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:

• To create a comprehensive merchandising strategy with a range of offerings.

• To enhance brand visibility and fan engagement. 

 

Target Audience: Fans of all ages who are captivated by the Krrishfranchise.

 

Strategy and Execution

​

Approach:

• Understanding the essence of Krrish and its appeal.

• Created style guides that could be used by potential licensees.

• Developing a cohesive licensing and merchandising strategy.

• 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:

• Successfully launched a wide range of Krrish merchandise.

• Achieved high brand visibility and market presence.

• Recorded significant sales and fan engagement. 

• Created a benchmark for future Movie licensing programs in the Indian entertainment industry.