Vaidehi Bhargava
Pokémon GO has embraced India’s rich cultural heritage with a special event featuring Pikachu in traditional Indian attire. As part of the 2024 “Festival of Lights” event, a female Pikachu wearing a saree made its debut in India, adding a festive touch to the game. This unique costume was revealed during an event in Mumbai, highlighting the blending of Pokémon’s charm with Indian traditions. A male Pikachu, dressed in a navy blue kurta, was also introduced, symbolizing this localization effort to connect with Indian players.
This initiative is part of Niantic’s “Pokémon Festivities” campaign, aimed at celebrating the cultural diversity of its global player base, with a focus on Indian traditions. In addition to the Pikachu costumes, Pokémon GO also added Hindi language support in September 2023, making the game more accessible and inclusive to players across India.
The celebration doesn’t end there. A special in-person event is planned in Bengaluru on November 3, 2024, at Phoenix Marketcity, where fans can interact with Pikachu in its saree attire, along with other surprises and giveaways. Moreover, players participating in the event can enjoy enhanced bonuses like double Stardust and XP, and exclusive encounters with Pokémon using incense during the event window.
Additionally, Bollywood stars Genelia and Riteish Deshmukh were named as the brand ambassadors for Pokémon GO in India. Both are enthusiastic gamers, with Genelia expressing her excitement about the game’s cultural connection, especially with Pikachu in a saree, which she mentioned is a favorite among her children.
This campaign demonstrates Niantic’s commitment to connecting with Indian audiences by blending technology, gaming, and cultural heritage in a way that resonates with local players.