Susumu Fukunaga on strong localisation strategy for new Pokémon series

Quite a few changes can be expected as a new series of Pokémon – ‘Pokémon Horizons: The Series’ – returns to television. For the first time in Pokémon’s history, the spotlight shines on a female lead, Liko, and her partner Pokémon Myaoha, as they explore a vibrant new world alongside young trainer Roy.

Set to premiere on Hungama on May 25, the series promises captivating storytelling and introduces viewers to a host of new characters and Pokémon, including the daring voyages of Captain Pikachu. With original opening and ending tracks composed by Vishal-Sheykhar and sung by Armaan Malik and Shirley Setia, tailored specifically for Indian fans, the series brings a fresh, local flavour to the beloved franchise.

Sharing his excitement about the new storyline and characters, Susumu Fukunaga, Corporate Officer, The Pokémon Company, said that ‘Pokémon Horizons’ aims to engage audiences while respecting the legacy of Ash and Pikachu. While Fukunaga acknowledged the deep connection fans have with Ash and Pikachu, at the same time he stressed on the importance of exploring new horizons. “We are very happy that a lot of people have enjoyed the journeys of Ash and Pikachu so far. Now that Ash has become a champion, that story has reached a pinnacle. We hope that the new series will bring people closer to Pokémon and they will enjoy it as much as they did before,” he added.

As for the marketing strategy to reach Tier 2 and 3 cities, Fukunaga highlighted localization efforts and community engagement. He said, “The first thing is through localization, especially with the introduction of local names for the characters, there will be almost immediate affinity and understanding. We’re also organizing extensive multi-city events where fans can interact with the characters.”

Fukunaga further emphasized on Hungama’s widespread reach across the country, ensuring viewers in all regions have access to the new series. “Hungama’s reach is extensive across the country. Viewers will have the opportunity to watch Pokémon all the time on the channel, making it accessible to audiences everywhere,” he added.

Regarding potential collaborations with OTT platforms, Fukunaga expressed gratitude to Hungama’s partnership while hinting at future possibilities. “We consider Hungama to be a very important partner for our franchise. After we release the animation and gauge the audience’s response, we will consider whether we want to expand to other platforms,” he said.