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Dream Theatre: Corporate PR

The Situation

While the international merchandising market is at an established position, India is still at a nascent stage, with growth limited to organized retail. However, the market is expanding exponentially and international brands are looking at emerging markets for new opportunities.

With this backdrop, Dream Theatre Pvt. Ltd., a brand management company, is all set to build, represent and distribute iconic Entertainment, Sports and Fashion brands in South Asia. As one of the pioneering players in the Indian licensing space, it represents world-famous brands like Pokemon, Angry Birds, Candy Crush, Real Madrid, AC Milanand Fox,ands, Beebop and Joshua Tree.

Our task was clear: to educate the media on the niche but growing merchand licensing industry,and position Dream Theatre as one of the serious playersand thought leaders of the space.

What We Did

We started out with setting up relationship building meetings for the key media, where Mr. Jiggy George, Founder and CEO, Dream Theatre Pvt. Ltd. provided interesting perspectives on the licensing industry. A targeted media universe was curated and exclusive stories were bagged in key financials like the Business of Brands and Brand Equity supplements of Economic Times, on their various deals and achievements. Media junkets to Japan were organized for ET and Forbes to explore their content syndication business for Pokemon.

We wanted to create awareness amongst brands about licensing as the newer source of revenue for their businesses. So we got Dream Theatre to author several thought leadership pieces on the growth potential and outlook of the sector. The topics ranged from the role of licensing in building strong brand recall, launching into multiple categories, extending fan base and achieving business goals.

Through this consistent media outreach, the objective was also to establish Dream Theatre’s strong hold over all fields of licensing with all key mainline and trade media. While the company was primarily known for its deals in the kids space, we wanted to highlight their position in Entertainment, Sports and Fashion as well. We kept them posted on their deals in the various genres of licensing such as characters, toys, promotions, entertainment and sports.

Finally, to enhance the popularity of their varied licensed properties, immense consumer press was undertaken across India for audiences to know that they can get take home their favourite characters from different shows. Regular product sampling was undertaken with the press to keep them up-to-date with all of Dream Theatre’s promotional licensing deals.

The Results

Dream Theatre has emerged as one of the leading brand licensing companies of India,and Mr. Jiggy George has been successfully positioned as a thought leader in this space. They have received widespread coverage across mainlines, trade, marketing and consumer press, establishing their hold as a spokesperson for the industry at large.

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