THE OVERALL CONCEPT. Sheikh Chilli and Friendz is a story of magic, innocence and fun based in a place called Jhunjhun Nagariya.

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THE OVERALL CONCEPT Sheikh Chilli and Friendz

and innocent little 9-year old who overcomes

a Jinn, funny police inspector with assistant

2 THE OVERALL CONCEPT Sheikh Chilli and Friendz is a story of magic, innocence and fun based in a place called Jhunjhun Nagariya. The protagonist is Sheikh Chilli, a much-loved and innocent little 9-year old who overcomes the biggest problems with the support of his friends and his good deeds. A talkative donkey, witty friends, evil witch, a Jinn, funny police inspector with assistant and a mini pocket friend combine to give the series a dramatic and universal appeal, especially for the Indian audience. Primary TG: 4 to 14 years Secondary TG: Young adults/ youth

He is very easy to relate to and his actions convey goodness.

3 SHEIKH CHILLI (MAIN) Lovable, sweet and innocent, Sheikh Chilli is the protagonist of the show. He is very easy to relate to and his actions convey goodness. Sheikh Chilli resonates with every human being due to his actions, his friends and his ability to fight against evil in a simple manner.

NOORIE JINN (MAIN) Noorie Jinn is a naughty jinn from the jinn world but is bird brained. He lives in the Jinn world which has two parts: the good and the bad.

It is the Neelmani Diamond whose powers get distributed equally in both worlds. It is placed atop a tower in the dividing line between the two worlds.

4 NOORIE JINN (MAIN) Noorie Jinn is a naughty jinn from the jinn world but is bird brained. He lives in the Jinn world which has two parts: the good and the bad. Fairies live in the good world while witches and demons live in the bad world whose motive is to rule with evil. There is a strong link between the fairies and the witches. It is the Neelmani Diamond whose powers get distributed equally in both worlds. It is placed atop a tower in the dividing line between the two worlds. The Jinn is extremely funny because he does not have powers to create things. He can just make things disappear from another place and brings them to Sheikh Chilli which often leads to hilarious situations.

5 BULBUL (MAIN) Bulbul is Sheikh Chilli s dumb-witted donkey who started speaking suddenly after the blue light from the Jinn s bottle fell on him. Bulbul is funny and is scared of everything from Sheikh Chilli s dreams to water. His character plays a pivotal role in giving a humorous and fun angle to this delightful show.

However, he needs to eat cheese to bring out the strength in him.

6 KHATOO (SUPPORTING) Khatoo is a mini 6-inch tall character that lives in Sheikh Chilli s pocket. He is tiny but strong, having the ability to pick the heaviest of things. However, he needs to eat cheese to bring out the strength in him. He also has a famous catchphrase that goes I become steel after eating cheese! He is one of the reasons for each new episode of the series since he creates many problems.

7 SHEIKH CHILLI S MOTHER (SUPPORTING) A simple and sensible lady trying to bring out the best in her son at all times. She runs a snack shop and sews clothes to make a living.

8 MALLIKA (MAIN) Mallika is Sheikh Chilli s neighbour and best friend. A very funny angle included in her character is her tendency to sneeze when she comes near Bulbul, the donkey. This also leads to her dislike towards this donkey who is a part of Sheikh Chilli s core gang. She is extremely sensible and plays an important role and solving problems for Sheikh Chilli.

9 BURI (SUPPORTING) Buri is a witch and a sorcerer. She is adamant to get her hands on the blue diamond by getting the better of Noorie, the Jinn.

10 GAMA (SUPPORTING) Gama is an 8 year old bully and Sheikh Chilli s classmate. He is a troublemaker, arrogant and the gang ends up having fights with him often.

11 LOOTERA As the name suggests, Lootera is a thief. His catchphrase is My name is Lootera.looting is my work. Sheikh Chilli and his friends often encounter this character and sends him behind bars in most episodes.

One of his dialogues is a very famous movie catch phrase: Thieves and baddies from 12

12 INSPECTOR - BALLU SINGH (SUPPORTING) Inspector Ballu Singh has the charge for Jhunjhun Nagariya Police Station. One of his dialogues is a very famous movie catch phrase: Thieves and baddies from 12 countries want to target but Ballu Singh is still alive Kanoon is a part of Ballu s team and their banter is often hilarious and one of the key attractions of the show.

SHEIKH CHILLI'S HOUSE SHEIKH CHILLI'S HOUSE

MALLIKA'S HOUSE JHUNJHUN NAGRIYA This is a

MARKET Small yet beautiful houses line the roads

The houses are well-maintained complete with

It is equipped with clean roads, a park, a main

13 SHEIKH CHILLI'S HOUSE SHEIKH CHILLI'S HOUSE MARKET FARM HOUSE FARM HOUSE MALIKA'S HOUSE MALLIKA'S HOUSE JHUNJHUN NAGRIYA This is a beautiful walled city in the hills. MARKET Small yet beautiful houses line the roads of this scenic city. The houses are well-maintained complete with modern facilities. It is equipped with clean roads, a park, a main traffic checkpoint and a police station. The overall effect is very dreamy and idealistic giving the series a very positive vibe. JHUNJHUN SCHOOL

14 SUMMARISED CHARACTER OVERVIEW Talkative Donkey - Bulbul! Witty and intelligent best friend - Mallika! Sheikh Chilli s pocket buddy (who literally lives in his pocket!) - Khatkoo! Noorie the Jinn, found by Sheikh Chilli in a bottle! Gama, Sheikh Chilli s strong class-mate and a bully! Lootera, a stupid thief! Buri, the most wicked and dangerous sorceress from the big world! Inspector Ballu Singh and haldawar Kanoon, hilarious characters in charge of the Jhunjhun Nagariya Police Station.

15 CORE BRAND VALUES Goodness against Evil Innocence Friendship Magic and Delight Togetherness Family appeal Traditional Good Values in a Modern world

16 SERIES USP Refreshingly new, clutter-breaking and heart-warming entertainment, especially for the Indian market. Mind stimulation for kids through positive emotion and humour.

17 LICENSING OPPORTUNITIES Product Licensing: Creating a line of Sheikh Chilli products for consumer retailing. Leveraging the brand Sheikh Chilli to create themed packs with products that highlight the qualities of various characters. Promotional Licensing: Consumer Promotion by leveraging Sheikh Chilli to give away co-branded gifts on purchase. This is a short term promotion granting rights for co-branded gifts and communication.

18 PREMIA OPTIONS

19 STICKERS LENTICULAR CARDS TRADING CARDS 3D TRADING CARDS PUZZLES FINGER PUPPETS

20 TAZO MUGS DISK SHOOTER POWER BANK

21 BACK TO SCHOOL SERIES NAME LABEL BAG SLAP BAND

22 BACK TO SCHOOL SERIES LUNCH BOX BOOKMARK TIME TABLE SIPPER

23 BOWL TUMBLER PLATE SPOON FIGURINES KEYCHAIN

24 FLIP FLOP BED SHEET TOWEL RAINCOAT T-SHIRTS UMBRELLA

25 LENTICULAR DIY WRISTBAND BAGTAG YO YO

26 A- 208, Boomerang, Chandivali, Sakinaka, Andheri (E), Mumbai (INDIA) Tel.: manisha@esselcorp.com sc@esselcorp.com

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