In January 1989, we noticed the discharge of the Anil Kapoor- Jackie Shroff starrer movie Ram Lakhan. Directed by Subhash Ghai, the movie has since gone on to turn out to be a cult basic which even right now has its share of followers. Well, providing some old-fashioned nostalgic appeal to followers, we hear that Ghai’s Mukta Arts has now ventured into the merchandising house.
Confirming and detailing Mukta Arts’ plan for merchandising, Chaitanya Chinchlikar, Business Head, Whistling Woods, tells us, “Yes we have ventured into merchandising space and have signed a deal with Desi Pop World in December to develop the merchandise range that will be available for purchase.” Elaborating the merchandising plan additional, Chinchlikar provides, “Basically we will feature both physical merchandise and exploit the IP digitally. The digitized version will recreate key characters that will be seen doing online content like depicting what characters are doing 20 years after a film’s release and so on… The other physical merchandise part will feature action figures, decals, mugs, t-shirts, mobile accessories, et al that will be available to the general public shortly.”
Quiz Chinchlikar about the price vary for the deliberate motion figures and he provides, “Desi Pop World will be developing and executing the sales aspect, however, there will have two price brackets, one being the affordable range which would include t-shirts, decals, mugs and other accessories and the other will be a slightly higher price range that will have eight inch collectible action figures of popular Mukta Arts films. These will be made in limited number and each will be numbered. Some of them may also carry signatures of the artists who are being depicted. This aspect is yet to be finalised.”
Further speaking concerning the launch and what to anticipate of the figures that can be developed, Chinchlikar continues, “In January we debuted the first two characters that were based on the characters Ram and Lakhan from the 1989 film. We debuted these two figures at the New York Toy Fair also since it coincided with the 32 years celebration of the film’s release.” Elaborating on the best way ahead, he provides, “Going forward we will feature a number of characters from Mukta Arts films like Karma, Saudagar, Karz, Khalnayak, Ram Lakhan, Hero and others. So it will take a while to set this up in terms of production, but we intend to bring old school charm to the audience with a modern twist.”
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