Mumbai: Britannia Treat Creme Wafers has announced a collaboration with Sony YAY! to bring the global anime phenomenon Naruto to Indian consumers through special edition packs. With this association, Britannia becomes one of the first FMCG brands in India to partner with the iconic franchise, tapping into the growing cultural influence of anime among young audiences.
Naruto, which follows the journey of Naruto Uzumaki and his dream of becoming Hokage, has evolved into a global cultural phenomenon. Central to the series is the concept of Jutsu—mystical ninja techniques performed through precise hand signs, symbolising focus, discipline, and perseverance. Drawing inspiration from this philosophy, the collaboration celebrates everyday resilience and small victories.
Anchoring the launch is the #TreatItJutsuItWinIt campaign, conceptualised by Schbang. The campaign draws parallels between the discipline of a ninja and everyday moments of courage and determination. The film highlights how staying composed and pushing through fear and uncertainty defines real-life heroes, reinforcing the idea that every small win deserves a Treat.
The collaboration also introduces an interactive, gamified digital experience for fans. Consumers can scan a QR code on the special-edition packs to unlock an AR-based challenge that invites them to perform iconic Jutsu hand signs. Participants who successfully complete the challenge stand a chance to win exclusive Naruto merchandise.
Speaking about the collaboration, Siddharth Gupta, General Manager – Marketing, Britannia, said, “Anime has emerged as a strong cultural influence among young consumers in India, and Naruto is one of the most recognised and loved franchises within this space. We are pleased to bring the world of Naruto to our consumers through this special collaboration. This association provides an immersive experience, allowing fans to interact with the Naruto universe in a gamified format. At Britannia, we continue to explore innovative ways of engagement that build meaningful and culturally relevant connections with our consumers.”
Commenting on the association, Sujoy Roy Bardhan, Head – Marketing, OAP and Licensing & Merchandising, Sony YAY!, said, “Anime has evolved into a mainstream cultural force in India, with franchises like Naruto building deep, multi-generational fandoms. Collaborations such as this allow brands to tap into that cultural momentum and engage new audiences in meaningful ways that are also experiential.”
Speaking about the campaign, Dipshika Ravi, National Creative Director, Schbang, shared, “The ‘#TreatItJutsuItWinIt’ campaign establishes Britannia Treat Creme Wafers as a brand that recognizes both big wins and the small victories that shape our daily lives. Through this partnership with Naruto, Britannia Treat reinforces its presence in the moments that matter, one earned treat at a time.”
The special edition Naruto packs of Britannia Treat Creme Wafers are now available across retail outlets nationwide. The campaign encourages consumers to celebrate everyday wins by unlocking their inner ninja—Jutsu it and enjoy a Treat.
How to participate in the challenge:
- Scan the QR code on the special-edition Britannia Treat Creme Wafers pack
- Activate the AR experience and follow the prompts to perform iconic Jutsu hand signs
- Complete the challenge to stand a chance to win exclusive Naruto merchandise*
