Building Anthropomorphic Big Success of Chhota Bheem

This happens to be an era where a strong brand is no serendipity. Rather, a strong brand needs meticulous crafting andsculpting. Marketers need to develop strong, favorable and consistent brand associations. Of the multifarious ways availablefor developing brand associations, the paper discusses brand characters, as a potent means for imparting a strong identityto a brand. The paper discusses anthropomorphism, that is, the idea of endowing animals, inanimate objects and the likewith human attributes and motivations. Chhota Bheem, is the protagonist in the paper. It's a brand character developed by_a Secundrabad based animation firm named Green Gold Animation. Kids love Chhota Bheem, the wonder guy, and the brand character has parental approval too, as it talks of values, ethics, benevolence and magnanimity. The character has a strong parallel with Robinhood and shares similarities with Bheem of Mahabharata. The paper discusses the key success factors that have led to the popularity of Chhota Bheem and thus gives strong pointers and guidelines on building anthropomorphic brands-simple idea, contemporariness, licensing and merchandising, extensions being a few noteworthy factors behind the big success of Chhota Bheem. The methodology involves desk research, depth interviews and kids, parents and teachers. Direct observation is also used to understand why kids have a strong bias for the character.