Disney India Signs Up Record Number of Brand Partners for 'Avengers' Release

The super-hero tentpole opens a week ahead of its U.S. release in India with the highest number of brand associations for any film.

Walt Disney India has planned a marketing extravaganza around the release of Avengers: Age of Ultron

Disney India's consumer products unit has signed up a record 50 brand partners to promote the film, considered the highest ever for any film – Hollywood or Bollywood - released in India.

The previous film to have such a bevy of brand partners was Bollywood star Shah Rukh Khan's super-hero title Ra.One which had 25 partners.

For the Avengers, brand partners span across various categories, including apparel, accessories, toys, home decor and more. Some of the brands include Amazon India (which has created a special Avengers store), toy retailer Hamleys India, online fashion store Myntra, Hero Cycles, Mountain Dew, Liberty Shoes and Tupperware, among others. Fans can also literally have a taste of the Avengers experience via sandwich chain Subways' two limited offerings dubbed 'Earth's Mightiest Subs'.

“Since the success of the first Avengers movie, the popularity of the franchise has grown exponentially in the country amongst kids and adults alike,” Disney India consumer products vice president and head Abhishek Maheshwari told India Abroad News Service.

Given that Disney has a slate of Marvel titles planned till 2019, Maheshwari added that “it is this long-term vision that our partners value, which translates into-deep rooted associations.” Products branded around the more popular characters of Iron Man, Hulk, Captain America and Thor, are expected to generate strong demand. 

Disney India is also giving the film a wide release, opening it in over 1,500 screens with dubbed versions in Hindi, Tamil and Telegu. As reported earlier, the Joss Whedon directed Marvel tentpole opens here on April 24, a full week ahead of its U.S. release.

Hollywood titles have also been promoted here with local elements such as specially created promo music videos by Indian artists. Last week, 21st Century Corp's Star India network promoted the television premiere of X-Men: Days of Future Past with a special music video. “Mutant Macha” featured well-known Bollywood film-maker, actor and singer Farhan Akhtar and leading film composer-musician Vishal Dadlani with rock band SKRAT.

Last year, Sony Pictures promoted the India release of The Amazing Spider-Man 2 with a music video titled "Main Hoon" (I Am) by local band Sanam.

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