Pokemon GO Goes Big In India With Bollywood Power Couple Endorsement

Ahead of Diwali celebrations, popular game  Pokemon GO has secured a deal with Bollywood power couple Riteish  and Genelia Deshmukh as its celebrity endorsers .

The married couple, known for their genuine bond and the strong family values they represent, personifies the attitude of unity and joy that Pokemon GO hopes to instil in its users through media campaigns.

With an Indian inspired look for the Pikachu characters, brand activations have been prevalent, including deals with Yakult Danone India and courier company TPC. 

Additionally, the Indian-garbed Pikachu can be seen in a dance video on Pokemon Kids TV beginning October 16, 2024. Moreover, an exciting and compelling on-ground event called Pokemon Mela is planned for fans to meet Pikachu in their new avatars in person from December 6 to 8 in Pune.

Following the deal, Susumu Fukunaga, Corporate Officer at The Pokémon Company, said, “Over the years, Pikachu has grown to become incredibly loved and cherished across the globe, including India. With the increasing interest and engagement from the Indian market, we wanted to create a special connection with our fans here. By presenting Pikachu in celebratory traditional attire, we aim to bring joy to everyone during the festivities. We hope that people will enjoy Pikachu’s new look, celebrate with us and feel a stronger bond with Pokémon.”

Omar Tellez, Vice-President, Niantic, Inc. added,“We are thrilled to introduce Pikachu’s Indian look into Pokemon GO. It embodies the vibrant spirit of India’s culture and reinforces our commitment to bringing innovative and unique ways for millions of Indian Trainers to enjoy Pokemon GO. To further celebrate the Festival of Lights this year, we have some exciting raids and in-app activities lined-up that give trainers the opportunity to enjoy cultural festivities in a fun and interactive way.”

According to ASN data, Pokemon has 0.3% share for its category, investing US$268k since Q323, and the main deal is a celebrity endorsement from Chinese idol Wang Yibo from boyband Uniq. The latest deal with Riteish  and Genelia Deshmukh is certain to push the brand’s spends up.