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Merchants Of Bollywood
For hearth’s sake
PACESETTER Rakhi Mutreja
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Merchants Of Bollywood
When
it was reported that Krrish 3 had topped a series of blockbusters by raking in a whopping Rs 255 crore in the 12 days of its release, one fact was completely overlooked — the crores made from merchandising. Along with its release, the movie launched over 150 Krrish products like apparel, toys, books, key-chains, masks, watches and miniature action figures which are all making the cash registers jingle do a jig in the park. In a way filmmaker Rakesh Roshan has been a trendsetter. Back in 2006 when the first of the Krrish trilogy was released, it pulled in around Rs 60 crore in the first week of its release. But more than the superhit, what made bigger news was the impressive collection made by its merchandising which was a relatively new concept for Indians who till then just went into a hall to enjoy a movie and no more than that.
Innovative marketing
Taking a cue from Hollywood, Roshan inked a revenue-sharing deal with Pantaloon Retail to bring out a range of imaginative merchandise including Krrish dolls, masks, key chains, colouring books, watches, rainwear, school bags and T-shirts. This was the first time that product promotion of an Indian film was done at such a large scale. The innovative marketing effort not just gave a major boost to the movie’s already swelling kitty but turned out to be a lesson in film merchandising. Indian moviemakers are fast realising that young filmgoers love to bring movie characters to life in the form of toys, games and accessories. That is why most action films these days are spawning a line of paraphernalia related to a movie. Filmmakers strike deals with major toymakers and retailers to produce a collection of memorabilia making it a win-win situation for all. That explains why merchandising is all set to become such a mega-million industry which is being eyed greedily by moviemakers and large business houses.
Big-ticket deals Yash Raj Films’ (YRF) keenly awaited Dhoom 3 has signed big-ticket deals with multi-billion brands like Mattel Toys, Barbie Doll, Hot Wheels and Pepsico among others to release merchandising like dolls, masks, key chains, comics, watches, activity books, rainwear, school bags, shirts, T-shirts, character figurines and a lot other stuff targeted at teen and tween moviegoers. The company has tied up with 99Games Online Ltd to release three to four games on mobile and console platforms in the next 12 months through its subsidiary YRF Merchandise. Filmmakers want you to splurge more by buying star clothes and accessories. It may be small change for you but translates into crores for them. Movie merchandising till the turn of the century comprised items like caps and T-shirts which were more in the nature of promotional props than a business venture. Today it is blossoming into an industry that could, in times to come, rival the very business of films. Though space-miles behind the $2.6 billion (around Rs 16,0000 crore) worth of merchandise that has been sold by George Lucas's Star Wars trilogy, the Indian industry is currently clocking around Rs 500 crore a year and is likely to leapfrog to Rs 3,000 crore by early next year thanks to movies like Ra. One, Krrish 3 and Dhoom 3. Another recent hit Chennai Express, too, experimented with merchandising with great success. The release of the movie coincided with the launch of the official game whose app was available on both android as well as java-based phones. Since its release, the game has since notched up runaway sales. The film also launched a collection of sarees similar to those worn by Deepika which were snapped up by fans. Sales of these plus other merchandising have been overwhelming making Chennai Express one of the biggest commercial successes of the year. Another recent release, Sanjay Leela Bhansali’s Ram-Leela may not have announced a slew of merchandising, the filmmaker is no stranger to movie-linked product promotion. When Devdas was released in 2002 he flooded the market with jewellery designs worn by Madhuri Dixit and Aishwarya Rai. They were such a hit that jewellery stores still keep them as the demand has not abated even years after the release of the blockbuster. Interestingly though Bhansali’s 2007release Saawariya flopped at the box office, it raked in crores from its merchandising. Bhansali had inked a reported multi-crore deal with Future Group and Sony Picture Entertainment for marketing products like apparel, bed and bath linen shown in the film. The collection was launched in over 300 stores across 12 cities. “Merchandising is a huge business abroad and now it is making inroads into India,” says Ajoy Lahiri, marketing director, Moviedom Ltd. “Research shows that in the US licensed toys from popular movies are big business, accounting for about one-fourth of all toy sales. Licensed action figures alone had sales reaching $1.2 billion last year. We can see the start of something as big as that in India after Krrish and Dhoom.” Earlier it was just the clothes that the stars wore which were sometimes auctioned. Now filmmakers are realising that if a film is a hit — or not, as in the case of Saawariya — anything related to it would sell.
Sound Business Sense Indeed in a star-struck country anything related to movies makes sound business sense. Whether in the 1990s it was the friendship cap and black leather jacket of the blockbuster Maine Pyar Kiya or the saree that Madhuri Dixit wore in the song “Didi tera devar deewana” in Hum Aapke Hain Kaun or even the Ray Ban sunglasses that Robin Hood cop Chulbul Pandey (Salman Khan) wore in Dabangg, merchandising rakes in millions and significantly notches up the overall profits of a film.
Take the case of Shah Rukh Khan’s 2007 hit Om Shanti Om which tied up with retail giant Shopper’s Stop to promote the 1970s-style fashions which the protagonists wore in the film. The company not just marketed the styles worn by Shah Rukh and the then debutant Deepika Padukone but also those of Shreyas Talpade and Arjun Rampal. The makers also released a book titled The Making of Om Shanti Om with colourful visuals which became an instant bestseller. Animation films, too, are big on merchandising. The superhit children’s animation film and TV series Chhota Bheem has been raking in big moolah for years with its long list merchandising that includes toys, dolls, DVDs, bedsheets to children’s scooters, mugs, apparel etc. Percept Picture Company’s Hanuman Returns and its animated series are said to have mega deals with companies like Camlin and Boomer for its 200 different Lord Hanuman-related products which are flooding the market. Which is why even as movies like Krrish 3 and Dhoom 3 swoop onto more than 4,000 screens across the country and over 1,000 screens abroad, all action isn't just at the cinema halls. There is a lot happening outside —at the toy stores and online retail outlets where dolls, books, costumes and games related to the movie fly off as fast as the movie tickets.
Hollywood leads the way
In Hollywood merchandising has played a vital role in the success of 10 of the biggest blockbusters of the last few decades. It all started with the 1977 sci-fi epic Star Wars followed by the 1982 monster hit E.T. The Extra Terrestrial that set the merchandise ball rolling. The other films that became the biggest grosser ever thanks to merchandising include:
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For hearth’s sake Fireplaces
have been the inspiration for great novels. Romances have blossomed around these. In winters, these glow and spread warmth. These can be the gathering place for the entire family even as these add comfort and beauty to the home. There is a certain charm woven around traditional fireplaces, which may not be in use today but there is a certain nostalgia attached to them. In their modern avatar, these have become more environment-friendly by replacing logs of wood, which created great carbon footprints with new technologies that provide clean heat without having to fell trees. Modern fireplaces are gas-fired or electricity-driven. Unlike the tiny heaters of old, these new powerhouses have big blowers and can emit high amounts of heat. These come with sophisticated thermostats to keep a steady level of warmth in a room. Many of these can be remote-controlled from the comfort of the sofa or a bed.
Overwhelming options A variety of fireplaces are available in the market. Some can be fitted into a cabinet or a recess in a wall while others come as freestanding stoves, or even as masonry heaters that add energy efficiency to the romantic tradition of the fireplace. With the exception of old havelis and heritage homes, a majority of the wood-fired hearths are now a thing of the past. Apart from electricity, these days fireplaces provide warmth by using different kinds of non-polluting fuels like flammable gels, natural gas, biomass and propane fuel. Many of these fuels do not require chimneys, are cost-effective, convenient, safer and far more environment friendly. Very popular these days are fireplace-style electric heaters with artificial flames flickering. These give the impression of burning logs of wood. Many of these come as inserts which can be fitted into the wall. Constructing such a faux fireplace can be a great way to add design interest, warmth and character to the living room or bedroom.
Trendy fireplaces Electric fireplaces are the most popular choice. These are modern and trendy alternative to the bulky traditional fireplace. Some can be as thin as an LCD television and boast a screen, which shows flickering flames to create the effect of a real fire. One big advantage is that these are portable and can be placed anywhere in the home with no need for a chimney or any elaborate ventilation. The electric fireplaces are suitable for practically any location in the house — bedroom, kitchen or living room. These can enhance the ambience with their warmth and stylish looks. Whether these are electric or gas-fired, or use any other fuel, the faux fireplaces create the same atmosphere as the real ones with the added advantage of being practically maintenance-free. The real fireplaces may be very romantic but these are cumbersome to operate. You will first have to arrange for the wood, and once these are lit, there will be the issue of soot, ash and noxious gases for which a chimney is required. Modern fireplaces do away with this elaborate and time-consuming process. The other big advantage of faux fireplaces is that these can be moved from one room to another. When you choose an attractively designed one, it will add to the decoration of the room. If it is an insert, then you can get a special cabinet made for it and place the heater in the centre. The top of the cabinet can be accessorised with a few decorative pieces. Candles or framed family photos, a couple of knickknacks or a flower pot or plant can provide the right touch. To add sparkle and beauty, you can put a mirror over the mantel or add a bit of colour and visual interest by hanging a framed painting over the fireplace cabinet.
Fireplaces in India Interestingly India has had a long tradition of fireplaces and that, despite the fact, that in most parts of the country, it does not get cold enough to use one. However, the British were very fond of using these. The relics can still be found in the sprawling ministerial bungalows of Lutyen’s Delhi and in other cities like Kolkata, Mumbai and Bengaluru, where the British lived. Old fireplaces can also be found in a number of heritage homes and old hotels in practically every hill resort. In most places in India, the use of fireplaces was discontinued after Independence and these gave way to electric heaters, blowers and other new-age appliances. Today these have more of a vintage appeal and are a throwback to the days of kings, queens, royalty and the Raj era. Modern-day fireplaces are designed both for functionality and enhancing the appeal of a room. Though these might not create the same ambience as a retro fireplace, but these do their job efficiently and spread warmth and also give the room an anchor with their artistic look.
The Durrington Jura Stone (natural product made of marble) fireplace comprises a 42-inch frame, back panel, hearth and optional gas fire. It is an ultra-modern fireplace, which can be installed either with or without the shelf. It is both scratch and stain-resistant and lends a new glow to the living room. Price:
Rs 30,000 (£300)
The Edinburgh cast iron fireplace by UK-based Gallery Fireplaces consists of a cast iron combination fireplace and hearth with a choice of gas-fired, electric-fired or fuel-kit for a real fire. Inspired by the English Edwardian fireplace designs, its geometric style will add character to the living room. Price:
Rs 40,000 (£400)
Price:
Rs 6,600 ($110)
ENVIRONMENT FRIENDLY
WALL-MOUNTED DESIGN Price:
Rs 40,800 ($680)
FIRED WITH WARMTH Price: Rs 45,000 ($750)
Stylish and striking, the Zeta fireplace is truly a piece of art. Created by Australian designer John Dimopoulos, the eco-smart fireplace is so-named because of its elliptical shape and pays homage to its Greek ‘origins’. It requires no ventilation, is portable and uses a natural, renewable resource for fuel. Price:
Rs 6.54 lakh ($10,900)
The charming design of the Pearl Mantels Fireplace will create a rustic atmosphere in any room. Hand-hewn edges and splits enhance the natural beauty of the wood grain. Mantel shelf can be hung with or without corbels, which are packed separately. It is available in a variety of different finishes. Price:
Rs 33,000 ($550)
Made of marble and wood, the Palais Royale Fireplace by US-based Amini Innovation Corporation exudes grandeur and savoir-faire. The detailing demonstrates classic French Rococo styling with its intricate leaf motif on metal and exuberant veneers.
DECORATIVE APPEAL Price:
Rs 1.64 lakh ($2,325)
The Ashley Electric Fireplace in mahogany by American company Real Flame is both a decorative and functional. It features pillars with curved supports which create an understated elegance. All you’ve got to do is to plug it into any standard outlet, keep the remote close by and sit back and enjoy the warmth.
This electric suite by British company Flamerite Brontë is sure to captivate with its exquisite limestone surround and its bold cast iron electric fire that comes with a choice of coal or pebble fuel-look electric heating. With a multi-function remote control, this free-standing electric fire will add warmth to any room. Price:
Rs 90,000 (£900)
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Spinning the new from the old Spinning Wheel’s Rakhi Mutreja gives a makeover to old furniture and art objects to preserve memories forever Vibha Sharma Rakhi
Mutreja is a BA in mathematics and an MBA in marketing. But she always had a creative bent of mind. She took up various jobs in corporate world in India as well as in US and while in these jobs, she would always volunteer to lead events, team get-togethers and other activities. This brought some amount of creative satisfaction her way. While she was moving back to India, one of her friends bought everything that she was willing to sell off from furniture, paintings to accessories. That was the time she was complemented by many on her unique style of doing up her home. Back in India, she designed her own home and one of her neighbours became her first client who asked her to design their home too. This led to many projects and in each of these projects, Rakhi always tried to use the existing stuff that the clients had to recreate memories for them. Rakhi believes that she always had an entrepreneur in her and as she successfully created many beautiful homes with redesigning projects, the idea of her own venture was getting more crystallised. She decided to take a plunge by opening a retail front and thus was born The Spinning Wheel — a crowd-puller store in Bangalore. The unflinching support of family and friends made the decision clearer and easier. The drab and dilapidated looking furniture is embellished with beautiful ceramic tiles or other art work to give it a completely new look. Besides refurbishing old furniture in order to give it a trendy look, the store houses some rare and exquisite pieces that have been procured from various parts of the country. The concept behind The Spinning Wheel is to reimagine and recreate what is already there in one's home to something that adds value to one's lifestyle — it could be converting a coffee table into a bar, or a chest of drawers to a bookshelf. Rakhi says, "We also specialise in gift items like collages on recycled wine bottles, mirrors, clocks and many others. I have also created a product range of stools, magazine stands and our famous plant holders with weaves made out of recycled wrappers." Rakhi believes in adding colour to one's home and she has a collection of products in her store which are very vibrant and add an amazing character to any home. “Through The Spinning Wheel, I would like everyone to go through a journey in which they cherish what they have and are able to keep it relevant with their current lifestyle, thus creating memories and stories that stay with the family forever.” Her clients come from all age groups who are making their first or second homes and would like to preserve their belongings, while ensuring it blends with their new home setting. Facebook has been a big boon for the Spinning Wheel. Special requests for personalised collages as gifts for birthdays and graduations are often fulfilled by the ingenious touch of Rakhi. Though she has confronted many challenges on various fronts, including financial and others, she feels the most difficult task is to hire and retain the right kind of team members who believe in the same vision as she herself nurtures. She takes every new project as a new canvas and an opportunity to give form to her imagination and creativity. Her goal is to build The Spinning Wheel brand and through it create colourful, vibrant homes where every single piece narrates a tale of love, warmth and care. She shares, “Passion takes one through all kinds of ups and downs and nothing else matters then. So if you are thinking of creating something of your own, don't delay, just do it.”
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RIDE A RHINO
TIP-TOE PIANO
For those who like to smoke this is the ultimate puff as it comes with the guarantee of one of the most stylish - and expensive - cars in the world. Luxury car manufacturer Bugatti has teamed up with Swedish shisha pipe maker Desvall to create a limited-edition glass-bottom hookah. The handmade hookah is two-and-a-half feet tall and has a titanium frame with a carbon fibre outer casing. It also features hand-sewn leather accents inspired by the Bugatti Veyron, the brand's state-of-the-art automobile. The hookah - the kind smoked in bedouin tents and cafés in the Gulf countries-looks as stylish as the brand that has created it. Price:
Rs 60 lakh ($100,000)
MINI YACHT WITH TURBO SPEED
Various designs are available to choose from, including an empty shell, ready to be kitted out, a comfort option with two convertible sofas or a taxi layout ready to fit nine passengers or a living capsule outfitted with a kitchen, bathroom and two sofa-cum-beds. If none of these options quite meet your needs, you can give free rein to your imagination and design a miniature yacht of your dreams.
BOOK LOOK
AS TIME FLIES
Price:
Rs 3.50 lakh
(€ 4,200)
HERE'S STARING AT YOU, BABY!
HAVE CASH, WILL SPLASH
Price:
Rs 35,000 ($700)
Feel the mystical power of the Jedi knight in this spooky dressing gown. The robe made of 100 per cent cotton is the officially licenced Star Wars gear which has made a comeback after many years. If you have been a fan of the 1977 sci-fi epic, you will love it. If not, then you can gift it to someone who values that flick. The large hood, sash belt and wide sleeves are classic features of the Jedi robe. Could there be a better way of keeping yourself warm on a wintery evening than strutting around in this Jedi robe? In case you want to go out wearing it don't forget the light sabre that emits a green blade of light! Price: Rs 5,100 ($85)
QUALITY SOUND
Price:
Rs 1.17 lakh ($1,950)
EASY RIDER
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LEND A GLOW TO THE LIVING ROOM
ADD CHARACTER WITH GEOMETRIC STYLE
Add warmth, charm and ambience with this tabletop ethanol fireplace with ceramic casing by New York-based indoor fireplace brand Moda Flame. It uses ethanol bio-fuel and has ceramic casing with contemporary curved edge design with floral patterns to compliment any room setting. 
The Sevilla ethanol contemporary tabletop personal fireplace by American label creates an extraordinary ambience in any setting with its steel square shape and set of four tempered glass panes. Ideal for all tabletops and outdoor settings, it is non-toxic, smokeless, odourless and environment-friendly fuel.
The Lugo wall-mounted fireplace is an ideal way to lend an air of design and warmth to any household. It has a steel outer frame and two dual-layer burners. Measuring four feet by two feet, it has a depth of 7.5 inches and a capacity to spread instant non-toxic warmth to a cold room.
This fireplace can be fitted into a cabinet, a mantel or recess in a wall. The ‘flames’ emitted by the electric heater look like real fire and spread similar warmth. Since there is no fuel or wood consumption, there is no mess, and no smoke or soot. The fireplace can be controlled by a
hand-held remote.
A PIECE OF ART
The stunning Cupola bio-ethanol ventless fireplace by American company Vauni Edge not only spreads warmth but also is a great decorative as well. The flat design makes it look as if it is built into the wall but it is actually wall-mounted. It looks so classy that it will become the centrepiece of a room.
Is it a jeep, is it an all-terrain bike or is it a super-looking toy that's grown up? None of the above. It is the 2013 Tactical Black Rhino 700, Yamaha 's “side-by-side” vehicle that is so tough that it can be driven on almost any surface and can carry an amazing amount of weight. With cushy bucket seats, smooth controls and independent four-wheel suspension, you'd be hard-pressed to find a more comfortable vehicle. Powered by a 686-cc, liquid-and-oil cooled four-stroke engine, with an automatic transmission, this power-packed car-bike hybrid can pretty much go anywhere and carry any amount of weight.
In the mood for some foot-tapping music? Invest in a Dance-on-Piano by online lifestyle store Hammacher Schlemmer, which measures eight feet in length and 4.5 feet in width. The “floor” piano allows budding virtuosos to compose their own music as they dance, jump or run on the keys. It has 14 white and 10 black keys, almost two full octaves and can produce individual tones or melodic harmonies. The piano is large enough for duets and musicians can record and instantly listen to their compositions through an integrated speaker or tap along with pre-recorded songs. It replicates sounds from eight instruments piano, saxophone, violin, organ, trumpet, harp, vibraphone, guitar - and connects to an iPod or MP3 player. Best of all, it comes with a lifetime guarantee.
It's called the mini speed hog of the seas. The Jet Capsule is a boat like no other. It uses a similar propulsion system to a jet ski, measuring 24 feet in length and completely customizable to your every whim. Its base configuration comes with a 325 horsepower diesel engine capable of speeds up to 50 kmph. 
Though many people refer to computer addicts as geeks, the TwelveSouth BookBook will surely make you appear one even if you are not. The American company has created an imaginative cover for the MacBook Air which conceals the laptop inside a vintage leather book case. Comprising two hardback covers, reinforced corners and a tough spine, the BookBook offers solid impact protection to the laptop. Available in classic black or vibrant red, BookBook brings three levels of security to your Mac. First, the hardback cover and spine protect the laptop, secondly, it makes you stand out in a crowd and, thirdly, the design will make it thief-proof. After all, who wants to flick a worn-out book.
You will literally be on Cloud 9 with this collection of Bell & Ross watches. Packed in a real Flight Instruments Collector’s Box, the six watches, BR 01 Horizon, Altimeter, Turn Coordinator, Heading Indicator, Airspeed and Climb mimic actual aeronautical instruments and will virtually transport you into the cockpit of a modern aircraft. Each of these aviation models features an easy-to-read dial with a matt black carbon finish. Appropriately the collection comes in a special box, which when closed, looks like a cockpit’s instrument panel giving you the feel of a pilot who is ready For take off.
When it comes to things fashionable there's nothing quite like a Fendi. The Italian high street luxury label has been wowing the world with designer bags year after year. But its 2013 line of bags called Bag Bugs Peekaboo, literally has eyes on you. The new purse is in-your-face in more ways than one. That's because its side compartment has a pair of glaring yellow eyes. According to fashion experts, the eye designs are today what the skulls designs on clutch bags were a few years ago. These new symbols relate to the new generation. So go ahead, if you have cash to burn dwell in this 'eye' moment from
Fendi.
A two-wheeler is one of the most convenient ways to travel from one point to another. Now you can also use a two-wheeler to take you from one part of the sea to another. The Bladefish Seajet Underwater Scooter 5000 DPV (Dive Propulsion Vehicle) is light and compact, yet powerful enough to pull you through water like a navy seal. The scooter is powered with rechargeable lithium batteries and can get up to a speed of five kmph. A great gadget for scuba diving, snorkelling or just fooling around in a swimming pool 
On the face of it they appear to be your normal high-end headphones that provide clear audio and score on looks. There’s nothing to suggest that these LCD-3 by American company Audeze are one of the world's most dynamic headphones. What really sets them apart is a complete lack of resonance that is the bane of just about every other ear piece. Their combination of magnetic and electrostatic drivers gives a very wide frequency range and an amazing sound quality. Or, as the company says, these headphones are built for people who demand only the best in audio.
The modern-day GPS devices are making driving a pleasurable task in many cars. But there are hardly any navigational devices for two-wheelers which could make life simpler when driving to new destinations. Now, a New York-based start-up called Hammerhead Navigation is hoping to change all that with a new two-wheeler device which is shaped like a hammer that mounts on the handlebars. It is designed to give you hands-free directions. Best of all, the GPS technology is relayed from your smartphone and displayed as a simple visual LED readout making it one hell of an easy ride.