MAM
Green Gold plans 50 more stores
Mumbai: Green Gold Animation, creators of Chhota Bheem & Mighty Raju, are expanding their exclusive licensing and merchandising division, Green Gold Store. It plans to implement the expansion plans with a wide variety of tie-ups and franchising support across India.
“With a viewership of over 40 million children, Chhota Bheem is by far the biggest ‘Toon Icon’ in India. For the first time we have a desi animation character that can be merchandized and monetized. The demand for Chhota Bheem & Mighty Raju merchandize among children is considerable and rising exponentially,” said Green Gold Stores head Sudeesh Varma.
Besides Chhota Bheem & Mighty Raju, it also owns other hit brands like Krishna Balram, Luv Kush and Chorr Police. To keep these properties as popular as ever Green Gold Animation opened its first exclusive Green Gold Store at Hyderabad in 2011. “From two outlets and a line of merchandise that numbered just ten products, we have grown to become a twenty seven store company with over two hundred products within just two years. By the end of this financial year we hope to open another twenty three stores, taking the total tally to fifty. The key objective behind retail and franchise development is to diversify the portfolio and connect with consumers; especially the diehard Chhota Bheem fan in big and small cities,” adds Varma.
With a new product line being introduced, the company is looking forward to make inroads into exciting merchandise, which will pave way into newer markets and expand footprints in the smaller centers. “The Toy & Merchandise industry in India is largely dominated by the unorganized sector. But the trend is shifting. According to industry estimates, the Licensing & Merchandising is a $ 225 to $ 300 million industry in India and growing at the rate of 20% to 25% annually. We are optimistic about expanding the overall product range and building on it,” said vice president – sourcing & licensing Madhav Prabhala.
The company is also looking at churning out more animated movies, which has been looked as a key revenue generator for the company. “Apart from new products and exciting merchandise, we are already working on our next big release. This time it will be a Mighty Raju special to be released in May 2014 and is titled ‘Might Raju Rio Calling’. You can expect some jazzy merchandise to be introduced at our Green Gold Stores, based on the movie theme”, said Green Gold executive director Samir Jain.
Brands
Kingfisher signs three-year IPL partnership
Packaged water brand signs on as ‘good times partner’ for 2026–28 cycle
MUMBAI: Kingfisher Premium Packaged Drinking Water is betting big on cricket’s biggest stage, sealing a three-year partnership with the Board of Control for Cricket in India to sharpen fan engagement at the TATA Indian Premier League.
The brand, owned by United Breweries, will serve as the official “good times partner” for the men’s IPL from 2026 to 2028, extending a relationship that began with the Women’s Premier League. The move signals a broader push to embed itself deeper into live sport, with a focus on immersive, consumer-led experiences rather than conventional sponsorship visibility.
At the heart of the tie-up is a suite of fan-first activations spanning broadcast, stadiums and digital channels. These include the “Kingfisher Bird Cam”, offering a branded spider-cam perspective during live matches, and the “Good Times Zone”, an in-stadium entertainment hub during play-offs aimed at amplifying match-day buzz. The brand will also back IPL fan parks, elevate public screening experiences and run digital contests tied to key moments through the season.
Vikram Bahl, chief marketing officer, United Breweries, said cricket in India “is more than a sport, it is a shared cultural moment”, adding that the IPL brings that energy alive at scale. “For Kingfisher Premium Packaged Drinking Water, being present at the heart of these moments, in partnership with the BCCI, is a natural extension of what we stand for. Through this association, we aim to enrich how fans experience the game… making every match more immersive, social and memorable,” Bahl said.
Devajit Saikia, honorary secretary, BCCI, said the IPL “has always been at the forefront of redefining sports entertainment and fan engagement”. He added that the collaboration would fuse cricket fandom with “innovative fan experiences that extend beyond the stadium”, helping create memorable moments for audiences nationwide.
For United Breweries, part of the HEINEKEN group, the play is clear: move from passive branding to active participation in the fan journey—on screens, in stands and across social spaces. With millions tuning in and turning up each season, the IPL remains the country’s most potent marketing theatre. The question now is whether “good times” can translate into lasting brand recall in a market where visibility is easy, but engagement is hard-won.
