Oppo and Toyota tap India’s anime fandom at Mumbai’s Anime India
Oppo and Toyota Kirloskar Motor used Anime India to reach Gen Z fans from India’s 100 million-plus anime audience. Oppo showcased smartphones, while Toyota displayed the Urban Cruiser Hyryder amid growing spending on fandom, gaming, merchandise and immersive experiences.
What happened
Oppo and Toyota are using Anime India to engage India’s 100-million-plus anime audience, targeting Gen Z spending across smartphones, vehicles, gaming,
Key facts
- 100 million-plus Indian anime audience
- nearly ₹1,000 maid café entry fee
Why this matters
Brands, retailers and experiential platforms should explore partnerships with anime IP owners, convention operators and gaming communities to build scalable Gen Z acquisition channels.
What to watch
- Growth in attendance, exhibitor renewals and sponsor categories at Anime India and comparable Indian conventions.
- More official anime licensing deals, local-language streaming launches and retail distribution partnerships.
- Limited-edition anime-branded smartphones, accessories, apparel, vehicles or financing offers entering the Indian market.
- Mall operators allocating permanent space to gaming, collectibles and experiential fandom retail.
- Evidence that event-generated QR scans, app installs, test drives or product trials convert into purchases within 30 to 90 days.
- Build convention-specific activations around hands-on product use, not static displays, such as mobile gaming tournaments, themed vehicle experiences and creator meet-and-greets.
- Capture opt-in first-party data through exclusive digital collectibles, merchandise raffles, accessory offers and post-event purchase codes.
- Partner with anime licensors, regional creators, gaming communities and specialty retailers to create limited-edition products that extend demand beyond the event weekend.
- Test mall pop-ups and marketplace drops in Mumbai, Bengaluru, Delhi NCR, Hyderabad and Pune before committing to nationwide fandom campaigns.
- Measure activation performance using qualified leads, trial-to-purchase conversion, social content output, repeat engagement and merchandise sell-through rather than footfall alone.