Mumbai: After entertaining the nation with jokes and one liners, 9XM’s iconic animated characters – Bade-Chote and Bheegi Billi are set to enter consumers’ lives in a new avatar. India’s leading Bollywood Music Channel – 9XM, has partnered with Kids Media India Pvt. Ltd (KMI) to create a licensing & merchandising program around the Channels’ popular characters – Bade-Chote and Bheegi Billi by extending them into the product & promotional licensing space in India.

Commenting on the initiative, INX Media Pvt. Ltd Executive Vice President Sales Pawan Jailkhani says, “It’s time now for these characters to come out of TV screens and closer to their fans through platforms, such as retail, mobile, internet, etc. We plan to build the L&M business which has potential in India, given the rising popularity of character based licensing.”

Says Kids Media India Pvt. Ltd CEO Rajiv Sangari, “Over the next two years, we are hoping to explore categories like apparel, accessories, back to school, stationery, toys & games along with innovative promotional campaigns that will help us build a solid licensing base for the characters”.

9XM’s licensing & merchandising initiative will further enhance the Brand’s existing strong presence beyond television and the internet. The Consumers in India will now be able to own a range of apparels, accessories, stationery, toys and games featuring Bade-Chote and Bheegi Billi.