information team and keep up the good work.

  65. A great article covered everything beautifully. You guys did a great job. I want such more articles from you regularly to increase my knowledge. Good job

  66. Very great article, such in-depth content with very good research work. Graphics used are very relative with great creativity. I think people will love this as it is a favorite character of many people.

  67. Very nice explanation to our very own cartoon character. Did not know the resemblance to our Mythological story. Thanks for the article.

  68. A well thought of and smartly executed Marketing campaign where target user group engagement was ensured across digital media & social media platform which aided in gaining a distinctive & popular status.

  69. Nicely done writeup with great content.
    Let me know if you are up for writing columns for a newspaper.
    Please send me a mail across.

  70. This article is worth a read. Really deep insights given. Kudos to the effort made for writing this article. Really great job guys and looking forward for more such content!

  71. i feel that rather than bheem riding on new channels that time. bheem gave a backing for new regionals to become successful that time. hence i would say it was this synergy that gave success

  72. Being a budding marketeer it is always great to read articles such as this. Very well written. Hope to see more of such articles. Good job guys and all the very best.

  73. Every small leap in your work will make you great writers. Keep working hard and you will achieve great success. Very informative article. Really loved the read. All the very best guys 🙂

  74. A very good article for beginners in the field of management like us on the new trends in this field!! And not to forget, a unique way of writing too!! Great job and keep writing.

  75. Very well thought! I am taking back a lot of great insights of such an emerging area in marketing. Not just brilliant but interesting as well! Very good article and please share more such stuff.

  76. I am very amateur in the field of internet marketing, loved the lucid style in which it is written and moreover, kind of humor that is added at points. Nicely written article. Superb

  77. This is indeed a treat to read. The pattern in which the whole article unfolds is amazing. I would love to read more from the same. Please post more such articles.

  78. Chosen subject is really a practical one. Perfect Comprehensive writing makes it more beautiful and adorable. Keep doing good things up and keep posting. Good job.

  79. Insightful article. Seems like a good amount of research has gone into it. Certainly not the ‘CTRL+C, CTRL+V’ type that we used to do during our engineering days. kudos.

  80. The Write-up is the outcome of great Insights and nice thought process. Kudos!
    Everything explained in a simple and interesing manner! Waiting for another one. Please post soon.

  81. Very well written blog. I liked the fact that how it covered ideas which usually go unnoticed!
    Great choice of topic and words. Good content and very well explained.

  82. The flow of the article is maintained really well!!
    Aptly written.. be it the introduction of the topic or the examples to support the same!! Good job!

  83. nice article, but I feel some improvement can be done. feel free to contact me sometime and we could put something better.

  84. The flow and the content of the article are really captivating.
    Good choice of words and explanation is in very simple terms. Very nicely written!!

  85. its good to have such article with unconventional thoughts which we can easily relate to. all the best team for the competition

  86. its good that these cartoons promote postive qualities rather than violence this is also a reason for the growth of the character along with its strategies

  87. i have never seen any such article about cartoon character and its strategies for promotion so it is a totally fresh read for me

  88. an out an out entertaining article which can teach an elementary students about the basics of contemporary marketing. so well crafted. good work

  89. i dont know how the thought process came about relating chota beem with the digital marketing but they have written this article in a well crafted way

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