Disney India's Captain America rings in 70 brands; raises Rs 150 crore

MUMBAI: You know you are doing something right when you beat your own record and that is exactly what Disney India has done for their chef d'oeuvre -- Captain America: Civil War, which is produced by Marvel Studios and distributed by Walt Disney Studios Motion Pictures. The studio has gone ahead and signed media and merchandising deals with 70 brands, one upping their previous record of 50 brand associations each for Star Wars: The Force Awakens  and Avengers: Age of Ultron.

“For the 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,” asserted Disney India, consumer products VP and head Abhishek Maheshwari.

Disney India’s consumer product business has associated with a wide variety of brands in categories such as apparel, toys, FMCG, ecommerce, accessories, finance and more. To make the most of these partnerships, the brands too are leaving no stone unturned in promoting the film.

When asked why brand association with a movie like Captain America is a good opportunity for an eCommerce brand, category management VP Samir Kumar replied, “In the past, we have  experienced the excitement from  fans who flock to the marketplace and love to shop for their favourite movie merchandise as the movie readies for release. Disney movies has ardent fans, so we look forwards to making their shopping experience delightful this time too.”

As per a source close to the development, 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.

Disney India claims that it is the growing popularity of superhero based Hollywood blockbusters in the country that is attracting brands to pump in huge amount of ATL & BTL spends. The Jungle Book’shumongous success in the Indian box office has also solidified the brands’ faith in the popularity of international movies.

“Over the years, the Hindi audience for Marvel’s movies has grown rapidly and we are doing a lot of promotions for Marvel fans also,” shared Disney India studios VP Amrita Pandey, adding that to make the movie more relatable to the Indian audience Varun  Dhawan was the voice actor for Captain America in the movie.

“We build our franchises through our content across Films, Television and Digital. We have a long term vision for our franchises and in the case of Marvel, we have our movie slate chalked out for the next five years, which our partners value,” Maheshwari added.

Some of these innovative associations include, Jack & Jones’ apparel range inspired by ‘Civil War’, ICICI Bank’s co-branded Civil War Expression debit cards, Funskool’s latest range of action figures, playsets, board games and role-play items of Marvel Super Heroes.

Captain America: Civil War is the most anticipated movie of this year, packed with Super Heroes, making it a visual delight for fans. With the immensely strong affinity for Marvel Super Heroes, toy lines across key categories such as collectibles, role-play and construction will be the main drivers to get the excitement going. We have launched a wide range of Hasbro products including figurines and role-play sets, Lego construction sets, as well as board games for kids and young adults", Funskool sales and marketing SVP R Jeswant quipped on their association with Disney India.

Apart from this Lifebuoy has released 46 lakhs packs inspired by Captain America: Civil War & Iron Man movie art. Axe too is promoting their variants of Champion and Maverick with Captain America and Iron Man respectively, while Lanmart is carrying out a massive in store promotion for brand Captain America.

While Marvel fans eagerly await 6 May for the movie’s India release to enjoy their favourite superheroes or to  flock the theaters for the stellar starcast -- Chris Evans, Robert Downey Jr., Scarlett Johansson, Sebastian Stan, Anthony Mackie, Don Cheadle, Jeremy Renner,  and many more -- brands ride high on the ‘Civil War’ wave.

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