Britannia Treat Creme Wafers has partnered with Sony YAY! to introduce special edition packs inspired by the globally popular anime franchise Naruto, marking one of the first collaborations between an FMCG brand in India and the iconic series. The launch is accompanied by the #TreatItJutsuItWinIt campaign, designed to celebrate everyday victories through a Jutsu-inspired consumer engagement experience.
Siddharth Gupta, General Manager – Marketing, Britannia, said the collaboration aims to tap into the growing popularity of anime among young consumers while offering fans an immersive, gamified experience connected to the Naruto universe. Sujoy Roy Bardhan, Head – Marketing, OAP and Licensing & Merchandising at Sony YAY!, noted that anime franchises such as Naruto have developed strong, multi-generational fan bases in India, making brand partnerships increasingly relevant. Conceptualised by Schbang, the campaign highlights the importance of resilience and small achievements in everyday life. Consumers can scan a QR code on the packs to access an AR-based challenge where they perform iconic Jutsu hand signs for a chance to win exclusive Naruto merchandise.
In Siliguri, retailers expect the special edition packs to see strong demand among teenagers and young adults, with anime-themed packaging and interactive digital experiences likely to boost impulse purchases and enhance product visibility across confectionery retail outlets.
