By Mrigank Dhaniwala, Bollywood Hungama News Network
Bollywood, with all its stardom and glamour, presents great licensing opportunities for a variety of companies, from publishers to apparel-makers and jewelers. These and more were discussed at the Brand Licensing & Merchandising Show 2009 being held at Mumbai.
Sia Lifestyles Marketing Manager, Roli Malhotra, whose firm designed all the jewellery for Devdas and Om Shanti Om, said, "While Devdas was the perfect project due to large showcasing of jewellery in the movie, Om Shanti Om released around Diwali and the marriage season giving us the opportunity to present a more contemporary range."
Speaking at the session, 'Licensing opportunities in movies and publishing', Roli claimed that branding in Bollywood films had been beneficial for Sia. "The Om Shanti Om collection was a 100% sell out, footfalls increased 50% and sales went up by 20% on a year-on-year basis. Bollywood rules, so let's make business out of it," she said. She added that the company is currently working on designing the jewellery for two upcoming films.
Another panelist, Eurokids MD Uday Mathur, whose company was the licensee for Lagaan and very recently, Drona cautioned against the odds in the licensing Bollywood properties. "Handling properties with a short opportunity window, like films, present a challenge. You might create lovely books or toys, but if the property (film) doesn't work, the product sinks with it," he said.