After nearly six months of anticipation, Pokemon Go has officially launched in India. The franchise, known for more than just its games, is witnessing a revitalization, especially with the accompanying TV show. Jiggy George, the Founder and CEO of Dream Theatre, which serves as The Pokemon Company’s agency in India, previously discussed with Gadgets 360 the increased popularity of the television series following the game’s release.
George revealed that the entire Pokemon animated series is currently being aired from the beginning on Disney’s Hungama TV, a children’s channel, as well as on Voot, a local video-on-demand service. He also shared plans regarding the introduction of Pokemon merchandise in the Indian market.
(Also see: Pokemon Go Officially Launched in India, Here’s How to Get Started)
In light of this development, we spoke with Vijay Subramaniam, Vice President of Content and Communication at the Walt Disney Company in India, which operates Hungama TV. We also connected with Gaurav Gandhi, Chief Operating Officer at Viacom 18 Digital Ventures, the parent company of Voot, to gain insights into what drives the appeal of Pokemon on television.
“The series combines action, comedy, and fun, and the show’s success highlights that compelling content, when infused with local elements, can indeed captivate today’s youth,” remarked Subramaniam. “By engaging in ongoing dialogues with our young audience, we can grasp their entertainment expectations better. Stories like Pokemon have universal themes, allowing them to resonate with and entertain kids across different generations.”
(Also see: Who are India’s Pokemon Fans? The Answer Will Surprise You)
Gandhi added, “The show connects with children at a fundamental level, reflecting two significant concerns they face while growing up—exploration and feelings of helplessness. Ash serves as a role model who adapts to new environments, instilling in kids the courage to navigate changes in their own lives.” He further highlighted the recurring motifs of collecting, training, and battling present in every Pokemon iteration. “Kids love collecting items, whether it’s toys or collectibles, and this fosters their confidence while allowing them to create a personal, imaginative universe.”
(Also see: Pokemon Sun and Pokemon Moon: Release Date, Price, and Everything Else You Need to Know)
Both Disney and Voot utilize distinct platforms to connect with viewers—traditional television for Disney and smart devices for Voot. They both agree that the expanded exposure of Pokemon across different media enhances its overall impact. Prior to Pokemon Go’s launch in India, there was limited direct support from Niantic or The Pokemon Company, hindering engagement. However, the recent game’s debut has sparked additional interest according to Gandhi, who noted a significant boost in engagement with Pokemon content on Voot prior to the game launch.
“We are also implementing engaging campaigns that promote discussions about the show among kids in schools and at home,” Subramaniam explained. “For example, we introduced a rap song that highlights different Pokemon, followed by a competition featuring kids rapping about their knowledge of the show.”
The localization aspect of the TV show stands out against its gaming counterparts. Producing shows in various regional languages is far more cost-effective than creating software like Pokemon Sun and Moon or mobile games. Both executives recognized localization as a critical advantage.
“For a narrative to leave a lasting impression, capturing local nuances is essential for fostering a sense of belonging and identity. When a story is contextualized within the correct cultural framework, it creates relatability and further enhances its appeal,” stated Subramaniam. “The localized elements of Pokemon, through our campaigns and dubbing efforts, have contributed significantly to its popularity among children today.”
(Also see: Meet India’s Pokemon Go Players Who Gotta Catch ‘Em All)
“Introducing Hindi and regional languages will definitely broaden the audience base,” said Gandhi, revealing plans to add more languages to the Pokémon lineup soon. He also mentioned that device accessibility is less of a concern, thanks to strong reach and features like a parental pin that appeal to family users. “In just four months, Voot has become the third-largest streaming VOD service in India, boasting 14 million monthly active users. The Voot Kids section is now the largest collection of premium children’s content.”
While the long-awaited reception of Pokemon Go in India remains uncertain, the interest in the franchise’s non-gaming aspects, such as the TV series and merchandise, is poised to grow. For now, it’s an exciting time for Pokemon fans in India.
