Netflix India collaborates with major brands for 'The Archies'
Netflix India has partnered with nearly a dozen large brands for 'The Archies' movie, which releases on December 7, making it among the largest number of brand marketing collaborations for an over-the-top (OTT) film in India so far, said industry executives.
Cosmetics maker Maybelline, cafe chain Starbucks, e-commerce platform Flipkart, consumer electronics brand BoAt, Vistara airline, VIP Skybags and Bombay Sweet Shop are among companies that have launched limited edition products or services to recreate the Riverdable vibe in the Zoya Akhtar-directed movie and cash on its pre-release hype.
Shilpa Singh, senior director, marketing partnerships, APAC, Netflix, said: «By partnering with brands like Starbucks, Vistara, Maybelline, Skybags, and boAt, our aim is to marry the iconic elements from The Archies and the 60s era with brands of today.» She said the OTT platform is looking «beyond just showcasing».
Executives said the partnerships reflect the coming of age for OTT-brand tie-ups in India and borrows from 'Barbie's' $150 million global marketing blitz.
«After the success of global franchises like Barbie in India, we have Archies which is equally high on aspiration.
In India, brands have had very few opportunities to leverage this pre-teen and teen genre,» said Priya Goradia, chief operating officer at marketing company D'Artist Talent Ventures, which has worked on Dabur and Club Mahindra.
Flipkart has introduced an Archies line of dresses, footwear and accessories under its Gen Z-focused fashion platform Spoyl, VIP Skybags has launched an Archies Backpack collection, Starbucks is selling Holiday Classics drinks like Veronica's toffee nut crunch frappuccino and Jughead's Gingerbread frappuccino, and Maybelline has
