At Comic Con, Batman meets brand strategy

Brands across tech, FMCG, auto and entertainment register their presence at the event for direct access to a high-intent youth demographic

- AYUSHI SINGH

A thin winter sun settled over the NSIC Exhibition Ground as the first wave of visitors drifted into Delhi Comic Con, which was on from December 5 to 7.

Amidst cosplayers stopping for photos and teenagers hauling oversized merch (merchandise, if you please) bags past comic stalls were branded pavilions, hoping to pull steady early queues.

Crunchyroll’s bright orange arch sat opposite Maruti Suzuki’s slick blue Arena pavilion, where around 15-20 people lingered at any point to pose with the showcase vehicle, the Victoris, or try the VR display. Android’s “Panfest” zone saw similar footfall, while a gaming bay drew clusters of 10-12 players at a time. The busiest corner was the Play Station experience run by DT Zone, with close to 30 visitors gathered almost constantly. Kinder Joy, a festival partner this year, set up a Gotham City-themed zone. Together, the installations made the floor look less like a traditional comic convention and more like a consumer brand showcase built around fandom.