Mumbai: Britannia Pure Magic Choco Frames is casting a spell of innovation and nostalgia this year by transforming a traditional print ad into a magical gateway to Harry Potter’s birthday celebration. In collaboration with immersive technology firm Xtendr, Britannia has launched a mixed-reality print experience—giving fans across the country an exclusive, interactive invite to the wizarding world’s most awaited birthday party.
The celebratory initiative allows users to scan a QR code on the print ad, instantly transporting them into a digitally crafted, multi-dimensional world. From there, fans are invited to explore several themed zones—‘Play the Frame Hunt’ contest, a photo op area, and the main event: a live, real-time virtual birthday celebration for Harry Potter. Designed using Spatial Computing, Particle Systems, and a SLAM engine, the experience runs seamlessly on any mobile browser—no apps required.
Siddharth Gupta, General Manager – Marketing, Britannia Industries, said, “Harry Potter holds a special place in the hearts of fans across generations, much like Britannia does in Indian homes. We’ve all grown up watching Harry Potter movies and celebrating its important milestones, like Harry Potter’s birthday. With Pure Magic Choco Frames, we’re bringing those memories alive in a way that’s immersive, interactive, and unforgettable. Fans will be able to experience Harry’s birthday party live, from right where they are. It’s another first from Britannia, and a beautiful fusion of nostalgia and innovation for fans who still believe in a little everyday magic.”
Fans entering early in the day also receive WhatsApp reminders to ensure they don’t miss the live virtual party in the evening. The digital realm features floating birthday décor, spellbinding visual elements, and interactive touchpoints—blurring the lines between reality and fantasy.
Anurag Sachdeva, Founder & CEO, Xtendr, added, “At Xtendr, we see the world as a Phygital playground—where immersive storytelling meets technology. Using Spatial Computing and AI, we craft hand-stitched brand experiences that live across realities. With Britannia and the iconic Harry Potter franchise, we are proud to bring fans a first-of-its-kind celebration of Harry’s Birthday right into their own living spaces that is walkable and an industry first ‘live streaming built into the Spatial experience.’ We leveraged particle systems and real-world physics to recreate this magic in the next dimension.”
This interactive celebration builds on the success of Pure Magic Choco Frames, launched earlier this year. Each biscuit in the pack is designed with Harry Potter’s universe in mind, showcasing emblems from Hogwarts’ four legendary houses—Gryffindor, Slytherin, Ravenclaw, and Hufflepuff—offering fans a delicious trip down memory lane.
