Sign up for afaqs! Newsletters
Cadbury brings Batman v Superman to India with its new Heroes collection
A TVC showcasing the new chocolate range has been aired for the first time during the ongoing T20 World Cup tournament in India
The world is all geared up to catch Batman v Superman: Dawn of Justice, on movie screens on March 25. On the occasion of the movie’s release and to promote it in India, multi-national confectionery company Cadbury has introduced its own chocolate super heroes for the Indian market with the launch of its range of Cadbury Heroes.
The new chocolate range is currently being promoted through a TVC released by the company during the ongoing T20 World Cup tournament. The special range contains chocolates shaped in the form of characters from the upcoming movie.
Warner Bros, co-producer of the movie, has meanwhile, used every possible method in the last few months to promote the much-awaited Batman v Superman: Dawn of Justice. The superhero film of the year has been promoted extensively across the US, and across all platforms, through cereal brands, carbonated drinks, and even an airline company.
In India, other than promotion across social media, this is the first step taken to promote the film by a corporate house. The US-based Mondelēz, the multinational confectionery, food, and beverage conglomerate and owner of the Cadbury brand, had done something similar in 2008, when it tied up with Warner Bros for the movie Dark Knight, which it promoted through its dark chocolate Bournville.
Batman v Superman: Dawn of Justice features the DC Comic characters Batman and Superman, and is a follow-up to 2013's Man of Steel. It is the second instalment in the DC Extended Universe. The film is directed by Zack Snyder and stars Ben Affleck as Batman and Henry Cavill as Superman, along with Amy Adams, Jesse Eisenberg, Diane Lane, Laurance Fishburne, Jeremy Irons, Holly Hunter, and Gal Gadot.
Batman v Superman: Dawn of Justice is the first film featuring both Batman and Superman together, as well as the first theatrical film to feature live-action portrayals of Wonder Woman, Aquaman, the Flash, and Cyborg. In the film, Batman pre-empts a battle with Superman after the destruction caused in Man of Steel.