Pokémon Expands Marketing Efforts in India

The Pokémon Company has shared updates on its growing operations in India, where the franchise has been actively expanding since 2013. Initially focused on increasing the frequency of the Pokémon anime’s broadcasts and related merchandise, the company has now significantly ramped up efforts following India’s emergence as the world’s most populous country in 2023.

In response to this demographic and economic growth, Pokémon established an India Marketing Division to strengthen its foothold in the region.

A Milestone in Indian Television

The launch of a new Pokémon anime series in 2024 marked a major turning point for Pokémon in India. To connect with local audiences, the company partnered with renowned Indian composers Vishal-Shekhar to create the opening and ending songs, performed by popular artists Armaan Malik and Shirley Setia.

The series premiere achieved exceptional success, becoming the most-watched program across India’s 900 TV channels. Social media buzz further underscored the excitement, with fans sharing their enthusiasm for Pokémon’s expanded presence in the country.

On-Ground Engagement: Pokémon Mela and Cricket Collaboration

Pokémon has also prioritized real-world connections with Indian audiences:

Pokémon Mela: A Festival of Fun
The company hosted the Pokémon Mela ("Mela" means "festival" in Hindi) at local shopping malls, featuring events like Pikachu dance performances and photo sessions with Pokémon characters. These interactive experiences were met with overwhelming enthusiasm, showcasing the franchise’s appeal across generations.

Cricket Partnership with Mumbai Indians
In a landmark collaboration, Pokémon partnered with the Mumbai Indians, a professional cricket team in the Indian Premier League (IPL). Special campaigns were rolled out during seven home games, including giveaways of Pokémon-themed merchandise, a Pikachu meet-and-greet booth, and themed activities during the team’s Kids’ Day, which attracted over 15,000 children.

Overcoming Challenges and Building Connections

Despite the challenges of navigating India’s diverse cultural and business practices, the Pokémon team remains motivated by the warm reception from fans at events and on social media. A company representative shared, “We’ve learned so much about Indian culture and commercial practices, and while there’s still much to understand, seeing the love for Pokémon firsthand keeps us inspired.”

Looking Ahead

As Pokémon continues to deepen its ties with India, the focus remains on creating memorable experiences that resonate with local audiences. With strategic collaborations and community-centered events, Pokémon’s presence in India is poised for further growth.

Source : ORICON NEWS