In a strategic move to tap into the vibrant Indian market, Pokémon Go has announced a series of collaborations aimed at rekindling the enthusiasm for the augmented reality game.
Recently, the renowned company added the Bollywood couple Riteish Deshmukh and Genelia D’Souza as brand ambassadors. The news came during the reveal event for Pikachu’s special Indian avatar in appreciation of the festive season. At the event in Mumbai, the male Pikachu wore a navy blue kurta with a beige vest, and the female Pikachu wore a pink saree.
The traditionally attired Pikachu is expected to appear on key occasions as part of the ‘Pokémon Festivities’ marketing.
The move to cater to Indian audiences also involves Pokemon’s partnership with Mumbai Indians (MI), a popular Indian Premier League (IPL) team, which took place during the 2024 season.
To delve deeper into these collaborations and the company’s plans for the Indian market, SportsMint Media had an exclusive interview with Susumu Fukunaga, Corporate Officer at The Pokémon Company and Yuki Kawamura, Senior Director, Strategic Partnerships and Special Projects at Niantic (Developer of Pokémon Go).
The topics addressed with the two gentlemen included Pikachu donning Indian clothes, Genelia and Ritesh Deshmukh being signed as ambassadors, and a collaboration with Mumbai Indians.
Questions to Yuki Kawamura, Senior Director, Strategic Partnerships and Special Projects at Niantic:
1. How does Pokémon GO plan to rekindle the game’s enthusiasm in India?
India remains a key market for Pokémon GO. To reignite excitement, we’re focusing on providing exclusive content and events tailored to Indian players. This includes localised gameplay features and collaborations with Indian influencers and brands.
2. How will Genelia and Ritesh Deshmukh’s appointment as brand ambassadors increase brand awareness?
Genelia and Ritesh embody the spirit of family, adventure, and togetherness, perfectly aligning with Pokémon GO’s values. We’re excited to collaborate with them on various campaigns to connect with our players on a deeper level.
3. How does Pokémon plan to cater to the young audience?
Family-friendly experiences are at the heart of Pokémon GO. We aim to create a fun and engaging environment for children and their families by encouraging outdoor exploration and social interaction.
Questions to Susumu Fukunaga, Corporate Officer at The Pokémon Company:
1. Can you comment on the significance of Pikachu adopting Indian attire during this festive season?
The festive season is a time of joy and celebration, and we wanted to share that spirit with our Indian players. By dressing Pikachu in traditional Indian attire, we hope to create a sense of connection and cultural resonance.
2. Can you elaborate on Pokémon GO’s association with Mumbai Indians?
Cricket is a passion point for millions in India. By partnering with Mumbai Indians, we aimed to reach a wider audience and connect with fans through a shared love of Pokémon and sports. The collaboration has been successful in terms of brand visibility and engagement.
3. What were the specific objectives and key performance indicators (KPIs) for the Mumbai Indians partnership?
Our goals were to increase brand awareness, drive player acquisition, and foster community among Pokémon GO players in India. We measured success based on app downloads, in-game activity, and social media engagement.
