Britannia Treat Creme Wafers has partnered with Sony YAY! to launch special edition packs featuring the globally popular anime franchise Naruto, marking one of the first major FMCG–anime collaborations in India. The association taps into anime’s growing cultural relevance among young Indian consumers and fandom-driven communities.
Naruto, which chronicles the journey of Naruto Uzumaki and his aspiration to become Hokage, has evolved into a global cultural icon. At the heart of the series is the concept of Jutsu-ninja techniques symbolizing focus, discipline and perseverance. Drawing from this philosophy, the collaboration celebrates everyday resilience, determination and small personal victories.
The launch is anchored by the digital-first campaign #TreatItJutsuItWinIt, conceptualized by Schbang. The campaign draws parallels between the mental discipline of a ninja and real-life moments that require courage and composure. It reinforces the idea that even small wins deserve to be celebrated-with a Treat.
Beyond packaging, the collaboration introduces a gamified digital experience. Consumers can scan a QR code on the special-edition packs to access an AR-based challenge that invites them to perform iconic Jutsu hand signs. Participants who complete the challenge stand a chance to win exclusive Naruto merchandise, adding an interactive layer to the brand experience.
Commenting on the partnership, Siddharth Gupta, General Manager – Marketing, Britannia, said anime has emerged as a strong cultural influence among India’s youth, with Naruto being one of the most recognised franchises. He added that the collaboration allows Britannia to engage fans through immersive and culturally relevant experiences.
Sujoy Roy Bardhan, Head – Marketing and Licensing at Sony YAY!, noted that anime has become mainstream in India, and collaborations like this help brands connect meaningfully with multi-generational fandoms.
The special edition Britannia Treat Creme Wafers packs are now available across retail outlets nationwide, encouraging consumers to unlock their inner ninja and celebrate everyday wins.
