The anime streaming platform Crunchyroll launched its first ad campaign in India, “Wish Your World Was Anime,” which blends the immersive world of anime with real life. The campaign features actors and anime fans Rashmika Mandanna and Tiger Shroff.
In the two ad films, the protagonists wish for dream scenarios in their real lives, such as embarking on vivid adventures and turning challenges into triumphant moments, much like those in the anime worlds they enjoy.
The ads premiered during the IPL and will air digitally on JioCinema during Tata IPL matches. Crunchyroll has planned a marketing campaign encompassing surround sound promotions through OOH, digital advertising and social media outreach.
The ad films have been crafted using a blend of original Japanese animation with live action. The creative agency behind the campaign is Tilt Brand Solutions, while the anime segments were created by renowned anime studios in Japan, ensuring the authenticity of the craft. The company Drive created the anime for the ad film with Mandanna, while Shroff’s ad film was created by Arect. The films were overseen creatively by Crunchyroll’s Creative Services Team. The background music in the ad film with Shroff is exclusive, produced by Donn Bhatt, and features rapper Jagsifat. The ad film with Mandanna has the song Billo By Excise Dept.
Crunchyroll marketing senior vice president Markus Gerdemann said, “With Tiger Shroff and Rashmika Mandanna joining us, our campaign shines a light on the power of anime as a captivating form of storytelling. India’s rich culture and its enthusiastic embrace of anime inspire us every day. What better way to debut the campaign than another milestone cultural moment – the IPL.”
Crunchyroll creative services vice president Norman Rabinovich said, “We’re celebrating our collective love for anime and supporting the fandom that makes it all so rewarding.”
With “Wish Your World Was Anime,” Crunchyroll aims to tap into the universal desire shared by anime enthusiasts everywhere – to infuse their everyday lives with the vibrancy, courage, and adventure reminiscent of their favourite anime characters and shows.
