The Indianisation of Pokémon: Lessons in marketing in a diverse cultural landscape

Pokémon GO, one of the leading augmented reality mobile games by Niantic, recently announced Bollywood couple, Riteish Deshmukh and Genelia Deshmukh, as the brand ambassadors for India. In an exclusive conversation with Adgully, Susumu Fukunaga, Corporate Officer at The Pokémon Company, and Yuki Kawamura, Senior Director of Strategic Partnerships and Special Projects at Niantic, shares insights into the collaboration with Riteish and Genelia as the new brand ambassadors for Pokémon GO in India. The leaders discussed how the Pokémon Festivities campaign leverages India’s cultural richness by introducing Pikachu in traditional Indian attire – a navy-blue kurta for male Pikachu and a pink saree for female Pikachu – to resonate with local fans during the festive season.

They also elaborate on the campaign’s media strategy, utilizing both digital and on-ground activations, including an animated GIF sticker collection and the much-anticipated Pokémon Mela event in Pune.

Furthermore, during the Festival of Lights, players could spot Pikachu in its festive outfit in the game and have a chance to participate in giveaways and special sweepstakes, including an opportunity to win a trip to Pokémon GO City Safari in São Paulo.

Please tell us about the ‘Pokémon Festivities’ campaign and which languages you are targeting? Why did you choose these specific languages, and how do you plan to connect with diverse audiences across India through this approach?

Susumu Fukunaga: India is known for its diverse cultural landscape, and festivals are at the heart of that celebration. Keeping this in mind, we decided to celebrate the festive season by giving Pikachu a new look based on traditional Indian attire. For the first time, Pikachu dons an attire that reflects India’s rich cultural heritage: the male Pikachu is dressed in a navy-blue kurta with a beige vest, while the female Pikachu wears a beautiful pink saree. This festive makeover is not just a visual change, but a meaningful step toward connecting more deeply with our fans across India. By dressing Pikachu in traditional Indian clothing, we aim to celebrate this vibrant culture while still maintaining the universal appeal of Pokémon.

The Pokémon Festivities campaign is intended to have universal appeal to the Indian audience and is not restricted by any language. In fact, fans across different locations in India can interact with Pikachu in its new look. Our aim with this campaign is not just about delighting existing fans – it is also about reaching out to new audiences. We believe that by embracing local culture in an authentic way, we can introduce the Pokémon brand to more people who may not have engaged with it yet. India is a rapidly growing market for Pokémon, and this campaign is part of our larger, long-term strategy to strengthen our presence here. By creating culturally relevant initiatives like this, we hope to foster greater excitement and engagement around the Pokémon brand across the country.

Pikachu’s new traditional attire features the Mago Berry pattern, which resembles India’s national fruit, the mango. Could you explain the cultural significance behind this design and why it was chosen for the Indian market?

Susumu Fukunaga: Half of our Indian Marketing Team comprises Indians who bring valuable cultural insights to every campaign. They worked closely with our in-house designer to bring this concept to life. The designer herself has a deep fascination with India and was particularly inspired by the mango, which is why she decided to incorporate the Mago Berry motif into Pikachu’s kurta and saree.

Pikachu’s new attire is a blend of cultural symbolism and Pokémon’s iconic identity. The Mago Berry pattern, which resembles India’s national fruit—the mango – was chosen specifically to resonate with Indian audiences. The mango holds deep cultural significance in India, symbolizing abundance and prosperity, and has been celebrated in art, literature, and traditions for centuries. This made it a fitting choice to connect Pikachu to the rich heritage of the country. In addition to the Mago Berry, we incorporated the Poké Ball motif, a symbol instantly recognizable to Pokémon fans. These subtle yet meaningful details were designed to celebrate India’s cultural richness while keeping Pikachu’s attire closely aligned with the iconic world of Pokémon.

Pikachu’s new look will appear in various initiatives over the coming months, including special in-game events in Pokémon GO, ensuring that fans can engage with this festive version of Pikachu both online and offline. We sincerely hope that our Indian audience loves these outfits as much as we do.

What made Riteish Deshmukh and Genelia D’Souza the ideal choices as brand ambassadors for Pokémon in India? How do you see their personalities aligning with the Pokémon brand?

Yuki Kawamura: Riteish Deshmukh and Genelia Deshmukh were the ideal choices as brand ambassadors for Pokémon GO in India. Their vibrant personalities, fun-loving family spirit and sense of adventure align perfectly with Pokémon GO’s essence. The game is about exploration, creativity, and shared experiences – qualities that both Riteish and Genelia embody in their real lives.

As a couple known for their close-knit family values, they resonate with the multi-generational appeal of the game. Their energetic and relatable personas bring together the nostalgia of long-time fans and the excitement of new players, making the Pokémon GO experience even more enhanced and enjoyable for players across India.

Could you share insights into the creative agency involved in developing this campaign, especially the production of the TVC and other promotional materials? What was the vision behind blending traditional Indian aesthetics with Pokémon’s global identity?

Susumu Fukunaga: The vision behind blending traditional Indian aesthetics with Pokémon's global identity was to create a celebration of culture that feels authentic and relatable. By incorporating elements like the Mago Berry pattern, we aimed to honour India’s rich heritage while staying true to what makes Pokémon so beloved worldwide. This initiative reflects our commitment to engaging meaningfully with our fans in India, ensuring that Pikachu not only represents the brand globally, but also embraces the vibrant cultural fabric of the country. We believe that this creative approach will strengthen the bond between Pokémon and its Indian audience, creating memorable experiences that celebrate both our heritage and our global identity.

As a part of this campaign, we have launched a couple of initiatives to ensure our audience gets sufficient exciting opportunities to engage with their favorite creature in this new appearance.

One such initiative is the introduction of the “Pokémon Festivities” GIF sticker collection, which is a set of 10 animated GIF stickers featuring Pikachu in its new look, portraying a range of fun expressions, some of which take inspiration from gestures commonly seen in India. Created to enhance users’ communication experiences by adding a festive and playful touch to their interactions, these stickers will be accessible until January 15, 2025 on various social media platforms.

Additionally, the Indian attired Pikachu can be seen in a dance video on Pokémon Kids TV starting October 16, 2024. The video also features Mayo Japan and Kaketaku, who are popular Japanese influencers in India. The choreography of the song effectively combines Indian and Japanese dance steps to create a fun vibe. People can tune in to the Pokémon Kids TV YouTube Channel to watch Pikachu in action in its new outfit.

The upcoming Pokémon Mela in Pune this December sounds like a grand event. Could you share more details about what fans can expect at the Mela and what made you choose Pune as the location, and are there plans to organize similar melas in other cities across India?

Susumu Fukunaga: We held Pokémon Mela at Phoenix Marketcity, Vimannagar, Pune, earlier this year as well. It was extremely successful, and the visitors were very satisfied and happy with the event. When the mall administration reached out to us for another event for the holiday season, we were excited to receive this offer and accepted it happily.

Pokémon Mela is a captivating on-ground activation where fans can see Pikachu in its new look in-person from December 6 to 8, 2024. This event offers a vibrant fest-like experience with mini games, stage shows, gift campaigns, photo spots and other interactive activities. Visitors can enjoy engaging with and taking pictures with Pikachu in its new look, while immersing themselves in the world of Pokémon.

As for the future, while our current focus is on the Mela in Pune, we are always exploring opportunities to connect with people across India. There are discussions about potentially organizing similar events in other major cities, as we aim to reach a broader audience and celebrate Pokémon’s presence in various cultural contexts.

Pikachu’s new look will also feature in Pokémon GO during the Festival of Lights celebrations. How does this in-game integration enhance the festive experience for Indian players, and what kind of bonuses can they look forward to?

Yuki Kawamura: Pikachu wearing a saree will be available in Pokémon GO from November 1 to 4. Additionally, for players in Bengaluru, there was a special celebration with Pikachu wearing a saree making an appearance on November 3, 2024, at Phoenix Marketcity from 1:00 pm to 8:00 pm. Trainers and visitors got to meet Pikachu wearing a saree in-person, along with surprises, giveaways, and other activities. We also have a special sweepstake that will be held on Instagram for everyone in India, where two lucky winners will win a trip to Pokémon GO City Safari: São Paulo. The winners will get to experience a live Pokémon GO event with thousands of players in Brazil later this year.

Could you share more about the media strategy employed for the ‘Pokémon Festivities’ campaign? What kind of mix are you using to reach audiences across India?

Susumu Fukunaga: For the ‘Pokémon Festivities’ campaign, we have implemented a comprehensive media strategy that combines traditional and digital platforms to effectively reach diverse audiences across India. Our approach includes a mix of brand partnerships, on-ground activations and influencer collaborations to amplify our message. We are leveraging social media platforms like Instagram, Facebook, and WhatsApp to engage with our younger audiences and create buzz around Pikachu’s new festive look. The use of animated GIFs, which resonate well with fans, plays a key role in this digital outreach.

In addition, we are also leveraging the Pokémon GO brand and campaign ambassadors, Riteish and Genelia Deshmukh, to tap into their follower base and expand our reach. We believe their authentic connection with audiences will help us foster a sense of community around Pokémon during the festive season. Moreover, our events, including the Pokémon Mela in Pune, are significant touchpoints for our campaign. It provides an opportunity for on-ground engagement, allowing fans to experience the festivities firsthand. By combining these various media channels and strategies, we aim to create a cohesive and engaging experience for our fans, ensuring that Pokémon feels relevant and exciting during this festive period.

With initiatives like the Pokémon Festivities and Pikachu’s traditional Indian attire, what future plans does The Pokémon Company have for further integrating Pokémon into India’s cultural landscape?

Susumu Fukunaga: At The Pokémon Company, we are deeply committed to connecting with our fans in India through culturally relevant initiatives. The Pokémon Festivities campaign, featuring Pikachu in traditional Indian attire, is just the beginning of our efforts to celebrate India's rich cultural diversity. Looking ahead, we might plan to explore more localized collaborations that resonate with Indian audiences. Moreover, we aim to continue hosting interactive events across different cities, creating opportunities for fans to celebrate Pokémon in ways that are meaningful to them. By integrating local elements into our brand narrative, we hope to foster a deeper connection with the diverse communities in India and further embed Pokémon into the cultural fabric of the country.