The madness and the hoopla


Last afternoon, the M-I-L and me sat on the auto , only to be disturbed from our thoughts by a loud happy yell from a girl that happened to pass by on a scooty with her daddy. “Chota Bheem bag appa ” she screamed pointing out to the bright blue bag that was on my lap.

This morning, the boy and I did our usual play in the play area. A little later , a 6 year old came along with his daddy .Th boy built a small tower with his plastic blocks and declared it as “Damyaan”.”That is Damyaan” he said. We gladly gave in , the boy, my son and me built Dholakpur, we drew trees on the sand .The boy’s daddy obliged and drew a Chota Bheem much to the amusement of my 3 year old and that 6 year old

Last evening, we happened to shop at the Chota Bheem store in JP nagar.I was trying to reason it out with my son that he already had a mini Chota beem toy that came as a free gift from Pepsodent and that he was free to choose Raju , than a Bheem toy again.I raised my head and there was another daddy that was grinning listening to my argument with my son.

For the last few months , I have only been seeing Bheem around me. First it was a winning strategy to release the movie during summer, then came the tie up with Spar,then came the life size Bheem , then came the water bottles,T shirts … today Bheem is everywhere , there is no way you can escape from the mania.

Today, I was trying hard to recollect what is it that I was crazy about when I was a kid. All I could remember was how Mahabharatha and Ramayan managed to retain the top slot.And I was wondering why nobody back then ever thought of a merchandise.Imagine the kind of money the Chopra’s and the Sagar’s could have made if we had toys, labels and T shirts of the characters. But then clever marketing was something unheard of back then. Today the urban middle class has money, and the potential to purchase. And then comes foreign MBA’s that come up with clever tie-ups and winning strategies.

“Make hay while the sun shines” seems to be the mantra. I do not know how many more years Bheem will manage to captivate the kids.

But then all I can wind up saying is that Bheem has managed to go where no other Indian cartoon has gone before. He sure has mesmerized the kids of this generation .

“Jam Jam Jamboora” … clever marketing hain poora” !!!

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