Disney India Unites 8 Brands for Devil Wears Prada 2 Launches

4 articles · Updated · MediaNews4U · May 12

Disney Consumer Products India rolled out eight brand tie-ups around The Devil Wears Prada 2, spanning apparel, accessories, beauty and personal care as the film opens in Indian theaters.
26 John Jacobs eyewear styles anchor the accessories push, while Allen Solly, Myntra’s Phosphorus and Bewakoof are releasing collections built on the franchise’s visual cues and iconic imagery.
TRESemmé became the film’s signature haircare partner in India with a campaign featuring Zeenat Aman and Apoorva Mukhija, and Tira Beauty added a special-edition hamper with three products and collectibles.
The campaign also brings in Diet Coke and The Souled Store, extending the release beyond merchandise into a broader consumer-marketing push aimed at turning the sequel into a fashion-led cultural moment in India.

Will Disney's massive merchandising push finally unlock Hollywood-level revenue for films in India?

Has the 'Prada' sequel become a cultural moment or just a masterclass in mass-market commercialization?

Is this the new blueprint for movie marketing, or a risky bet on consumer nostalgia?