After the runaway success off the animation character `Chhota Bheem’ on TV channels and film, Green Gold Animation, its creators are now eyeing growth in the retail and global markets.

The maiden film venture — Chhota Bheem and the Curse of Damyaan , released in May grossed a record Rs 5 crore at the Box Office. The next theatrical film will be produced by summer of 2013. An investment of Rs 10 crore would be made. It will signal greater focus on films said Rajiv Chilaka, Managing Director.

The Hyderabad-based animation company has launched Green Gold Pictures. Mighty Raju another character (Raju from Chhota Bheem ), who stands for patriotism, will also present science and technology and be contemporary for kids, he told newspersons.

On growth plans, Rajiv said ‘brand bheem’ is being leveraged to expand the retail stores. Through Green Gold store, nearly 500 products are being promoted. There are 19 stores at present. Plan is to start three-four every month and hit 100 by the end of 2012.

In the near future ‘Theme Parks’ will be created. Though at the concept stage, the first one will be in Hyderabad, he added.

Kids Carnival

The big promotion on the anvil from the company is the Chhota Bheem carnival across 16 cities in India. To be kick-started from Vijayawada on August 10, the three-day carnival will be a full day of action and entertainment for kids and parents. Activity and games especially with a village theme will be presented to audiences in cities. In addition to Bheem, other popular characters like Luv Khush, Raju, Krishna, Balram etc will make their presence, mingling with kids and a Dholakpur village will also be created.

Green Gold had a turnover of Rs 16 crore last fiscal, with Rs 9 crore coming from animation, said Samir Jain, Executive Director. On global plans, he said they were reaching Chhota Bheem to 12 countries now. It is tough to break into Europe, US and the developed countries.

somasekhar.m@thehindu.co.in

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