OnePlus, Amazon and 42 brands team up with Star Wars: The Last Jedi

The team has collaborated with 44 brands including OnePlus, Celio, Hasbro, Lego, Funskool, Amazon, Myntra, Scholastic, Hamleys and Tata Motors amongst others

e4m by exchange4media Staff
Updated: Dec 14, 2017 12:39 PM

With easily relatable characters, timeless storytelling and cutting-edge technology, the Star Wars saga – which began in 1977 - has become a legacy that has loyal and ardent fans across the globe. In India too, the Force fandom has grown bigger with every theatrical. As Star Wars: The Last Jedi, the eighth episode of the saga gears-up for the release, there’s a palpable excitement and anticipation among fans to once again immerse themselves into the galaxy far, far away.

To celebrate the release of Star Wars: The Last Jedi and give fans a chance to enjoy the power of this sci-fi mythology in their everyday lives. Disney India’s Consumer Products has brought on board a diverse range of brands to create cool products across categories – consumer electronics, fashion, consumer electronics, home, back-to-school, publishing and more. The team has collaborated with 44 brands including OnePlus, Celio, Hasbro, Lego, Funskool, Amazon, Myntra, Scholastic, Hamleys and Tata Motors amongst others.

In LucasFilm’s Star Wars: The Last Jedi, the Skywalker saga continues as the heroes of The Force Awakens join the galactic legends in an epic adventure that unlocks age-old mysteries of the Force and shocking revelations of the past. The film stars Mark Hamill, Carrie Fisher, Adam Driver, Daisy Ridley, John Boyega, Oscar Isaac, Lupita Nyong’o, Andy Serkis, Domhnall Gleeson, Anthony Daniels, Gwendoline Christie, Kelly Marie Tran, Laura Dern and Benicio Del Toro.

Star Wars: The Last Jedi is written and directed by Rian Johnson and produced by Kathleen Kennedy and Ram Bergman. J.J. Abrams, Tom Karnowski and Jason McGatlin are the executive producers.

Star Wars: The Last Jedi arrives in theatres in India on December 15, 2017. It will release in IMAX 3D, 3D, 2D and 4DX in English and Hindi.

Following are the key brand associations:
OnePlus: OnePlus announced OnePlus 5T Star Wars Special Edition in association with one of the most awaited movies of the year -- Star Wars: The Last Jedi to celebrate the OnePlus anniversary in India on Dec 02, 2017. This association is a first step in celebrating this milestone together with the OnePlus community in India. Star Wars has enthralled generations with their masterful storytelling from a galaxy far, far away, with the best in technology and strong engagement with their fan community. OnePlus has a dedicated community that is deeply passionate about the best in technology, design and attention to detail. With this befitting association, OnePlus community will be able to thoroughly enjoy the legacy of both the brands

·Hasbro: Hasbro is bringing to India the largest range of Star Wars toys including an exciting range of lightsabers across price points and features and an extensive range of Star Wars character figurines and a Star Wars Force Link Starter Set (a wrist accessory that emits sounds and dialogues)

Celio*: Has launched a special collection around the iconic characters from the Star Wars Universe with 12 designs -- 8 t-shirts and 4 sweatshirts at the Celio stores and about 40 designs with Myntra which consists of T-shirts, Pullovers and Sweatshirts

Amazon: Star Wars branded store on Amazon India, which will have a selection of 1000+ products across 10 product categories led by Toys and Youth fashion.

Myntra: Star Wars collection with over 150 styles would be activated around Star Wars: The Last Jedi release. This would be launched under Kook-n-Keech, a brand by Myntra with a focus on T-shirts, Tops and Winter wear for both Men and Women

Jabong: Celebrating a Star Wars brand day with Jabong on Dec 15th to coincide with the movie release. Jabong would have a home page presence for Star Wars for the whole weekend and would showcase a design range of 300+ design across three brands

Tata Nexon: This association will prove to be a real treat for fans of both the brands. They will get to experience the best of both worlds at every level of the campaign. From test drives to showroom visits to the Nexon Skills Arena, this campaign will offer an immersive and engaging experience that Star Wars fans wouldn’t dare miss.

SANJEET MEHTA, EXECUTIVE DIRECTOR - CONSUMER PRODUCTS, DISNEY INDIA said, "“With its vast universe of galactic legends, Star Wars has become a worldwide popular cultural phenomenon that is enjoyed beyond the big screens. As Star Wars: The Last Jedi releases on December 15, we felt it was the perfect opportunity for us to bring about a range of experientials for fans to relive Star Wars saga and make it a part of their everyday lives.”

BHAVESH SOMAYA, COUNTRY MANAGER, HASBRO INDIA further said,“Toys and authentic storytelling are a crucial part of the Star Wars universe, and we are launching our most innovative Star Wars toy line yet. Whether it is our FORCE LINK STARTER SET includes new FORCE LINK wearable technology, that allows fans to activate awesome features in more than 30 compatible STAR WARS toys or the new STAR WARS CHOOSE YOUR PATH LIGHTSABER, that provides an imaginative and interactive play experience with customizable connector pieces and light activation. It’s incredible that we’ve been a part of the Star Wars legacy for 40 years, and we’re so proud to continue this legacy with Star Wars: The Last Jedi toys.”

KYLE KIANG, HEAD OF GLOBAL MARKETING, ONEPLUS further said, “Our community has inspired us in more ways than one. Their passion and involvement in the brand and the products since the very beginning has inspired us to come up with product that is superior in every way, from design to the overall experience. We are excited to join the force and dedicate the exquisitely designed Star Wars Special Edition to the OnePlus and Star Wars fans in India as a part of the 3-year anniversary celebration. Once again, we’ve worked hard to refine every last detail and we are confident that the Star Wars fans will appreciate the homage that we have paid to the iconic Star Wars saga."

SATYEN MOMAYA, CEO, CELIO added, “We are excited to launch the Celio-Star War’s collection, where we have taken Celio’s spirit and infused it with touches from the light and dark side. The collection coincides with the release of the movie Star Wars: The Last Jedi and we have already seen a positive uptake around the range.”

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