Netflix India has collaborated with nearly a dozen prominent brands for the upcoming release of ‘The Archies’ movie on December 7, marking one of the most extensive brand marketing partnerships for an over-the-top (OTT) film in India, as per industry executives.
Leading brands such as Maybelline, Starbucks, Flipkart, BoAt, Vistara, VIP Skybags, and Bombay Sweet Shop are among those that have introduced limited edition products or services, aiming to capture the essence of Riverdale in the Zoya Akhtar-directed film and capitalize on its pre-release buzz.
Shilpa Singh, Senior Director of Marketing Partnerships, APAC, Netflix, stated, “By partnering with brands like Starbucks, Vistara, Maybelline, Skybags, and BoAt, our goal is to blend the iconic elements from The Archies and the 60s era with contemporary brands.” She emphasized that the OTT platform is focusing “beyond just showcasing.”
Industry executives view these partnerships as a significant evolution in OTT-brand collaborations in India, drawing inspiration from the global marketing success of ‘Barbie’s’ $150 million campaign.
“Following the success of global franchises like Barbie in India, we now have Archies, which is equally high on aspiration. In India, brands have had limited opportunities to tap into this pre-teen and teen genre,” noted Priya Goradia, COO at marketing company D’Artist Talent Ventures, known for its work with brands like Dabur and Club Mahindra.
Flipkart, for instance, has introduced an Archies line of dresses, footwear, and accessories on its Gen Z-focused fashion platform Spoyl. VIP Skybags has unveiled an Archies Backpack collection, Starbucks is offering Holiday Classics drinks like Veronica’s toffee nut crunch frappuccino and Jughead’s Gingerbread frappuccino, while Maybelline has launched retro makeup.
The Archies movie, produced with an estimated budget of ₹40 crore, is based on the American comic book series of the same name.
