Brands
61 board Spider-Man brand-wagon, TN resolution expected
MUMBAI: Ranking as one of the highest brand associations for a Hollywood movie released in India, around 61 companies have joined the Spider-Man brand-wagon for themed and promotional consumer products with seven promotion/media partners.
Sony Yay! ambassador Tiger Shroff said that Spider-Man was etched in his memory since he was a kid, and had been his superhero. Sony Pictures Entertainment India is aiming for a wide release, scheduled to take over around 1400 screens in India on Friday. The channel is hopeful about the film’s release in 110-120 screens in Tamil Nadu following GST protests there.
Collaborating with around 61 brands across categories, Disney India’s consumer products business hopes to encash the euphoria over Spider-Man.
Some the brands associated with Spider-Man are — Mattel, VIP, Titan, Bata, Crocs, Funskool, Scholastic, Max, Lifestyle, Bioworld, Welspun and D’décor, etc. e-commerce and retail partnerships have been struck with Hamleys, Flipkart, Amazon and Landmark. The promotional and media partners are Cinepolis, BookMyShow, Oppo, Amul, Dell and HDFC Bank, etc.
Besides English, the film is slated to release in additional three languages – Hindi, Telugu and Tamil although the trailer was released in 10 Indian languages.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
