During the release of ‘Star Wars: The Force Awakens’, Disney India collaborated with 50 brands for its massive promotional campaigns, raking up almost Rs 30 crore. With Marvel’s ‘Captain America: Civil War’ slated to hit the theatres today, the company’s Consumer Products business vertical has set a new record with tie-ups and has roped in 70 brands for co-branded promotions, initiatives and branded products. This is by far the highest for any Hollywood movie in India.
According to some reports, around Rs 150 crore have been raised through these associations, with Rs 35-40 crore coming from ATL and BTL promotions (across five brands, Lifebuoy, Axe, Nearbuy, Dell and Audi) and Rs 100-110 crore through retail sales value.
Abhishek Maheshwari, VP and Head, Consumer Products, Disney India, who led the associations, comments, “Over the years, we have built a strong affinity with the Marvel Super Heroes amongst fans across age groups. For India market, we have a record number of 70 brands collaborating for ‘Captain America: Civil War’, which is a testament to its growing popularity. This is by far the highest for any Hollywood or Bollywood movie. We build our franchises through our content across films, television and digital. We have a long term vision for our franchises. In the case of Marvel, we have our movie slate chalked out for the next five years, which our partners value.”
Among merchandises we saw the launch of Jack & Jones’ range of branded apparel, games and action figures of Marvel Super Heroes from Funskool, 46 lakh Lifebuoy packs inspired by the movie posters and Civil War Expression debit cards from ICICI Bank, amongst others. Amazon is running an initiative around the movie with homepage presence. Axe is promoting their variants of Champion and Maverick with Captain America and Iron Man respectively. Over 1.75 lakh units of twin packs are available in the market with a Marvel sipper as a premium. Dell is the co-promotion partner with Marvel merchandise available at Dell stores.
“We are excited to partner with Disney to launch ‘Captain America: Civil War’ merchandise on Amazon.in, enabling an easy access to the product range for fans of this popular franchise. In the past, we had experienced the excitement from fans who flock to the Amazon.in marketplace and love to shop for their favourite movie merchandise as the movie readies for release. Disney movies have ardent fans, so we look forwards to making their shopping experience delightful this time too,” said Samir Kumar, Vice President, Category Management, Amazon.in
‘Captain America: Winter Soldier’ which released in 2014, had about 16 brands, and with a significant four time jump in 2016, the appeal of the Hollywood franchise has grown manifold.