MxMIndia

Tag: Doraemon

  • The timing of the collection launch coincides with Raksha Bandhan

    CaratLane teams up with Doraemon to catch them young

    By Our Staff

     

    CaratLane omni-channel jewellery brand has collaborated with kiddie character, Doraemon. The collection, expressly created for kids, is “designed to fascinate them as much as Doraemon’s magical pockets do”. The collection features a variety of lightweight jewellery such as earrings, bracelets, neckwear, and each has a distinctive expression of the character.

     

    The timing of the collection launch coincides with Raksha Bandhan, a season in which CaratLane has typically seen a considerable increase in the browsing and purchase of kids’ jewellery, notes a communique.

     

    Talking about the collection, Kinnari Shah, Head Of Design & Merchandising, said: “CaratLane is the ultimate destination for kids’ jewellery. Now, with another feather in our cap that’s Doraemon, it’s going to be amazing. We know Doraemon is a character that’s much  loved in India and they’ll be delighted to see the range of designs we have. Each design in this collection is beautifully crafted in vibrant enamel and 14kt gold. They are very kid-friendly and made with care kept in mind for all-day comfort.”

     

    Speaking about the collaboration Bhavesh Solanki, Regional Director (India, SAARC & MENA) from Animation International India – Doremon Agency, added: ”There is no doubt that Doraemon is one of the most beloved characters worldwide. As the gadgeted cat marked its 50th Anniversary last year, this collaboration with CaratLane will continue ruling the hearts of kids and teens. CaratLane & Doraemon kids jewellery collaboration is one of its finest and incredible associations and we are happy to partner with India’s one of the premium jewellery brands and to see the licensing industry reaching to newer heights with such a remarkable alliance.”

     

  • The Japanese government has announced the launch of a new project to aid global promotion of the country's culture, including its anime, video games and cuisine

    Japanese firms advertise on cartoon shows to convey that its brands stand for high quality

    By Shambhavi Anand & Writankar Mukherjee

     

    Why would an imaging brand like Canon advertise its products on cartoon show Doraemon? Canon’s executive vice-president Alok Bharadwaj said the current generation of children aren’t as aware of Japanese electronic brands as previous ones and, hence, the use of the popular cartoon characters for a rub-off effect.

     

    Doraemon, Hello Kitty and Ninja Warriors are popular among Indian children (and their long-suffering parents) and better known than Japanese staples such as Sony and Panasonic or even Toyota and Honda. “In a certain sense, these equities have become large when compared to age-old brands,” said Satyajit Sen, CEO of media buying company ZenithOptimedia. “However, both (sets of brands) operate in different spaces and that should also be taken into account.”

     

    The development reflects the importance of ‘soft’ power, as exemplified by the spread of pop culture icons, such as the Doraemon anime series. “Japanese cartoons have broken the monopoly of western world characters such as Mickey Mouse and Donald Duck,” said Mr Bharadwaj. “That same message that Japan stands for high quality will only grow in the kids and boost other businesses.”

     

    Recognising this, the Japanese government has announced the launch of a new project to aid global promotion of the country’s culture, including its anime, video games and cuisine. The Cool Japan funds will start with Â¥50 billion (about $500 million) in backing from the Ministry of Economy Trade and Industry combined with 10 billion Yen from a range of companies. For PlayStation maker Sony Computer Entertainment, the popularity of cartoon characters such as Doraemon and Hello Kitty has led to a jump in sales of both gaming consoles and software, said Atindriya Bose, country manager. “The rate of adoption increases when a cartoon character becomes popular,” he said.

     

    The popularity of Japanese anime in India has persuaded an increasing number of companies such as Maruti Suzuki, Honda, GlaxoSmithKline, Hindustan Unilever, and Samsung to use the blue robotic cat Doraemon to promote their products.

     

    That’s where those long-suffering mums and dads come in. Parents tend to watch cartoons since the children are glued to them, said Chitranjan Dar, chief executive, foods, ITC. Which is why Hindustan Unilever promotes Surf Excel detergent and Tresemme hair care on cartoon programmes.

     

    A 2012 study by Cartoon Network showed a majority of parents watch television with their kids. After serials, cartoons are the most preferred genre for parents, ranking higher than news channels. About 75% of parents spend time watching TV at least five-six times a week with their children. This number is even higher, close to 80%, for parents of younger children. Channels say that in spite of substantial growth, the genre is under-monetised, with 7% viewership and just 3% of revenue share.

     

    According to the industry that buys advertising time and space on television and in print, more than 8% of national viewing time – more than that of news channels on most days – brings a horde of advertisers to children’s channels. According to TAM data, Ninja Warrior, Shin-chan and Doraemon have the highest ratings among shows meant for children across channels that cater to them.

     

    Some children’s channels earn close to 50% of their revenue from advertisers targeting adults.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The much-loved character has leapfrogged from being a mega-hit on Pogo to merchandising and the big screen

    The not-so-chhota success of Chhota Bheem

     

    By Tuhina Anand

     

    Chhota Bheem, the nine-year old boy and his small group of friends – Raju, Chutki and Jaggu (the talking monkey), have been having a dream run on Pogo. Launched in 2008 on the channel, the character of Chhota Bheem has gone on to become immensely popular and we have seen the character move to the bigger screen with Chhota Bheem movie and there is no dearth of merchandise based on his character, including comic book, tee-shirt, fun puzzles, bags, bean bag, toys and more.

     

    Krishna Desai

    Talking about the popularity of the show, Krishna Desai, Director Content, Turner International India Pvt. Ltd, said: “Since its launch in 2008 on Pogo, Chhota Bheem became an overnight success. Today, Chhota Bheem holds several titles to its credit including being ‘Kids’ Favourite TV Character’ (Ormax Media 2011 Report). In addition to other popular shows like Mr Bean and Kumbh Karan, Chhota Bheem has helped Pogo sustain its No 1 since 2011. In fact, this year, the premieres of ‘Chhota Bheem: Dholakpur to Kathmandu’ movie in March and ‘Chhota Bheem aur Hanuman’ movie in May, were the number 1 programs across all channels.” (Source: TAM, All India , 4-14 yrs, 12:00-13:30, March 25 and May 1, 2012)

     

    However, TAM data for the period of April 15-May 12 (CS 4-14 yrs, all India market, excluding feature films shown on kiddie channels) shows that for the channel share, one sees a fluctuation between Pogo and Disney for the top slot where in week 18, Pogo has a share of 25.5 as opposed to 20.4 of Disney. In week 19, Pogo is at 21.2 while Disney has jumped to 24.6.

     

    Giving his take on the popularity of Chhota Bheem and Doraemon, Karthik Lakshminarayan, COO, Crest (Madison Media), said: “Be it Chhota Bheem or Doraemon, both are exceedingly popular in the kids genre. Even for the top slot there is a tussle between both the shows. The popularity works well for the advertisers as well as the channel. However, if one were to look at superior production quality then Chhota Bheem scores over Doraemon as the latter seems dated.”

     

    While Doraemon might seem dated, there is no lacking in its popularity. The show runs on Disney as well as Hungama almost round the clock. Same is the case with Pogo, where Chhota Bheem and its repeats are shown numerous times during the day. Mr Desai, talking about this strategy said: “Normally, most shows face the issue of fatigue over a period of time. But in the cases of popular shows like Chhota Bheem, this factor is not applicable. When any show is launched there is a novelty factor which draws in new audiences. Thereafter, the true test of success begins. If kids like the show, they will tune in to watch their favourite episode over and over again. Over a period of time, kids tune-in to pre-empt the dialogues or even sing along with the theme song, making them feel like a part of the toon world. Also, the non-sequential flow of episodes helps to steer clear of boredom.”

     

    “Being a pioneer in the kids’ genre, we have done in-depth studies analysing the viewing patterns of kids between the ages of 4-14 years so as to effectively target our core TG. Basis these studies we decide the schedule for our channels. The second factor taken into consideration is to ensure that the scheduling of both our channels (Cartoon Network and Pogo) complement each other and don’t eat into each others share. We also consider the competition and other TV genres scheduling while lining up our shows,” he added.

     

    Some of the other popular shows on Kids channel include Kumbh Karan on Pogo, Roll No 21 on Cartoon Network, the Suite Life of Karan and Kabir on Disney, Art Attack again on Disney, Ninja Hattori on Nick, Oggy and the Cockroaches on Nick, Mr Bean the Animated Series on Pogo and Tom and Jerry Show on Cartoon Network.

     

    However, the success of Bheem lies in the fact that it’s an indigenous animated series created by Green Gold Animation Pvt. Ltd, based in Hyderabad. As Mr Desai of Pogo pointed that what stands out about the series is the strong story and characters. Although it is based in the mythical and timeless village of ‘Dholakpur’, the characters are very relevant to the mannerisms of kids today. Thus, kids relate to the characters and aspire to be like them be it a superhero or a best friend. “Yes, we did anticipate the show to do well but we all have been happily surprised at how phenomenally well it is doing,” said Mr Desai.

     

    With the success of Chhota Bheem, came its movies that Pogo co-produced, the recent one being Chhota Bheem and the curse of Damyaan which was released last Friday.

     

    Source: TAM Media Research, TG: CS 4-14 yrs, Market: All India, Period: Week 16 to 19 (Apr 15 to May 12), 2012 *Note : The analysis excludes Feature films aired on Kids channels

     

    Some of these movies were aired in 2011 on Pogo and the channel has a more aggressive strategy for them in 2012, wherein they will showcase one new movie every alternate month. In March, Pogo aired ‘Chhota Bheem: Dholakpur to Kathmandu’ and in May premiered ‘Chhota Bheem aur Hanuman’.

     

    Also seeing the popularity of other supporting characters in the show, like Bheem’s best friend Raju, Pogo  create a successful spin-off movie on him called ‘Mighty Raju’ in 2011. Sequels to Mighty Raju will also be seen in 2012. Its online success can be gauged from the fact that on www.pogo.tv, there are 700+ games on the site out of which Chhota Bheem enjoys a majority.

     

  • Records a 5.24 TVR among all kids (CS 4-14 ABC) in HSM and 4.4 TVR among all kids (CS 4-14 ABC) in All India.

    Disney Channel’s Doraemon Movie delivers the best ratings

    By A Correspondent

     

    The premiere of Doraemon – Nobita’s Dinosaur on Disney Channel has delivered the best viewership performance since 2005 for a kid’s show at 5.24 TVR among all kids (CS 4-14 ABC) in HSM, beating its own record rating of 4.3 TVR for Doraemon in Nobita’s Great Adventure in the South Seas  which was telecast June 5.

     

    The channel received an overwhelming response across all channels with 33% share of viewing in Hindi Speaking Markets (HSM) and 28% share of viewing in allIndiaduring the primary telecast of the movie.

     

    The premiere ranked #1 across the time slot in the kids genre with 66% share of viewing in HSM and 63% in All India among all kids (CS 4-14 ABC).

     

    The viewership in certain markets was particularly noteworthy withPunjab(1 Mn+) showcasing double digit TVR with 10.55. This was followed byDelhiat 8.71 TVR, UP at 8.11 TVR, among others.

     

    “It is wonderful to see kids and families enjoy Disney Channel’s rich menu of content. Doraemon has an engaging storyline and a familiar setting that every Indian kid can relate to. This success is testament to the unique way in which Disney engages with its kids and family audience at multiple levels,” said Natasha Malhotra, VP and GM, Walt Disney Television International India.

     

    Across the week, over 17.9 million individuals and 6.5 million kids tuned into movie from All India.

     

    In addition to its popularity with Disney Channel audience, Doraemon has also been ranked as the #1 character for kids across India by Ormax India in October 2011.

  • Records a 5.24 TVR among all kids (CS 4-14 ABC) in HSM and 4.4 TVR among all kids (CS 4-14 ABC) in All India

    Disney Channel’s Doraemon Movie delivers the best ratings

    By A Correspondent

     

    The premiere of Doraemon – Nobita’s Dinosaur on Disney Channel has delivered the best viewership performance since 2005 for a kid’s show at 5.24 TVR among all kids (CS 4-14 ABC) in HSM, beating its own record rating of 4.3 TVR for Doraemon in Nobita’s Great Adventure in the South Seas which was telecast on June 5.

     

    The channel received an overwhelming response across all channels with 33% share of viewing in Hindi Speaking Markets (HSM) and 28% share of viewing in all India during the primary telecast of the movie.

     

    The premiere ranked #1 across the time slot in the kids genre with 66% share of viewing in HSM and 63% in All India among all kids (CS 4-14 ABC).

     

    The viewership in certain markets was particularly noteworthy with Punjab(1 Mn+) showcasing double digit TVR with 10.55. This was followed by Delhi at 8.71 TVR, UP at 8.11 TVR, among others.

     

    “It is wonderful to see kids and families enjoy Disney Channel’s rich menu of content. Doraemon has an engaging storyline and a familiar setting that every Indian kid can relate to. This success is testament to the unique way in which Disney engages with its kids and family audience at multiple levels,” said Natasha Malhotra, VP and GM, Walt Disney Television International India.

     

    Across the week, over 17.9 million individuals and 6.5 million kids tuned into movie from All India.

     

    In addition to its popularity with Disney Channel audience, Doraemon has also been ranked as the #1 character for kids across India by Ormax India in October 2011.