New Delhi: For what is likely to be the biggest superhero film ever, Walt Disney doesn’t want to leave anything to chance. The marketing campaign for Avengers: Infinity War, the 19th film of the Marvel Cinematic Universe (MCU) in India, that brings several characters from the MCU together and is slated for release this April has already begun with an association with automotive brand Renault India. The two companies have unveiled a special limited edition of the KWID Super Hero Edition, a category of mini cars that will be modelled on Captain America and Iron Man, two of Marvel’s most popular superhero characters.
“It would be fair to say this is the first step towards a much larger campaign for the film that is to unfold," said Abhishek Maheshwari, country head, Disney India. “This is the tenth year of Marvel Studios and we are really excited for this one, the trailer has been well-received both internationally and in India."
Maheshwari said Disney has never tied up with an auto brand for an association of this kind and Renault’s journey in India was inspiring and a logical fit for the product. The qualities of courage, strength of character and confidence that the two superheroes embody go well with Renault’s constantly evolving and innovative strategies.
The KWID Super Hero Edition will be available in two colour-themed versions—the Renault KWID Captain America-inspired edition designed in the typical white shade symbolic of the character along with his iconic shield and suit theme and the Renault KWID Iron Man-inspired edition in the red shade with the superhero’s arc reactor and armour theme. The two cars that come at an increment of Rs29,900 over a regular KWID, will be launched in April to coincide with the release of the film though bookings opened on Monday on Amazon India, an exclusive partner. They will also be showcased at the 2018 Auto Expo happening in New Delhi later this week.
“KWID is among the top ten-selling cars of this country, a hero in the mini-car segment and it made sense to associate with a superhero. Someone who loves the car and superhero characters is clearly a target audience for this," said Sumit Sawhney, country chief executive officer and managing director, Renault India Operations.
Sawhney added the company had been looking at broader global partnerships after a successful superhero-themed television commercial that came out in Brazil a while ago. The strength and success of the KWID brand was well-represented by these two iconic characters.
Avengers: Infinity War is what Marvel calls ‘a culmination event’ and stars every single character in the MCU, including Robert Downey Jr. as Iron Man, Mark Ruffalo as Hulk and Chris Hemsworth as Thor. A second part to the film is scheduled to release in 2019.