“Gear up in style.”

Hrithik Roshan and Deepika Padukone action starrer ‘Fighter’ has soared past expectations in the Bollywood box office. Hailed as India’s first aerial film, it has provoked both adoration and controversy from movie watchers and critics, who have praised its music and thrilling action sequences but criticized its hyper-nationalism and for being “anti-Pakistan”.

But whatever one’s thoughts are on the movie, what cannot be denied is its magnificent marketing mashups. What stands out above all others is its emphasis on merchandise and brand collaborations.

Fighter’s production team has launched custom merchandise to provide fans with a connection to the ‘Fighter’ world. Through collaborations with various platforms like Flipkart, HRX, Souled Store, A47, Vega, and many more, they have created an exciting new collection and promoted it at the perfect time. The merchandise line was brought alive by Viacom18 Studio and offers fans a trendy range of products, ranging from accessories to striking apparel to memorabilia.

This new range of products will also be available on the D2C brand www.a47.in, a label that celebrates India & its achievements through official merch.

Commenting on the partnership, Ajit Andhare, COO Viacom18 Studios, said, “Fighter is a highly anticipated film that pushes boundaries as India’s first aerial action franchise, and we are excited to bring its captivating world to life beyond the screen. Viacom18 Studios is happy to partner with Black White Orange as the exclusive Licensing Partner for ‘Fighter’s’ merchandise line. Through a meticulously crafted collection of apparel and accessories, fans will have the opportunity to immerse themselves in the thrilling universe of ‘Fighter’ and own exclusive items that pay homage to the valor of the Indian Air Force and the iconic characters of the film. We urge everyone to get ready to embark on this extraordinary journey with ‘Fighter’ and indulge in the excitement it brings!”

In an unexpected move, ‘Fighter’ has also collaborated with Evocus, the black alkaline water brand, in order to target wellness enthusiasts. This aligns well with Hrithik Roshan and Anil Kapoor’s dedication to fitness, and encourages audiences to relate to the thrilling and exhausting action of the movie.

Additionally, ‘Fighter’ partnered with Vishal-Shekhar to compose exciting, fiery music which was promoted heavily on social media by leveraging Deepika Padukone and Hrithik Roshan’s massive following.


Thus, ‘Fighter’ made use of clever marketing to steadily build excitement and anticipation for the movie, with their efforts paying off thanks to their soaring box office.