06 February 2006: In the world of ninjas, every move matters. A perfectly timed hand sign, a moment of deep focus, and a small win earned through effort define the journey of a hero. Drawing from this idea, Britannia Treat Creme Wafers has announced a collaboration with Sony YAY! for its global anime icon, Naruto. This partnership introduces special edition packs inspired by the Naruto universe, making Britannia one of the first FMCG brands in India to partner with the franchise.
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.”
Speaking 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."
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