MUMBAI: Victorian company My Heroes has signed a contract with UTV New Media.

Innovation, Services and Small Business minister Louise Asher joined My Heroes CEO Jon Field to officially launch the partnership.

This deal sees My Heroes gain exclusive licensing rights to personalise digital and electronic products for select celebrities from UTV’s and Globosports Bollywood and sporting celebrities – through the My Heroes Entertainment India website, launching in May, 2011.

My Heroes enables fans to connect with their Bollywood as well as sporting heroes through personalised products such as cards, posters, milestone charts, growth charts and calendars, as well as electronic products.

“This is a significant achievement for this Victorian company, with UTV part-owned by the Walt Disney company offering services from television, games development and motion picture film production to managing some of India’s biggest stars. This is the first international deal for this Victorian company with pending announcements with other celebrity management companies soon to follow, which all represent significant export potential in India and around the globe” said Asher.

“This is an excellent example of how a local company can become a true global player. By combining a number of factors such as, taking an innovative and original idea like My Heroes and leveraging the creation of personalised content on the internet. My Heroes India’s strategic competitive advantage is that it enables the fans to personally connect with the celebrities of arguably India’s two largest entertainment genres Sport and Bollywood, and in doing so, create their own personalised content from their favourite celebrity. By expanding into India, it will enable My Heroes to position itself as a market leader in digital and electronic personalised sports and entertainment products across the world,” said Field.

Asher added, “Participating companies represented the very best of Victoria’s advanced industry capabilities in the fields of automotive, sustainable urban design, aviation, cleantech, food and beverages, and ICT. These innovative Victorian companies offer their Indian counterparts the highest quality products, services and R&D in the Asia-Pacific region at very competitive costs. Through this visit and other activities planned as part of our Trade Engagement Program for India, we look forward to significantly boosting partnerships with India, one of the world’s fastest-growing and most exciting economic powerhouses.”