Animation Student Finds Continued Success in Chhota Bheem
The distinctly Indian children’s animation phenomenon called Chhota Bheem has taken the children's entertainment industry by storm. In just five years, Chhota Bheem - named after the 9-year old character in the television series created by Academy of Art University’s Rajiv Chilaka - has spawned comic books, t-shirts and DVDs, all of which have sold briskly. The franchise has also led to a torrent of licensing and merchandising activity. Everything from tiffin boxes, water bottles, toys to food products, such as fruit drinks and wafers, sport the series' characters. Rajiv has come a long way considering he had no connection to either the film or the television industry. "I had an inclination towards storytelling but felt my strengths were a mix of technology and creativity. So, I felt I was more suited towards animation," he said. The goal to learn animation became an obsession and Rajiv attended the School of Animation & Visual Effects in San Francisco. The future looks strong for Chhota Bheem. It is currently being exported to elsewhere in Asia, especially Indonesia.
Business Standard – Aug 13