Bollywood Dances Into Social Expressions

MUMBAI, India, Feb. 28, 2011 /PRNewswire/ -- Pioneering Bollywood blockbuster film studio Yash Raj Films appoints The Wild East Group to manage its licensing program for social expressions and other popular consumer good product categories.  Under the guidance of Wild East Group President, Sid Shah, The Wild East Group will leverage its expertise and resources to extend YRF's film intellectual property, which includes iconic clips/stills, chart-topping music, and other images into different parts of their fan's lives, globally.

The focus of the licensing program will be to partner with a world-class social expression manufacturer to develop popular categories such as sound cards, calendars, stationary, mugs, and other types of greeting cards with a focus on occasions such as birthdays, mother's day, father's day, graduation, celebration, young romance, friendship, and Indian holidays such as Diwali, Karva Chauth.

"This Bollywood brand licensing opportunity is particularly exciting on multiple levels," said Wild East Group President, Sid Shah.  "First, Bollywood is woven into the fabric, culture, and tradition of the Indian Diaspora; Second, their iconic films, characters, and music have been a household name, globally, for the last 40 years; and third, this is a completely untapped segment, category, and demographic," says Wild East Group President, Sid Shah.

About Yash Raj Films:

YRF Studios (www.yashrajfims.com) started out as a filmmaking company in 1970. In the last four decades it has grown from strength to strength with India's most enviable film catalogue – some of which have been the highest grossers in the entertainment business.

YRF Studios has also widened its horizons beyond just Film Production and distributes their own films globally and Home Entertainment products through its offices in UK, USA, UAE and India. YRF Studios has its own Post-production facilities, Television Division, Design Cell, Equipment Division, Marketing Division, Internet & New Media Division, Licensing & Merchandising Division – all in-house facilities, which make it one of the most coveted creative houses in the country.  

About The Wild East Group:

The Wild East Group (www.wildeastgroup.com), a boutique brand licensing and business development agency with a focus on the India market, extends brands through the creative development of licensed products and strategic partnerships. Headquartered in Mumbai, India, The Wild East Group's global reach includes offices in Los Angeles with affiliates around the world.  

SOURCE The Wild East Group

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