Disney India is pulling out all the stops as it gears up for the biggest release of the year this weekend with Star Wars: The Force Awakens. The company has collaborated with 50 brands for massive promotional campaigns. Media estimates put the total value of the brand tie-ins at close to Rs 30 crore.
These include the likes of ICICI Bank, Amazon, HP, Hamleys, among others. The list of 50 brands is a record and equals the marketing blitzkrieg seen during the release of Marvel’s Avengers: Age of Ultron last year. What should be noted though is that the latter was a sequel, while Star Wars: The Force Awakens, is a brand new addition to the Star Wars franchise and the first Star Wars film in 10 years.
Disney is also leveraging its brand partners to offer innovative services to fans. For example, Amazon has a special Star Wars zone on its website and is shipping all orders as of December 16 in special Star Wars branded packaging. This activity will continue till December 31, 2015. A Disney India spokesperson said that the activity would see Disney reach 5 lakh customers across the country.
Apart from Amazon, HP has released special, limited edition Star Wars laptops and tablets. ICICI Bank, meanwhile, will allow customers to customize their debit cards with Star Wars themes. ShopClues, too, has stocked up on exclusive Star Wars branded products, while toy store Hamley’s and toy maker Hasbro have launched official The Force Awakens lightsabres and other merchandise. Even footwear maker Crocs has jumped onto the bandwagon with a new range of Star Wars themed footwear.
Nitin Kochhar, AVP-Categories, ShopClues said, “The latest film of the super successful Star Wars franchise, ‘The Force Awakens,’ has shattered box office records globally. It is truly the flavour of the season. We’ve introduced the exclusive merchandise in keeping with the preference of our consumers, and to offer them added excitement as they gear up for the film to open in Indian theatres.”