Myntra launches apparel line for Thor movie through private brand Kook N Keech

By

Isabelle Crossley

Published
Nov 6, 2017

Disney India has teamed up with 28 brands to promote their new Thor movie and Myntra’s private apparel brand Kook N Keech is launching a line of official merchandise clothing as part of the campaign.

Manohar Kamath, Head of Myntra Fashion Brands, said about the brand’s new collection: “We are delighted to launch the Thor: Ragnarok collection by Kook N Keech, one of our leading private brands. Kook N Keech is rapidly growing in character-based licensed merchandise with collections spanning multiple licenses including the extended Marvel Universe. The Thor: Ragnarok collection brings to fans an exciting clothing range which vividly captures the essence of the incredible world built by Marvel through the rich portrayal of its characters.” The collection will mostly be made up of logo and printed t-shirts.

Myntra has been placing increased emphasis on its private brands as a way to drive profit and this tie up with Disney India is sure to bring a lot of publicity to the brand. Disney India is reported to have spent between seven and eight crore rupees on marketing (approximately between 1 and 1.2 million dollars) which is almost unheard of for a foreign film and more like the marketing budget of a Bollywood production. “The past month has seen some serious uniting of forces across on-ground and digital activations,” said Amrita Pandey, Vice President of Studios for Disney India.

Kook N Keech was launched as a private brand by the e-commerce fashion portal Myntra in 2013 and retails exclusively from Myntra online sites. The brand sells men’s and women’s casual wear and athleisure concentrating on logo t-shirts.