Pokémon GO, a free-to-play location-based augmented reality mobile game, has announced Bollywood celebrity couple Riteish and Genelia Deshmukh as its brand ambassadors.
The pair, known for their genuine bond and the strong family values they represent, exemplifies the attitude of unity and joy that Pokémon GO hopes to instil in its users.
The announcement was made during the unveiling ceremony for Pikachu’s unique Indian appearance in honour of the festive season. At the ceremony in Mumbai, the male Pikachu wore a navy blue kurta with a beige vest, while the female Pikachu donned a pink saree.
The traditionally attired Pikachu is projected to be seen on significant occasions as part of the ‘Pokémon Festivities’ promotion.
Pikachu’s outfit has a distinct Indian influence, with the Mago Berry design resembling India’s national fruit, the mango. The design also includes the Poké Ball motif, which is well-known among Pokémon aficionados. These tiny yet essential touches highlight India’s cultural diversity while still including Pokémon’s famous character. With its new design, Pikachu will feature in a variety of projects in the coming months, including unique in-game events in Pokémon GO.
A limited-edition Pokémon Festivities Gift Box created by Yakult Danone India Put. Ltd. is one such endeavour. Customers who buy four sets of five Yakult bottles are given the opportunity to get these gift boxes, which include Pikachu dressed in a saree and kurta.
As part of the ongoing promotion, TPC has also launched the ‘Pokémon Festivities’ GIF sticker collection. This set of ten animated GIF stickers depicts Pikachu in its new look. These stickers were designed to improve users’ communication experiences by adding a festive and whimsical touch to their conversations.
Additionally, the Indian-dressed Pikachu can be seen in a dance video on Pokémon Kids TV beginning October 16, 2024. Moreover, an exciting and compelling on-ground event called Pokémon Mela is planned for fans to meet Pikachu in its new form in person from December 6 to 8, 2024, at Phoenix Marketcity in Vimannagar, Pune.
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.”
The excitement doesn’t end there; Niantic, the game’s co-developer, has also revealed the inclusion of Pikachu’s festive appearance. Trainers in Pokémon GO can take part in this unique cultural event in-game from November 1 to 4, 2024, and interact with Pikachu dressed in Indian attire.
Omar Tellez, Vice-President, Niantic, Inc. added, “We are thrilled to introduce Pikachu’s Indian look into Pokémon 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 Pokémon 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.”
