If you thought the catchphrase “taking it to the next level” was one of the most exasperating corporate clichés you had heard, you might want to do a rethink.
Rajiv Chilakalapudi, the man behind the biggest success story of the Indian animation industry – Chhota Bheem, wants to do exactly that: take his story to the next level. He wants to do this by enlarging the 2D animation legend on to a 3D canvas. For one, the next version of Chhota Bheem, reckoned to be a Rs 200 crore brand now, will have extensive camera movements.
“Work on that is already happening,” said Chilaka, as he is popularly known in the Indian animation industry, at the sidelines of Karnataka Animation, Visual Effects, Gaming and Comics (KAVGC) Summit here. He, however, did not reveal a timeline.
Chilaka, who was presented with the Leadership Excellence Award by the Association of Bangalore Animation Industry (ABAI) here on Wednesday, said that the industry itself has matured over the years. “Twelve years ago, when I started, Indians at overseas industry meets would not even talk to each other. But now the industry has grown up, so much so that you even get to see India pavilions at animation industry events abroad.”
The man behind Chhota Bheem, who started out with four people and now employs around 300, is qualified to comment on the Indian animation industry. Maybe, solely on basis of the success that his animation creation has achieved. He, through his Green Gold Animation, first rolled out a pilot project of the concept in April 2004. The second came next year; the pitch was rejected. It was only in September 2007 that Pogo TV approved of Chilaka’s baby. The show was aired on April 6, 2008, and went on to create history, something that would be difficult to emulate.
The success of Chhota Bheem even pushed Pogo as the #1 children’s television channel. “It is watched by 40 million children in India,” Chilaka said. “Today, Chhota Bheem is a brand that epitomises energy, entertainment and emotions.” It is indeed a brand, that is valued at Rs 200 crore and has over 3,000 products revolving around it. Green Gold keeps licensing Chhota Bheem to other brands. The show has completed 148 episodes, and 52 are in the pipeline.
One of the key factors that has contributed to the animation character’s success is that “of earning parents’ trust.” As Chilaka admitted, the channel that was telecasting the show possibly had a lot to contribute. He recalled working on the feedback that Pogo had received: like calling a dark-skinned character Kaalia, or showing children throwing stones at animals.
But then, can he take this success story to the next level, in a different way? Is India ready for an animation series for grown-ups, like The Simpsons? Chilaka was quick to react, “India is ready, but the channels aren’t.” Having faced way too many rejections from channels till Pogo was jump at his unique idea – that of a young Indian super hero, he isn’t enamoured with channels.
AT A GLANCE
- Chhota Bheem is an Indian children's animation series, focusing on adventures of a small boy named Bheem in the fictional city of Dholakpur.
- The series, created by Green Gold Animation CEO Rajiv Chilaka, and written by Raj Viswanadha, Arun Shendurnikar, Nidhi Anand, Sonam Shekhawat, is broadcast on Pogo TV.
- The series quickly became popular after its launch in 2008 and emerged as the number one Indian animation show across channels.
- The success of the series, a full-length feature film titled Chhota Bheem and the Curse of Damyaan, was released in 2012.
