India – Britannia Treat Creme Wafers has announced a collaboration with Sony YAY! to launch special edition packs inspired by the global anime series ‘Naruto’. The move makes Britannia one of the first FMCG brands in India to partner with the franchise.
The launch is accompanied by the #TreatItJutsuItWinIt campaign, conceptualised by Schbang. The campaign also draws parallels between the discipline of a ninja and everyday resilience, emphasising that those who remain composed and push through fear or uncertainty are the “real ninjas” in daily life. It promotes the idea that every small act of effort or kindness deserves a treat.
Central to the ‘Naruto’ series is the concept of Jutsu, a mystical technique performed through precise sequences of ninja hand signs, which require both skill and dedication.
Through the campaign, consumers are encouraged to “unleash their inner Naruto”, celebrating the strength found in small, meaningful actions.
Most recently, Britannia has also celebrated ‘National Croissant Day’ on the streets by bringing on-ground participation featuring a life-sized cut-out of the Britannia Treat Croissant.
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