| 6 minutes read

6 minutes read

How Marketing Strategies Made ‘The Archies’, A Successful Movie

Zoya Akhtar's take on Archie Comics offers a delightful Christmas viewing – visually pleasing and heartwarming.

| Published on December 17, 2023


Have you ever wondered about the magic that spread out behind the scenes of a most appreciated movie ‘The Archies’? ‘The Archies’ is not just a movie; it’s an immersive experience that transports audiences to a world of imagination and emotion.

In her latest project, “The Archies,” Zoya Akhtar (director/producer), known for her work in “Lust Stories,” transforms the classic Archie Comics, relocating the gang to a picturesque Anglo-Indian hill station in 1964. Described as the era of rock ‘n’ roll, young romance, and more, this innovative Archie Comics adaptation is streaming and also exclusively available on Netflix.

In July 2023, the marketing landscape witnessed an extraordinary event with the debut of the Barbie movie, leaving an enduring impact on the industry. Fast forward a few months, and a new powerhouse has emerged on the marketing scene – ‘The Archies’, employing ingenious brand collaboration and marketing techniques.

Join us on a riveting journey as we explore the intricacies of this cinematic marvel, exploring the story, marketing strategies, and the unparalleled success that has lure audiences worldwide.

Conceptual Genesis

Taking place in 1960s India within the fictional locale of Riverdale, ‘The Archies’ unfolds as a coming-of-age film that intimately follows the lives of the town’s cherished group of teenagers — Archie, Betty, Veronica, Jughead, Reggie, Ethel, and Dilton. Set against the backdrop of the distinctive Anglo-Indian community, ‘The Archies’ delves into the themes of friendship, freedom, love, heartbreak, and rebellion.

Much like their predecessors who left an indelible mark with the quintessential earworm “Sugar, Sugar” recorded by the original Archies, this new generation of Archies is poised to make their mark through music.

Casting Alchemy

The characters in ‘The Archies’ are more than actors on a screen; they are the heart and soul of the story.
Meet the stellar cast of ‘The Archies’:

1. Agastya Nanda as Archie Andrews

2. Khushi Kapoor as Betty Cooper

3. Suhana Khan as Veronica Lodge

4. Vedang Raina as Reggie Mantle

5. Mihir Ahuja as Jughead Jones

6. Dot as Ethel Muggs

7. Yuvraj Menda as Dilton Doiley

Marketing Strategies of Archies

From the majestic CGI banner unveiled against the iconic Gateway of India to the well-planned cast introduction at the Netflix Tudum Event, ‘The Archies’ set the stage for a marketing campaign that resonated with today’s audiences.

The movie’s ability to generate anticipation and excitement transcended traditional platforms, echoing across social media, seamlessly blending with the daily conversations of its target audience. This amalgamation of grandeur and strategy laid the groundwork for a marketing effort designed to connect with audiences on a profound, emotional level.

Taking cues from the success of the Barbie movie, ‘The Archies’ has forged partnerships with well-known brands such as Maybelline, Vistara, Flipkart, Meta, Boat, Starbucks, Skybags, and Bombay Sweet Shop, among others.

These collaborations transcend conventional endorsements, evolving into meticulously curated experiences that effortlessly weave the movie’s retro theme into the essence of these brands.

The promotional efforts by Maybelline, featuring the female leads inspired by The Archies, and Vistara’s nostalgic in-flight experience went beyond mere marketing ploys; they evolved into social media phenomena. Enthusiasts, influencers, and the broader audience flocked to platforms such as Instagram, Twitter, and YouTube to document and share their encounters, creating a virtual ripple effect that amplified the movie’s visibility well beyond traditional advertising avenues.

These collaborations not only enhanced the overall consumer journey but also heightened curiosity for the movie, establishing a unique and influential online presence.

‘The Archies’ joined forces with Boat to unveil an exclusive ‘Riverdale Rockers’ speaker. A creative comic strip-style newspaper ad starred Aman Gupta, featuring his iconic ‘Hum bhi bana denge’ line. To amplify the campaign’s reach, popular influencers like Orry and Uorfi Javed showcased the speaker in short videos on Instagram, creating a viral buzz and leveraging social media to boost the marketing agenda.

‘The Archies’ goes beyond conventional brand partnerships, exemplified by the introduction of Archies-themed WhatsApp stickers, seamlessly integrating beloved characters into digital conversations. This showcases the film’s agility in embracing modern communication channels, aligning with its Gen Z audience across both physical and virtual realms.

Filming Magic

Musical Score and Soundscapes

What worked with these marketing strategies

Nostalgic Appeal

The marketing strategy adeptly taps into the nostalgia associated with the iconic Archies comics. By embracing the retro theme, the movie resonates with fans who grew up with the comics, creating an emotional connection and anticipation.

Targeting Gen Z

Recognizing the allure of old-world charm for Gen Z, the marketing strategy effectively targets this demographic. It understands their appreciation for nostalgia and incorporates it into the overall branding and promotional activities.

Shareable Moments

‘The Archies’ excels in turning every marketing touchpoint into a shareable moment. Leveraging social media platforms, especially Instagram, with engaging challenges like the milkshake challenge and strategic countdowns, the movie creates a sense of community and shared excitement.

Digital Engagement

The marketing team ensures a strong digital presence by actively engaging the audience on various platforms. Initiatives like the cast’s discussion of Spotify Wrapped not only maintain excitement but also turn the movie into a shared digital experience.

Cross-Channel Integration

‘The Archies’ employs cross-channel integrated campaigns, ensuring a comprehensive presence across platforms where their audience is most active. This approach maximizes visibility and engagement.

Strategic Brand Collaborations

The movie strategically selects brand collaborations that align with the preferences of its core audience, particularly Gen Z. These collaborations go beyond typical partnerships, becoming integral components of ‘The Archies’ narrative and resonating with the values of the target demographic.


In summary, the success of ‘The Archies’ movie marketing lies in its ability to blend nostalgia with modern engagement strategies, effectively targeting and resonating with its core audience, especially the discerning Gen Z demographic. ‘The Archies’ is more than just a movie; it’s a showcase of brilliant marketing that goes beyond the big screen.

Have you watched ‘The Archies’ yet?

Also Read: Brands Partner With Netflix For ‘The Archies’ Film

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