Makers of Baahubali try to cash in on Baahubali brand by flooding market with merchandise


If Baahubali was big then Baahubali 2 is becoming even more bigger. The magnum opus movie which has been the talk of the town and waiting for a late April release is making all the right noises across India and as well as abroad. People are anxiously waiting to see “Why Kattapa killed Baahubali?” This million dollar question will be answered in Baahubali 2. Even before the release of the movie, Baahubali 2 has started making money and now the makers of ‘Baahubali’ Arka MediaWorks wants to cash in on its popularity by flooding the market with Baahubali merchandise. Up for sale will be figurines of Baahubali and Bhallaladeva the two key characters from the epic franchise. Fans will also have the option to buy replica weapons and swords like that of Hollywood movies.

The makers of Baahubali have also got Britannia on board and Britannia will invest in on-pack promotion, merchandise and media and as part of the deal. Over 150 million Tiger and Milk Bikis packs of Britannia will be cobranded with Baahubali merchandise. Britannia will be distributing these across 1.2 million outlets. While Tiger will focus on pan-India merchandise, Milk Bikis will be focusing on children in south India. As part of the contest winners will get an opportunity to meet actor Prabhas, who plays the title role of Baahubali. A lot of other initiative have also been taken by the producers to bring in longetivity to the brand ‘Baahubali’

Talking about this development Shobu Yarlagadda, CEO of Arka MediaWorks, the production house of the franchise said, “The Baahubali brand has been very well established in India now. It is the first truly trans-media brand, where each of the piece is a different business in its own way and not just a marketing proposition for us.” Bhavik Vora, founder of Black White Orange Brands, which has the rights to the Baahubali merchandise says “Hardly any Bollywood movie has looked at merchandise seriously. Mostly, L&M has been looked upon as a promotional tool. This is the first time we are taking it to a scale of a different level.”

Though selling Hollywood merchandise has been a huge success across the globe, Indian film’s have not been able to rake the moolah till now. Though there have been attempts before of selling merchandise of Krissh, Dhoom and Ra.One, the attempt has earned limited or no success at all. Where Hollywood movies like Star Wars have been able to generate sales of USD 40 billion in retail sales and Harry Potter franchises have made close to USD 35 billion, the Indian films have made less than a percentage point of overall revenue. The only Indian super hero which has been able to make a mark in the merchandise sales sales is Chhota Bheem.

Baahubali and Baahubali 2 makers are trying to tide this time by flooding the market with apparels, figurines, personalised debit cards, posters, mugs, badges and laptop skins. Coasters, canvas prints, phone covers and accessories, VR glasses and more are also up for sale this time. The magnets and coasters will cost Rs 199, while tshirts will be priced up to Rs 899. Figurines are priced at Rs 999. The makers will be making the products available in over 1,000 outlets across the country and they are hoping to sell merchandise valued at over Rs.25 crore.




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