Why Brands Have Gone Va Va Voom To Jump On Netflix’s 'The Archies' BRandwagon

Reviving the iconic world of 'The Archies,' Netflix India collaborates with strategic partners, creating a synergy of nostalgia and modernity

by Ritika Raj
Published - December 08, 2023
8 minutes To Read
Why Brands Have Gone Va Va Voom To Jump On Netflix’s 'The Archies' BRandwagon

In a nostalgic rendezvous with childhood memories of a lot of millennial audiences, Netflix India is set to revive the iconic world of 'The Archies' in an upcoming movie bearing the same name. Produced by the duo Zoya Akhtar and Reema Kagti's Tiger Baby Productions, and directed by Zoya Akhtar, the film promises to bring the beloved characters from the famous comics to life on the streaming giant's platform.

What sets this cinematic journey apart is not just the silver screen adaptation of the beloved comics but the approach Netflix is taking to ensure 'The Archies' reaches the hearts of audiences young and old alike. In a Barbie-like fashion, Netflix has engaged in strategic brand collaborations to amplify the buzz around the film and collaborated with five partners - Starbucks, Vistara, Maybelline, Skybags and boAt.

“Our objective with brand partnerships is to make our titles shine by building anticipation,  excitement, and fandom for these partnerships. Ultimately the goal is to create win-win partnerships that drive impact for both Netflix and our partners. Our partnerships are carefully curated to showcase the true essence of our titles. For The Archies, we have collaborated with five partners who have contributed significantly in building consumer enthusiasm”, says Shilpa Singh, Senior Director - Marketing Partnerships, APAC, Netflix.

For Srivats TS, Vice President - Marketing, Netflix India, "The script from the beginning had the potential for a standout campaign. We believed that the IP of Archie comics and the story of young people making a difference could connect with everyone and resonate universally. We utilized various channels like social media, partnerships, music, press, and events to maximize #TheArchiesTakeover. In our research, it was very interesting to see how the essence of the 60s resonated with Gen-Z. Be it retro fashion or using vintage filters on Instagram, retro is making a comeback. At Netflix, when an opportunity to seamlessly intersect with audiences of different age groups presents itself, we take it.”

Singh further emphasizes that at Netflix, the main goal in marketing is to make shows and movies stand out and a lot of effort into this to make them shine. Brand partnerships bring together two worlds, led by two brands, to tell one story neither could have told alone. She adds, “For us, these partnerships open up a whole new way to connect with people and create new cultural moments that make a real impact……Our approach revolves around the title itself—putting it front and centre. The Archies is all about revisiting the 60s and it speaks to both Gen Z and millennials. We consider what the title represents and who it speaks to.

TATA Starbucks: The Archies inspired Holiday-themed drinks

As part of the collaboration between TATA Starbucks + The Archies, Starbucks has launched ‘The Holiday Classics from The Archies’ – a selection of new beverages to be available across all Starbucks stores up until Christmas. The #TheArchiesHolidayClassics beverages inspired by The Archies are Archie’s Crunchy Red Hat Mocha, Veronica’s Toffee Nut Crunch and Betty’s Chestnut Mont Blanc will be served in the Starbucks Red Cups.  The Archies gang's hangout, Pop Tates has been linked to Starbucks according to the OTT giant.

Talking about this collaboration, Adrit Mishra, COO, TATA Starbucks shares that Tata Starbucks has always been keen to associate with like-minded brands who share the same vision and passion to create meaningful experiences for consumers. He adds, “The collaboration between Starbucks and Netflix’s The Archies goes beyond the film itself. It aims to capture the essence of friendship and togetherness depicted in the story with the message of #ItStartsWithYourGang encouraging people to cherish moments spent with friends and that meaningful connections begin with the people closest to us. Through this association, we aim to reach out to a younger set of consumers and provide them with the signature Starbucks experience.”


boAt X Archies - Limited Edition Speakers


BoAt, the renowned audio technology company, has gone Va Va Voom and joined forces with the cast of the film through sound and music to launch a limited edition speaker series, with a retro touch - named 'Riverdale Rocker,' exclusively crafted for the movie. 

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A post shared by boAt (@boat.nirvana)

The special edition speaker series is accompanied by a compelling campaign video featuring the star cast and boAt Co-Founder Aman Gupta, alongside a diverse mix of influencers, ranging from contemporary sensations like Orry, Uorfi, The Rebel Kid and thejhumroo to yesteryear icons like Baba Sehgal and Farida Jalal, ensures a dynamic fusion of both current and nostalgic elements.

Says Aman Gupta, Co-founder and CMO, boAt, “As a youth brand seeking to forge connections with Gen Z, we recognized the ideal opportunity to do so with the release of Netflix's Archies. Our approach centres on offering a nostalgic experience rooted in the comic's essence, reinvented for today's audience – a concept we've coined as "Riverdale Rockers.".  The complimentary film’s thoughtful curation ensures a dynamic blend of both current and nostalgic influencers, creating a visually captivating and culturally rich campaign that resonates across diverse audiences.”

Vistara’s 'Flight To Riverdale' - A Journey Back To 1964

In an exclusive collaboration with Netflix for a one-of-a-kind experience - Vistara's special UK 1964 'Flight to Riverdale’, India’s only retrojet, commenced from Indira Gandhi International Airport, Delhi and arrived at Manohar International Airport, Goa. The flight welcomed the cast of the film for this unique experience along with lucky fans and select Club Vistara members amongst others. Exclusive Behind The Scenes content with The Archies cast also made its way to Vistara World, the inflight entertainment system. 

Deepti Sampat, Vice President - Marketing, Vistara spoke to Pitch about the collaboration that made the brand the first to curate an experience like this and said “The decision to partner with Netflix on the highly anticipated movie, The Archies, presented an unparalleled opportunity to be part of a significant pop culture moment. Riding this wave, especially in a movie promotion where numerous brands converged, not only created a buzz but also provided extensive reach to the target audience of The Archies, who are also Vistara customers.”

For Vistara, at the very core of the collaboration is a customer-centric approach according to Sampat. She adds, “Our collaboration extended across various platforms including on-ground celebrations and themed on-board offerings glimpses of which have been captured and weaved into a film being amplified on social media. This collaborative approach has already yielded positive results, influencing our brand sentiments in the digital space.”

Skybags x The Archies Backpack Collection

Skybags, the vibrant youth-centred brand from the House of VIP Industries also collaborated with the film and launched The Archies Backpack Collection' by Skybags - a range encompassing eight specially designed limited edition backpacks, using the creative concept of 'What's in your bag?' . Complementing this collection is a dedicated film featuring the beloved Archie's characters. According to Praful Gupta, Head of Marketing - VIP Industries Limited, the collaboration is a strategic move, primarily centred around the shared appeal to Gen Z. Team Skybags, with its emphasis on backpacks and targeting the younger generation, recognising the popularity of  Archie's among teens.

He adds, “By associating with the Archie's on Netflix, Skybags aims to not only align with the entertainment preferences of its target audience but also to establish a deeper connection with this new range. This partnership becomes a channel for Skybags to integrate its backpack offerings seamlessly into the lifestyles and interests of the Gen Z demographic. This collaboration represents a chill way to bring a piece of the Archies world into your everyday style.”

Maybelline New York x Archies

Maybelline, one of the key players in the make-up and beauty space, featured special advertising and exclusive content with the entire cast, complemented by Limited Editions of popular Maybelline New York products like Fit Me Foundation, Super Stay Matte Ink lip color, the iconic Colossal Mascara, and Liner. Each product showcased retro-inspired designs from The Archies collectibles, offering fans a unique and nostalgic experience. For Maybelline whose TG includes young consumers, GenZs, and millennials, the Archies association resonates with its consumer base. Notably, Suhana Khan, portraying one of the lead characters in the film, serves as the brand ambassador for Maybelline, adding an extra layer of synergy between the cinematic world and beauty. 

For Zeenia Bastani, General Manager – Maybelline New York & NYX Professional Makeup, L’Oréal India (the parent company for Maybelline), Maybelline X The Archies is the most exciting collaboration of the year. She adds, "When millennial childhood nostalgia meets the #1 makeup brand in the world, you know you’re going to make some magic with a #TwistofRetro. The Archies has been a seamless integration for Maybelline New York which has this incredible legacy – bringing to the world makeup innovation since 1915 and today, over 100 years later, continuing to break innovation boundaries, being at the forefront of beauty tech, setting the coolest makeup trends and boldly being the #1 Makeup Brand in the World. This collaboration has been a labour of love for us, more than a year in the works we seamlessly embedded the Maybelline New York brand into the film's creative vision, drawing from its relevance in the '60s. "