Krrish is an Indian superhero film and one of Bollywood's most successful film franchises. The franchise, which has a global appeal, is currently based on 3 films featuring a hero who acquires superpowers after befriending an alien. With the upcoming release of the third instalment in the series, Dream Theatre's aim is to make Krrish the most successful licensing and merchandising brand in Bollywood.
Dream Theatre's execution of this promotion included everything from strategy to style guide to putting together a comprehensive licensing program. The strategy includes a strong product range, retail activation, PR and marketing to create and sustain interest, engagement and sales. Dream Theatre is also working in partnership with Filmkraft to roll-out products across categories.
With the film's release in Diwali 2013, the stage is set for the launch of India's biggest licensing programme for Bollywood.