Destination dreamland with chuckkle park

While growing up, playing and watching cartoons one name that we all remember in our collective consciousness is Disney. It seems the undeniable brand power internationally made Disney case study after case study. And I say why not – after all, Mickey Mouse is synonymous to US pop culture and Walt Disney’s marquee signature is universally recognized in any language around the world. But more than that what has made Disney a symbol of children’s amusement is the fact that children across the world identify themselves with Disney and Mickey Mouse.
While working on a number of projects for children in India, I often wonder whether we should have a Disney India. It would be even better if we can conceptualise a brand new amusement park for the Indian children. The breaking news to create a brand-new Disney China outside of Shanghai valued at over $3.5B (USD) has further goaded me to think on these lines now. Since we have made a success of country’s first website for the children, www.chuckkle.com, it won’t be a bad idea to translate it into Chuckkle India Amusement Park.
Still, I would like to make it very clear that Chuckkle India is not a spur-of-the-moment decision to attract media space or bring western media groups over to India. The idea has been percolating over the years to bring a brand-new amusement park for the Indian children and families. Previous attempts in this country were not so successful due to various reasons and I feel Chuckkle India must take those case studies as a learning curve for the future.
A first glance at the idea of an amusement park in India does not reflect the obviously apparent gravity of such a plan. There are numerous theme parks throughout India and one more to that list doesn’t seem to be all that ground-breaking. However, remove the roller coasters, the different attractions, market positioning and the USPs of Chuckkle Park as a whole, and the details and symbolism of Chuckkle India takes front stage of national and worldwide importance.
On the eve of the Commonwealth Games, India has invested billions in infrastructure to develop the city of Delhi-NCR to be a global spectacle. It’s also no mystery that tourism plays a big role in India’s plan to earn foreign currency and extend their image. However, the build-it-and-they-will-come model does not always pan out according to plan. In this case, we have to understand that if we want to play nice and rebrand ourselves to be more open, opening our doors to private participation and exemplify a spirit of a two-way street.
However, I must admit her that the whole concept of Chuckkle India is still in its infancy stage. There will be hiccups along the way and I’m sure there will be areas of disagreement; however, Chuckkle India can be such an important venture for more than just operational reasons to amusement industry. It symbolizes an opportunity for India to demonstrate its ability to exude ‘soft power’ on a global stage. In either case, I see Chuckkle India truly being the place ‘where dreams come true’.