Although Pokemon Go has not officially launched in India, and titles like Pokemon Sun and Moon are only accessible through unofficial means, the franchise remains remarkably influential in the country.
While Nintendo hesitates to release its 3DS games and Niantic deliberates on the India launch of Pokemon Go, The Pokemon Company has made strides to introduce popular characters like Pikachu to Indian audiences.
To gain further insight into the company’s initiatives, we interviewed Jiggy George, the Founder and CEO of Dream Theatre, which acts as The Pokemon Company’s representative in India.
“We were among the first enthusiasts of Pokemon, well before Pokemon Go even existed,” states George. He was part of the original team at Cartoon Network responsible for launching the Pokemon TV series in India in 2004. The show’s impressive performance highlighted the potential for a larger Pokemon presence in the market.
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“The television series was a significant success, but the merchandise market was saturated with counterfeit trading cards, leaving no official products available,” he recalls. The absence of legitimate consumer goods curtailed the longevity of the show’s popularity, and George believes that proper merchandise would have sustained interest while also providing a revenue stream. His vision for the revival of Pokemon in India includes addressing this gap.
“Our belief was that the missing element was the lack of consumer products and experiences that allowed audiences to engage with the brand outside of television,” he explains. “Our entire proposal to The Pokemon Company was to obtain all possible rights, including those for television, home entertainment, and video.”
With Dream Theatre collaborating closely with The Pokemon Company, we inquired about the possibility of an official Pokemon Go launch in India. Should it happen, the announcement may come as a surprise. “Our clients in Japan were informed just a day prior to their launch… and Japan had its launch much later than the rest of the world. We still aren’t sure; perhaps you’ll find out before we do.”
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Establishing a connection with The Pokemon Company was only one part of the challenge; securing partnerships with broadcasters proved to be even more difficult.
“Many suggested that the show had its moment and wouldn’t return,” he mentions. “However, the head of content at Disney, a devoted Pokemon enthusiast, recognized its potential and advocated for a chronological re-airing of the initial seasons. Without Disney’s support, we wouldn’t have achieved this revival. They committed fully with Hungama TV, airing seasons one through three, which quickly became the top-rated show on television.”
George notes that, during this period, some older episodes resurfaced on Cartoon Network as well. While it is common for shows like Chhota Bheem or Doraemon to air on multiple channels within the same network, having content from two distinct networks showcased a unique partnership that Dream Theatre welcomed.
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With this resurgence in viewership, the focus shifted to bringing official merchandise into the market, combating the prevalence of counterfeit products.
“In India, an estimated 95 to 98 percent of the market is unregulated. Retailers often take advantage of popular trends,” he observes. “Now, we feel more secure as we have established contracts for apparel with major retail chains, online stores, and products for back-to-school season, toys, and plushies.”
One notable opportunity lies in adult clothing. According to George, demand for these products is significant, reflecting a shift in the audience demographics of Pokemon, which were previously primarily children.
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In addition to toys and school supplies, Dream Theatre has partnered with Kellog’s to include Pokemon collectibles in certain cereals like Chocos.
“The current audience for Pokemon consists of adult fans who grew up watching the show in the early 2000s and are now entering the workforce,” George explains. “For them, it’s a nostalgic experience.”
He likens it to parents taking their children to a Rolling Stones concert, saying, “It’s a way for them to share their childhood passion with the new generation.”
To further expand its reach, Pokemon will not be confined to Disney channels. Dream Theatre has engaged Voot, a local video-on-demand platform, allowing content to be accessed without a traditional cable subscription. George believes this move will help attract a broader audience.
“With India being home to the second largest smartphone population and the advance of 4G technology, television remains crucial,” he asserts. “However, we decided to maximize our influence across various platforms, ensuring viewers who prefer on-demand access can still watch our shows via Voot.”
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Despite shifting audience demographics, certain elements of the Pokemon phenomenon remain constant. When asked about the franchise’s enduring popularity in India, George asserts, “Pikachu will always be the favorite. It has been featured prominently in marketing materials since the beginning.”
“From a consumer products standpoint, these characters resonate well due to their approachable designs. Our experience indicates that Indian audiences gravitate towards characters that are smooth and round rather than edgy,” he adds. “This trend is evident in shows like Chhota Bheem, Angry Birds, and, of course, Pikachu.”
