Kids, youth want ‘quick & fast’ entertainment: Jiggy George

29 Apr,2013

By A Correspondent

 

Next year is a big deal for football fans, one that comes every four years. It’s one of the sporting world’s biggest properties – the Football World Cup 2014. Dream Theatre Pvt Ltd, the Mumbai-based brand management and licensing enterprise in association with Pacific Licensing Studio (PLS), FIFA’s appointed licensing agent for South East Asia has announced the rollout of its licensed merchandise collection.

 

To be targeted toward young adults and children across India, the merchandise range will include apparel, accessories, footwear, sporting goods; back-to-school supplies, stationery, home furnishing, eyewear and computer accessories among others.

 

In conversation with MxMIndia, Jiggy George, CEO and Founder of Dream Theatre Pvt Ltd, shares his plans from the new initiative and dwells on the experiences that the users can take advantage of from the initiative in days to come.

 

It seems the right time to be launching the merchandising collection, what with the World Cup in 2014. How would you describe this new foray by Dream Theatre in India?

We at Dream Theatre are very keen to navigate more forms of licensing outside of pure entertainment licensing. Sports, celebrity, fashion and corporate are some of the licensing extensions that you would see in the coming months. The World Cup Football 2014 is a landmark event and we are so proud to be associated with the same.

 

Is there a specific TG you’d be addressing through the new merchandising push in India?

Yes, the merchandise will be targeted at young adults and kids of India.

 

You would in a sense be competing with merchandise brands that are targeted towards popular sports such as cricket and hockey given that football is just about beginning to pick up in India. Are you optimistic about its popularity picking up among fans in India?

It’s Zeitgeist – the sign of the times! Today, kids and youth of India are looking at “quick and fast” entertainment. The format of sports is transitioning from Test cricket to T20. We believe football, though still small, in context to cricket, has the pace and aspiration to be very popular in India.

 

Are you considering partnering local football clubs from India? Have you made any headway on that front?

The big lacuna in India for licensing is retail and today, it makes more commercial sense to use licensing for brands that have a pan-India appeal rather than regional clubs. It’s too early and we don’t believe we are ready to partner with Indian football clubs.

 

Would you be engaging in a high-decibel pan-India marketing promotion for your new venture?

We hope to have a good number of products in the market and there will be excitement closer to the event.

 

What would be your emphasis on pushing your products through the digital route vis-a-vis traditional?

Our focus will be to get the best-in-class licensees to launch high quality merchandise via traditional retail.

 

Would you be looking at partnering competing sporting properties (cricket, hockey etc) to push your case in India?

We have no plans yet. We will keep you posted.

 

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