What does Kya Aap Paanchvi Pass Se Tez Hai? taste like? Chocolate and ice and everything nice.

The STAR Plus flagship show may not have passed the test of viewer expectations so far, but it gets full marks for flavour and out-of-the-box promotional strategy. While Shah Rukh Khan measures up the adults’ textbook knowledge, kids can slurp up the Paanchvi Pass ice cream flavour, a “chocolate fudge ice cream with fudge brownie pieces and roasted almonds”, the result of a tie-up between STAR Plus and ice cream makers Baskin Robbins.

Close on the heels of its big screen counterparts, Indian television is taking to innovation when it comes to hawking its wares. Ice cream, road shows and brand tie-ups are all part of the magic spun by the new M-word — merchandising. Comic books, playing cards, clothes and even fitness equipment have all played a part in the marketing blitz that is integral to the launch of a new show on India’s increasingly crowded airwaves.

“Merchandising is a unique way of connecting with the target audience on television. It provides the channel with the opportunity to build upon and extend the popularity of a particular programme through various other platforms,” explains Nanette D’Sa, senior vice president, licensing and merchandising, STAR Plus, a channel that has lately adopted extensive merchandising initiatives to market television content. “Paanchvi Pass is aimed at kids and kids love ice cream. We couldn’t think of a better way to celebrate the launch of the show,” D’Sa adds.

With the ice cream initiative a hit already, the channel is hoping the sagging TRPs of the hugely hyped show will get a fillip from some more merchandising. No less than 30 products are reported to have been licensed to various partners, including quiz and knowledge books, a board game, card games, stationery and an interactive CD game, due to hit stores across the country in the next few months.

The cover of the Dharti Ka Veer Yoddha: Prithviraj Chauhan comic book inspired by the successful STAR Plus series

TAKE-HOME VALUE

As superhero and children’s films have proved in the past, tangible gifts and memorabilia are great ways of getting attention. “Merchandising and on-ground events, when done well, can play a crucial role in communicating with kids, particularly since children do tend to relate a bit better to these than to other media,” says Anthony Pettifer, group director, brand & communication, INX Network, whose general entertainment channel 9X was launched less than a year ago.

“Developing a merchandising initiative for a children’s show is easier as, if a child manages to connect with it, he lives it,” stresses D’Sa.

One of STAR Plus’s latest merchandising efforts is a series of comic books showcasing the adventures of characters from its popular serials like Prithviraj Chauhan, Sarabhai vs Sarabhai, Naya Office Office and Son Pari, which the channel believes is “a great way to allow viewers to relive the stories that they have cherished on television for a long time”.

Kids may still be the primary target audience for the nascent television merchandising market in India, but channels are also experimenting with promotional tangibles for mainstream TV programmes, appealing to all age groups. For instance, 9X gave away branded Holi packages at malls across the country, coinciding with the launch of its colourful dance reality show Yeh Hai Jalwa. The kite-flying season witnessed the channel distributing kites in Gujarat for family drama Neelanjana, kites being a key element of the identity of the show. “Merchandising aids the brand and communications activities and affords the target audience a tangible experience of the brand values beyond what they see on air,” says Pettifer.

The next big target is expected to be the Indian youth, with an opportunity to reach out to them with “cool” merchandise, believes Pettifer.

SCREEN TO STREET

Late last year, STAR Plus took the concept of television merchandising to a new level when it tied up with retail chain Big Bazaar to launch the STAR Parivaar designer ethnic wear collection, an initiative which allows the daily soap viewer to dress like her favourite television saas, beti or bahu. “The launch of the STAR Parivaar line of clothing fulfilled the aspirational needs of our viewers by giving them access to the fashion and lifestyle that they experienced through the family dramas on the channel,” says D’Sa.

In a bid to capitalise on the popularity of dance show Nach Baliye, the channel introduced a variety of merchandise — playing cards which integrated the 10 dancing jodis, a dance fitness course with Talwalkars gym and even low-fat cookbooks with diet tips from the participating celebrities. A Great Indian Laughter Challenge joke book has already made its way to store shelves while a bed-and-bath textile range — a part of the STAR Parivaar collection — is in queue.

STAR Plus may be going strong with a bag-full of goodies at the moment, but the frontrunner in using merchandise to market shows has been Sony Entertainment Television. The channel’s 2003 smash hit Jassi Jaissi Koi Nahin gave rise to a range of products. “We tied up with Popular Prakashan for a series of Jassi self-help and personality development books. Satya Paul also introduced an exclusive Jassi Jaissi Koi Nahin line of clothing,” says Albert Almeida, executive vice president and business head.

When Jassi turned a year old on television, Sony commemorated the occasion by introducing a series of Jassi postcards in association with the postal department. More recently, the channel came out with special edition Spinz perfumes for Jhalak Dikhhla Jaa.

Not only does Bollywood produce merchandise to promote its films, when movies move from big to small screen, channels do the same. Having acquired the rights to the animated hit My Friend Ganesha, STAR Plus backed an entire series of merchandise — toys, apparel, stationery, crayons, and even a “basic teaching kit” called Ganesha Guru which reportedly went down well with the kids.

Channels admit, however, that apart from adding considerably to the hype, merchandising still has a long way to go before it makes a mark on the fate of programmes. “The West and even some Asian countries like Japan, which came up with the super successful Pokemon merchandise, are much ahead of Indian television when it comes to marketing through merchandise,” points out D’Sa.

There are the usual threats which go with the territory. “Infringement of copyright is a major concern when it comes to merchandise. During Jassi Jaissi Koi Nahin, there was violation of copyright with many people using the show’s name to float products in the market without the channel’s knowledge,” says Sony’s Almeida.

If imitation is the best form of flattery, expect to see far more merchandise in the years to come.

Do you think merchandising helps make a show popular? Tell t2@abpmail.com