Avengers: Age of Ultron gets record brand association in India

As Indian fans eagerly await the release of ‘Avengers: Age of Ultron’ on Friday, a week before it hits screens in the US, Marvel has collaborated with 50 brands across various categories -- touted to be the highest brand association for any film in India -- to take the theatrical experience a notch higher.

Disney India's Consumer Products business has associated with brands in categories like apparel, accessories, toys, home and more to bring alive the Marvel Super Hero action.Some of the brands include Amazon, Myntra, Funskool, Liberty, Hero Cycles, Pantaloons, Tupperware, Kinder Joy, Hamleys and Landmark.

Abhishek Maheshwari, vice president and head, Consumer Products, Disney India, said, "Post the success of the first movie -- Marvel's 'The Avengers', the popularity of the franchise has grown exponentially in the country amongst kids and adults alike.

As far as ‘Avengers: Age of Ultron’ is concerned, they have on board Amazon.in, which has created a special Avengers Store, a one-stop-shop for all products inspired by the Avengers Super Heroes. The products listed will cut across ages and across categories -- toys, consumer electronics, apparel, accessories, fashion, stationery, publishing, home and DVDs.

Then there's also Myntra.com for a range of Avengers branded adult fashion range; Liberty, which is doing a footwear range of 50 styles for children; Kinder Joy, which has introduced a limited edition of surprise toys; Mountain Dew, which has Avengers branded packs; Subway, offering two limited period Subs titled 'The Earth's Mightiest Subs'; Hamleys, for a special promotion in six cities -- Mumbai, Delhi, Bangalore, Chennai, Pune and Ahmedabad; and more.‘Avengers: Age of Ultron’, the eleventh movie in the Avengers franchise, will be released in over 1,500 screens across multiple languages - English, Hindi, Tamil and Telugu.