KRRISH
Krrish: India’s Most Popular Superhero Franchise
Introduction: Krrish is India’s successful superhero franchise. This case study showcases Dream Theatre’s role in developing a comprehensive merchandising strategy that solidified Krrish’s iconic status.
Objectives & Goals:
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To create a comprehensive merchandising strategy with a range of offerings.
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To enhance brand visibility and fan engagement.
Target Audience: Fans of all ages who are captivated by the Krrishfranchise.
Strategy and Execution
Approach:
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Understanding the essence of Krrish and its appeal.
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Created style guides that could be used by potential licensees.
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Developing a cohesive licensing and merchandising strategy.
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Crafted a franchise approach by partnering with Toonz Animation to evolve “KidKrrish"
Execution:
Licensing Strategy: Crafted a comprehensive licensing strategy to align with the franchise’s values and audience.
Product Portfolio: Created a full fledged portfolio including toys, publishing, apparel, gifts, and novelties.
PR and Marketing Plan: Implemented a synchronized PR and marketing plan to boost awareness and interest.
Retail Rollout: Strategically launched merchandise across various retail channels.
Fan Engagement: Developed a fan engagement program to drive loyalty and sales.
Results/Outcomes:
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Successfully launched a wide range of Krrish merchandise.
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Achieved high brand visibility and market presence.
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Recorded significant sales and fan engagement.
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Created a benchmark for future Movie licensing programs in the Indian entertainment industry.
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