Mega blockbuster 'Baahubali' to monetize through licensing

Given the social media memes over the mystery around #WhyDidKatappaKillBaahubali already creating a consumer base for last year’s blockbuster film Baahubali, the makers have roll out licensing and merchandising program for the movie. The film that had gone on to become the knockout of the year, raking up a massive $92 million and getting spot amongst the top 5 highest grossing Indian movies globally. The production house Arka Mediaworks has roped in Mumbai-based licensing agency Black White Orange Brands as their global licensing agent. This would entitle BWO to represent the Baahubali franchise across consumer products & brand collaborations, shared Bhavik Vora, founder and CEO of the agency. Specific to Baahubali, the firm is working on three aspects: the movie, animation and the Virtual Reality content. “For the movie and animation, we are developing two separate strategies for consumer products and promotions. Also, the creative assets that have been created for both content lines are very distinct in its look and the way it will be positioned to the consumers,” added Vohra. This would be across a range of categories including apparel, stationery, novelty, home décor as well as innovative non-traditional categories like financial services etc. Boosted by the success of the first part, the makers have decided to create an entire brand-plan of the film. In words of Shobu Yarlagadda, CEO, Arka Mediaworks, “We decided to look at the other verticals like comics, games, merchandising, and brand partnerships etc. as independent revenue verticals and not necessarily to promote the film.”