Comic Con: Fans are coming together, will brands follow?

Post-acquisition by NODWIN Gaming, Comic Con India is trying to attract more sponsors, create bigger experiential arenas, and bring together a broader range of pop culture fans

by Jagruti Verma
Published: Dec 2, 2024 3:53 PM | 5 min read

Comic Con debuted in India in 2011 and has since grown into a phenomenal brand of ticketed live events catering to pop culture fans. Home to cosplay competitions, comic book launches and experiential exhibitions, Comic Con started attracting brand interest in 2015. Brands, eager to reach and engage enthusiastic fans have since focussed on experiential marketing at these events. It prominently includes Maruti Suzuki, which has been sponsoring Comic Con India since 2015 and the Sony-owned Crunchyroll, which came on board as a ‘powered by’ sponsor in 2023.

Maruti Suzuki Arena came on board as a sponsor for Comic Con India to engage with its vibrant and tech-savvy audience. “Through our participation, we have witnessed first-hand the power of this platform to create lasting brand impressions. By leveraging innovative installations and interactive experiences, we have successfully connected with thousands of young enthusiasts,” said Partho Banerjee, Senior Executive Officer, Marketing and Sales, Maruti Suzuki India Limited.

He added, “During the FY23-24 Comic Con season, our 'Arena Superhero Arcade' engaged with over 27,000 visitors, generating significant buzz. As Comic Con expands in India, we are excited to continue our association and strengthen our bond with the next generation of automotive enthusiasts.”

For Crunchyroll, the partnership ties into the company’s efforts to connect with anime fans across the globe. “Partnering with Comic Con allows us to deeply connect with the anime community in India and create meaningful anime moments for the fans,” said ⁠Akshat Sahu, Senior Director of Marketing - APAC, Crunchyroll.

He added, “We’re excited to celebrate anime together and deepen our association with events like this, continuing to connect fans with their favourite series worldwide.” Earlier this month, Crunchyroll also participated in the New York Comic Con - for panels and booth presence.

For the upcoming Delhi Comic Con, Crunchyroll is all set to bring exciting activations to anime fans, such as a Solo Leveling Dome immersive experience, special photo ops, and anime trivia. “We are also bringing in superstar Rana Daggubati, the voice of Barca in Hindi, Tamil, and Telugu, for the upcoming new season of popular anime - Solo Leveling,” Sahu added.

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Earlier this year, the Hyderabad Comic Con featured captivating experiences with Maruti Suzuki Arena, Crunchyroll, Amar Chitra Katha, Penguin Random House India, TOPPS trading card and Yamaha Motor India. The event was also supported by Monster Energy, Intel, Qiddiya Play Life, Insider and 8-Bit Creatives.

Hyderabad Comic Con also saw Yamaha Motor India make its Comic Con debut with an experiential zone - The Yamaha Pavillion. The partnership was an extension of the brand’s ‘The Call of The Blue’ campaign where the brand is exploring unique avenues to connect with the young and aspirational generation of the county.

“Comic-Con is one such platform that engages with a distinct set of audiences, and it is our first time meeting with these enthusiasts,” said Vijay Kaul, Head, Marketing & Communications, Yamaha Motor India.

“More than just the display of vehicles, the aim is to celebrate the lifestyle of this distinct community and share the same passion that they carry for the pop culture,” he added. The brand is also running contests online to engage pop culture fans, incentivising their participation with exclusive passes to the events.

Yamaha Motor India will also be a part of the upcoming Comic Con events in Delhi, Bangalore, Chennai and Mumbai. “We are confident that the collaboration will help us expand our reach while reinforcing Yamaha’s brand ethos and inspiring young generations. We are looking forward to meeting more comic geeks in the upcoming events in other cities,” Kaul said.

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In January this year, NODWIN Gaming acquired Comic Con India at a valuation of Rs 55 Crore. Post-acquisition, Comic Con’s first event was held in Hyderabad, attracting 40,000 visitors.

“We approach each Comic Con event with a keen focus on the local culture and community. It means customising our guest and talent lineup to reflect regional & national tastes, which helps our partners connect more authentically with local fans. This makes each event not only engaging for attendees but also valuable for brands in terms of long-term association and audience loyalty,” said Akshat Rathee, Co-founder and MD, NODWIN Gaming.

Jatin Varma, Founder, Comic Con India added, “Over the years, we have been able to create great value for our sponsors and partners. With us joining the NODWIN family, we are hoping to build upon this further, leverage their expertise and relationships, bring in more sponsors and partners and drive more value to everyone participating.”

The next set of Comic Con events are slated to be held in Delhi, Bengaluru, Chennai and Mumbai. Three new cities have also been added to the schedule: Kolkata, Pune and Ahmedabad. Organisers expect these events to push boundaries and break records.