Mythological
characters like Ram and Ravana have been favourites of animation content
providers in India. But the industry needs more home-grown superheroes to gain
popularity and appeal to international audiences as well, says Rajiv Chilaka,
founder and CEO of Green Gold Animation.
Chilaka believes
there's a need for character-based stories with universal appeal.
"We have to go
beyond Ram and Ravana. If we are looking at mythology-based characters, we
could even look at the story of Sugriva or even Kumbhkarna. These stories can
appeal to international audiences as well," said Chilaka.
"We need to have
more home-grown superheroes. How long will we celebrate Spider-Man and Batman?
Look at what Baahubali gave us. Real, easily relatable superheroes and those
characters will never be forgotten," he said.
Talking from the
experience of being in the animation industry for over a decade, Chilaka has
closely followed the changing phase of the Rs 51.1 billion (according to the
2015 Ficci-KPMG report) Indian animation industry.
"In 2001, there
was only one kids channel and today there are over 15 TV Networks dedicated to
kids and a few more in the pipeline. Some of the biggest companies now have
their footprint in animation industry due to the high demand for content,"
he said, pointing out that there is growing animated production in India.
He went on to add
that there are over 300 animation, 40 visual effects and 85 game development
studios with over 15,000 professionals catering to movies and small screen
content for children and regional platforms.
Most popular for
introducing Chhota Bheem to the world, Chilaka's company is on a mission to
find its next big character.
"We are not
looking at one next big character. We are looking at seven to eight characters,
so that the company can sustain for the next 10-15 years," he said.
The company is
simultaneously working on films.
"This year, we
plan to bring out two 3D animated films; 'Chhota Bheem Kung Fu Dhamaka' and
'Mahiraavan', a mythological story about Ravana's brother," he added.
Asked about the
future of Chhota Bheem, he said: "It will continue growing as a brand.
From an animated character, it made it to television, T-shirts, and to even on
the wrapper of biscuit packets. It's undoubtedly the biggest entertainment
brand in the country."
Around 30 per cent of
the company's revenue comes from merchandising.
"The success of
Bheem as a character has made it possible. Popular animated characters never
fade away with time. Mickey Mouse, for instance, is popular in India not as an
animated character but as a brand. A 90-year-old grandfather can also wear a
Chhota Bheem T-shirt because he would have watched the show with his
grandchildren," he said.
Thanks to the
popularity of the character in Indian households, it's even being made into a
live action feature.
"It's still a
work-in-progress idea. But we do plan to make a live action film featuring
Chhota Bheem and real actors, possibly stars, if we can bring them on board. We
are also working on an animated show called 'Baby Bheem'," he added.
