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“The style quotient and the contemporary character appeal supported by the established brand name makes ‘Little Singham’ a different character and a brand in itself,” said Tejonidhi Bhandare, COO, Reliance Animation.
Reliance Animation (a Reliance Entertainment company), Discovery Kids and Rohit Shetty Picturez have join hands to launch a new animation series — ‘Little Singham’.
The new kids’ show on the block is based on the brand value created by Singham franchise, starring Ajay Devgan.
Dabur Red Paste has come on-board as the title sponsor of the show. The digital rights of the show have been sold to Netflix.
In an exclusive interview with the Licensing Corner, Tejonidhi discussed about the idea behind the creation of ‘Little Singham’.
Read the full interview here:
Tell me the idea behind the creation of ‘Little Singham’
We as a team thought of having the character to connect directly with – kids who are our target audience and the best thing to do that was to have a character of their age group. That’s how we started the development of the series. Moreover we got inspiration and guidance from Mr. Rohit Shetty to move forward in this regard.
How ‘Little Singham’ is different from your earlier animated versions of superheroes for the kids’ content sector such as Shaktimaan or Little Krishna?
The style quotient and the contemporary character appeal supported by the established brand name makes it a different character and a brand in itself.
Little Singham was created in association with Discovery Kids and Rohit Shetty Picturez. Tell us about your partnership with these two bigwigs.
We got inspiration and guidance from Mr. Rohit Shetty to move forward and when we pitched the idea to Discovery Kids they liked the concept and after that the discussions went forward.
How is Little Singham different from the original ‘Singham’, essayed by Bollywood actor Ajay Devgan.
Little Singham is produced with the right target audience in mind which is upto 11-12 years. Little Singham is inspired from Singham and as a content it is in an animated format which takes you to dream world / fantasy land where imagination drives the mind.
I still remember the famous dialogue from the movie Singham – “Aata Majhi Satakli”. Have you incorporated the same in ‘Little Singham’?
Yes it is a part of Little Singham and I am sure the dialogue will become more famous.
Any plans of entering into the merchandising space with the latest franchise?
Yes the plans are on.
Planning to work with Rohit Shetty again? Tell us your future initiatives…
Yes definitely and we will share the plans when we are ready.
With around 8-10 people working on Little Singham at the development stage, the number has rose to a grand total of more than 250 talented artists.
According to Bhandare, each kid should understand that he or she is unique and should unleash their inherent strengths. They should be brave, focused and confident like Little Singham.
With all the excitement, it is sure going to be a pleasure to watch the Little Singham playing his bravery skills from April 21 onwards.