'Krrish' marks entry of 'Super Hero' genre in India
13 Jun '06
3 min read
Pantaloon Retail India Limited (PRIL) in association with Filmkraft, the makers of the movie Krrish launched the 'Krrish Merchandise' in Mumbai.
Present on the occasion were Mr Rakesh Roshan, Mr Hrithik Roshan and Mr Sanjeev Agrawal, President, Marketing, PRIL. Pantaloon has tied up with Filmkraft for the manufacturing and marketing of 'Krrish Merchandise'.
This will the first time that merchandise of an Indian film will be manufactured and marketed in India through the organized retail format
Krrish the movie, marks the entry of the 'Super Hero' in India. Till now none of the characters in any Indian movie came under the genre of 'Super Hero'. The movie is a sequel to Koi Mil Gaya, which was a superhit , when released a few years back.
The range of Krrish merchandise consists of Krrish dolls, masks, key chains, colouring books, activity books, rainwear, school bags, shirts, t-shirts and many other interesting items which are targeted at kids.
Filmkraft is a leading production house, started by Mr. Rakesh Roshan, and has made successful movies like Khudgarz, Koyla and the hugely successful Koi Mil Gaya. On the occasion Mr Rakesh Roshan, the producer and director of the movie said; “We are glad to tie up with Pantaloon Retail, for marketing of Krrish Merchandise.
They have an excellent network of stores in different formats and are present across India. They also have considerable experience and expertise in marketing, not to mention their innovative abilities.
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