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Heavy in-film placements, co-branding and merchandising activities are likely to recover about half the production cost for Krrish 3, the superhero science fiction movie released on Friday. The third in a series started in 2003 (Koi Mil Gaya), Krrish 3 has several brand tie-ups which are expected to fetch revenues of Rs 40-50 crore for production house Filmkraft. The figure is about half the film's overall production budget (Rs 80-90 crore).
The film has tied up with at least 25 brands for in-film placements, co-branded TV spots, apart from film and media deals. The brand associations include Tata Manza (superstar Hrithik Roshan is seen with the car). Also, there is an online contest and augmented reality digital efforts featuring Manza and the film. MacroMan has released a co-branded television commercial.
A Microsoft Krrish 3 game has been released for gaming console XBOX 360 and Android and iOS mobile devices, supported by co-branded television commercials and events. Gameshastra has launched Krrish 3 games on consoles. Chocolate brand Snickers has launched a Krrish 3 app, through which if the user downloads the app and runs it over a Snickers bar, he is rewarded with a motion poster from the movie. Snickers has also launched an online contest - the winners win Yamaha bikes, a brand also featured in the movie.
There's more. Havmor ice-cream has launched a special range of flavours under the brand Krrish 3, in addition to co-branded commercials for television. Kellogg's Chocos has a packaging deal (with the film details featured on the pack of the product), as well as a licensing one, with Krrish dolls being launched by the brand. An unconventional brand such as Fortis Hospitals, too, features prominently in the film, with several shots taken in its premises.
On the media deals front, Aaj Tak is the dominant media partner - female lead Priyanka Chopra has been cast as a reporter with the channel.
Farah Khan Jewellery has been used in the film, with wrist-bands and neckpieces featured in several shots. Mad Over Donuts has launched a Krrish 3 donuts range, and the brand also features in the movie. As the movie is about a superhero loved by children, Cadbury Bournvita, too, has jumped on the bandwagon with a 'Fly with Krrish on Children's Day' contest, along with a packaging tie-up with the film.
A brand that has carried forward its association with the series since the release of the first Krrish film is Flair pens, featured is Krrish 3. In addition to an in-film placement, the brand has also launched a special range under the Krrish 3 sub-brand. Other in-film placements include Air India, Goldiee Noodles, Bisleri and Akai. Cartoon Network has decided to make the most of the Krrish franchise, with the launch of Kid Krrish, a cartoon series on the channel.
"The movie series is a decade-old property, with only three parts so far, which is good. Filmkraft hasn't diluted the property by overexposure," says Nitin Tej Ahuja, publisher, Box Office India. "The brands have been woven seamlessly into the story; so, they aren't jarringly in your face."
Krrish 3 has also tied up with Dream Theatre for merchandising---about 250 products in the Rs 50-3,500 range, distributed across large-format stores, standalone mom-and-pop stores and e-commerce websites, across categories such as toys and figurines, adult apparel, kids apparel, accessories, school gear (lunch-boxes, sippers, water bottles and pencil boxes), publishing, home furnishings and decor (cushions, clocks, bean bags, bed sheets, curtains and photo frames), novelty candy and confectionery and noodles, too. The merchandising deal amounts to Rs 18-20 crore. While the core target is kids in the four-14 age group, there is also merchandise for the youth and adults.
"The theme of the movie is evergreen, with good triumphing over evil. We believe the products will continue to be popular after the movie's release as well and will be available in retail chains," says Jiggy George, founder and chief executive, Dream Theatre. The licensing contracts are for one and two years. The licensing industry in India is currently worth $300 million (Rs 1,852 crore) in retail and is poised to grow 10-15 per cent annually.
Krrish 3 is expected to earn Rs 200 crore at the domestic box office, according to trade pundits. The theatrical rights are worth around Rs 90 crore, the satellite rights are worth Rs 38 crore and the music rights are worth Rs 5 crore. The collections from foreign markets (especially, US, Europe and West Asia) are expected to touch Rs 20 crore.
