The recent addition to the Spider-Man film franchise, Spider-Man: Homecoming, which has been one of the highly anticipated releases of this year, hit close to 1,400 screens across the country on Friday. Apart from being a roaring cinematic and commercial success, from the marketing and branding perspective, Spider-Man attracted up to 60 brands as merchandise partners and seven media partners. The movie has among the highest brand associations for a Hollywood film in India.
The cinema rights to the Marvel character of Spider-Man are shared by Sony Pictures and Disney. Hence, the marketing and distribution deals have been looked after by Sony Pictures Entertainment India while the merchandise deals have been dealt by the consumer products division of Disney India. Oppo, Titan, Max, Lifestyle, Crocs and HDFC among others are the brands roped in by the Spider-Man mania.
Sanjeet Mehta, Executive Director and Head, Consumer Products, Disney India, told exchange4media that the brand believes that choosing the right partner is an important aspect in character licensing. “Marvel’s Spider-Man enjoys 90% awareness in the Indian market and there is high demand for products inspired by the superhero across ages. We are happy to have 60 brands on board. Each of our licensees helps us to offer a piece of the Spider-Man universe that fans can take home,” he says.
Will Yang, Brand Director, OPPO India, also said that the partnership was prompted by the movie’s massive popularity among the audience. “OPPO’s association with such youth-centric properties has been its focus area to reach its target audience and make space for the brand in each of our consumers’ heart. Spider-Man: Homecoming, as a movie, resonates well with the young audience and hence becomes the perfect platform of association for us,” he says.
Among other brands that collaborated with the movie, Dell India also teamed up in a global integrated campaign with Sony Pictures. Ritu Gupta, Director, Marketing, Consumer & Small Business, Dell India, disclosed that the online splash across YouTube resulted in over 6.6 million views on the very first day of the campaign. Also, the brand has been deeply interwoven in the movie as Peter Parker, the central character in the movie, will be seen using Dell’s latest gaming technology.
The popularity of the Spider-Man franchise and its relevance with gamers presented the brand a real opportunity to launch Dell’s Inspiron Gaming line as part of the campaign. “Having launched the new Inspiron 15 7000 Gaming notebooks as part of Dell’s gaming portfolio in India just last month, this association has come at the perfect time,” reveals Gupta.