Mumbai: HotMuggs has entered into an alliance with Yash Raj Films for producing licensed merchandise on Roadside Romeo. With about a dozen characters in Roadside Romeo, this is the first animated film from the Yash Raj Films banner, along with Walt Disney. The movie is scheduled for release on 24 October.
With the concept of film merchandising catching on in the Indian film industry, HotMuggs has incorporated a first time concept of incorporating cool one-liners from the movie like "Tension Not", "Stay Cool" and "I’m Good Na" on the mugs. These mugs not only appeal to movie lovers but also to a wider audience who emote with the appeal and positioning of the characters from the movie.
The merchandise has been designed, manufactured and marketed by HotMuggs, and will be available at malls, bookstores, and concept shops in over 40 cities across the country. Cartoon character-based merchandising market is expected to be in the region of Rs. 300 crores. HotMuggs plans to promote the merchandise through a multi-channel promotion campaign with emphasis on below-the-line activities and other promotional programs.
HotMuggs managing director Rishi Jain said, "The product class of HotMuggs, the concept of entertainment, funkiness, adventure, adaptability has an ideal connect with Roadside Romeo. Characters such a Romeo – a small cute looking pet of a super rich human family, Laila – the hottest girl ever, Charlie Anna – the dreaded Don of the Slum, these characters lend itself to being merchandised. We are upbeat about the fact that we not just offering a product or merchandise, but an object of desire that one would want to own."