Jay Jagannath: From Divine Tales to Must-Have Merch—A Licensing Legend in the Making!

While Jagannath Puri is one of the Char Dhams and a revered pilgrimage site for Hindus, most people were familiar with the name but not the deeper aspects of Jagannath’s story and significance. “However, after watching our show ‘Jay Jagannath, ’ it has changed significantly. Children who were previously unaware of these facts have taken a keen interest, and parents have been sending us emails expressing their gratitude for creating the show. It’s heartwarming to see how our content has made such a positive impact,” said Durga Prasad Dalai, Founder, Director, and Creative Head of ELE Animations Pvt Ltd.

Originally, the company designed the show with children as the primary audience. However, as time goes on, it is discovering that it has struck a chord with teens and even adults of all age groups.

Its YouTube channel, launched around three months ago in the Odia language, has been performing exceptionally well, amassing approximately 95,000 subscribers and around 10 million views across all videos. The characters resonate with the audience, especially Balram, who has become the heart of the show, while Jagan remains the beloved central figure. Jagan represents Lord Jagannath himself, appearing as a young boy to meet his friend and devotee, Balram.

“Naturally, there is a great opportunity to create merchandise aimed at children. But given the broader audience, we see potential for merchandising that caters to adults as well, including parents, grandparents, and teens. The scope for creating diverse and meaningful merchandise is immense, and we are eager to explore it,” he added.

A Story That Resonates

Jay Jagannath is an animated series that brings the divine tales of Lord Jagannath to life. Set in the spiritually rich land of Odisha, the series beautifully narrates stories of the deity revered not just in Odisha but across India and globally. What makes the show truly remarkable is its ability to cater to audiences of all ages, seamlessly blending mythology with engaging storytelling, captivating animation, and rich cultural contexts.

The appeal of Jay Jagannath lies in its narrative approach. It doesn’t merely recount ancient tales but breathes new life into them, making them accessible and relatable to modern audiences. Children are drawn to the vibrant animation and entertaining plotlines, while adults find solace and spiritual connection in the stories that echo their beliefs and traditions. This cross-generational appeal positions Jay Jagannath as more than just a kids’ show; it’s a cultural phenomenon that fosters family viewing and bonding over age-old stories.

Merchandising Opportunities: Building a Brand Beyond TV

The success of Jay Jagannath as a TV show has naturally paved the way for robust merchandising opportunities. As the brand continues to grow, the potential for consumer products becomes increasingly apparent, appealing to both children and adults alike. “Merchandise inspired by Jay Jagannath can range from plush toys and interactive board games that bring the animated characters to life, to stationery items like notebooks, coloring books, and puzzles that engage younger audiences with creative storytelling,” he asserted.

For adults, the brand can offer an array of souvenirs and collectibles, including figurines, decorative items, and keychains that reflect the cultural and spiritual essence of Lord Jagannath. Apparel and accessories such as T-shirts and caps featuring symbolic motifs and inspirational quotes from the show can further extend the brand's presence. Additionally, home decor items, including wall art and figurines inspired by the show, can be crafted to create a connection with the culture within personal spaces.

“In the food and beverages segment, traditional sweets can be introduced through licensing tie-ups with local sweet makers or confectioneries to launch Jagannath-themed offerings. Similarly, packaged snacks can be presented with thematic branding through collaborations with both local and national snack brands. Another promising avenue is corporate gifting, where curated gift boxes containing show merchandise along with traditional Odisha sweets can be designed. Premium figurines and collectibles could serve as ideal festive gifts, highlighting the cultural significance while also promoting the brand,” explained Durga.

Partnerships in Place

The company is in discussions with a reputed milk brand in Odisha, similar to how Mother Dairy operates in Delhi or Haryana. The said brand is one of the leading milk producers in Odisha, with a vast network of farmers.

“We are currently in talks with the director of a well-established and reputed milk product brand of Odisha to feature our character Balram on their milk packaging. The discussions are progressing well, and we expect to see Balram on the packaging within the next few weeks or months. This collaboration would significantly boost our brand identity,” Durga highlighted.

“Since Jagannath is revered as a family member in every Odia household, we must be thoughtful about how we depict him. Therefore, we chose Balram to feature on the milk packaging. This approach allows us to creatively portray the character while respecting cultural sensitivities,” he added.

Jay Jagannath Expands Multilingual

Currently, the series is available in seven languages—Hindi, Marathi, Telugu, Tamil, Kannada, Malayalam, and English—and is being broadcast on Pogo in all these languages. “Recently, we launched a YouTube channel in Odia, marking it as the eighth language for the series. We are also planning to introduce a Bengali channel soon, given the significant number of Bengali devotees who hold Lord Jagannath in the same high regard as the Odia community. This will bring the series to a total of nine major Indian languages,” asserted Durga.

“We envision making the Jay Jagannath series a truly multilingual experience. We firmly believe that our show is striking the right chords and resonating with audiences, putting us on track to match the popularity of iconic Indian IPs like Chhota Bheem and Motu Patlu,” he further said.

Additionally, the brand is set to release a movie in the month of May, which will further strengthen its presence and reach a wider audience.

Immersive Jagannath Experience

In the near future, the company will explore the possibility of setting up an experience-centered design space in Puri. “Our vision is to create a space where visitors can immerse themselves in the world of Jay Jagannath, experiencing the show’s themes and essence firsthand. We are also considering a similar center in Bhubaneswar, where our office is located. These centers will allow people to gain deeper insights into the making of the show and understand what it is all about,” explained Durga.

To enhance the experience, it is collaborating with a VR studio to develop an immersive virtual reality experience. Visitors to these centers will be able to engage with cutting-edge VR technology, making their connection with the show even more dynamic and memorable. “We aim to establish these experience centers within the next 6 to 8 months, bringing the magic of Jay Jagannath to life in an innovative and captivating way,” he added.

The Road Ahead

Looking ahead to the next five years, the company’s vision is to make Jay Jagannath a household name across India. It aspires to reach at least 100 crore people. “In the future, we envision Jay Jagannath having a continuous presence on the platform, making it an integral part of children’s daily viewing,” stated Durga.

In the coming months, the show will also be launching on one of the major OTT platforms. Additionally, it plans to expand its presence on YouTube by launching channels in all major Indian languages, making the show more accessible to diverse audiences.

Beyond digital platforms, it is working to expand its footprint into physical retail. “Our goal is to have Jay Jagannath merchandise available in every bookstore and toy store across India. This will include comics, coloring books, storybooks, and a variety of toys, allowing fans to bring their favorite characters into their everyday lives,” he noted.

International expansion is also on our radar. The company is keen to bring other distribution partners on board in some capacity, depending on their global presence.

Additionally, it plans to produce and release movies regularly to keep the brand vibrant and relevant. “Our strategy includes creating two TV movies annually for the next five years. These movies will be produced in a dual format—70-minute theatrical releases and 45-minute TV cuts. The longer version will also be available on OTT platforms, maximizing both reach and engagement,” he concluded.