In 2012, when Viacom18 Media was making entry into brand acquirement witnessing the perspective and the acquirement that was a part of the brand licensing squad, was headed by Bhavik Vora.
The brand licensing squad commenced at a slow pace with obtaining authorizations for Snoopy- Peanuts and others but got influenced this was scheduled to be big biz.
Viacom18 went on to get hold of a authorization for FC Barcelona and the billions earned changed viewpoints for a lot of people.
“Viacom18 now not only has its own portfolio but has also started acquiring outside brands. In 2015, I decided that I was really getting restricted with respect to what I wanted to do and also from a property perspective, there are certain limitations within the corporate sector,” said Bhavik.
Including the biggies
Bhavik added that one of the most appealing things in the firm’s 2-year ride was the pitch and acquirement of Universal Studios.
“We were a core team of four, and had the legal and finance work outsourced. We were competing against big companies, who had all pitched to Universal. They had properties such as Minions and Fast and Furious, and we all wanted it. Their team came down to India and met everyone. They came to us in December and within two weeks of that, they decided who they wanted to go with.”
The most cherished moment was an incorporation of Game of Thrones.
He stated that it took around 18 months to get hold of it.
“For Game of Thrones, India was a small portion of their overall revenues. After a lot of due diligence and evaluation, they finally decided to go with us and we lost our breath for five seconds. It was around 10 pm when we got a call from the HBO office in New York and when I told my team, they were absolutely thrilled.”
While talking on the licensing biz, Bhavik said, “While the people in the licensing world knew me, it was not enough to write this story alone. The funding which we got can also be attributed to the people we have.”
Bhavik stated that there is no product as such to showcase in the licensing biz. Clients have faith on a business only because that it has the perspective to deliver and look after their brand.
“There was a lot of resistance and this was coupled with a lot of competition, by people who have been doing this for a very long time. One thing we have done is that we have never moved away from the fans. We do not subscribe to the market mentality of one size fits all,” added Bhavik.
What assists is that the team is a buff of the majority of brands it administers.
“We have Sesame Street, a brand that is so famous around the world but has never worked in India, because of the lack of ratings. We now have a few deals with Sesame Street that we are launching. The idea is that we will get brands that work, not only from a creative asset perspective but also for a certain community of followers. Our business is only about a community of fans and if you know where they are, you target them,” Bhavik also said.