Bollywood film studio Yash Raj Films has appointed Mumbai-based The Wild East Group to manage a licensing program for its film catalog across multiple categories and geographies that include social expressions, vintage apparel, mobile accessories, credit cards, games, and licensing clips/stills for advertising.
Some products are set to launch in 2011 and will be focusing on connecting emotional images, music, and characters to social expression occasions such Diwali, birthdays, mother’s day, father’s day, graduation, celebration, young romance, friendship, and other popular social occasions which is a largely untapped market.
Wild East Group president, Sid Shah, says, “YRF is the first Bollywood Studio making its film catalog available for licensing opportunities and its iconic films, characters, and music have been household names within India and with the Indian Diaspora abroad (in particular the U.S., U.K., Canada, Europe) for the last 40 years. That’s about 1 billion people that have laughed, cried, and danced to these films. You can’t beat that type of deep brand equity.”