Britannia powers Marvel-themed ‘Jim Jam’ packs in new pop culture push

India — Britannia Industries has launched a Marvel-themed special edition range for its ‘Jim Jam’ biscuit line, featuring packaging inspired by popular superheroes.

The new packs include designs based on characters such as Captain America, Thor, Iron Man, Deadpool, and Wolverine. The designs also incorporate visual elements associated with each character, including Captain America’s shield, Thor’s hammer, Iron Man’s suit, Deadpool’s twin katanas, and Wolverine’s claws.

The launch is supported by a television commercial depicting five Marvel cosplayers at a fictional superhero press conference. In the advert, the characters are posed with an unexpected question from Jimmy and Jammy, leading to the realisation that Super Heroes often do not have a free hand to enjoy a snack. The campaign highlights the product’s positioning as a snack that can be consumed with one hand.

Siddharth Gupta, vice president for marketing, Britannia Industries, said, “Our focus has always been on staying closely connected to culture and finding relevant ways to show up where consumer interest exists, especially among younger Gen-Z audiences who shape what is current and relevant today.”

Siddharth added, “Pop culture collaborations are one of the ways we bring this to life, with a focus on delivering connected experiences across multiple touchpoints. Our collaboration with Marvel stands out as a unique opportunity for us to translate this thinking into a cohesive brand experience for our consumers that remains rooted in the product.”

In addition, consumers can scan the special-edition packs to access the ‘No-twist’ Challenge, an interactive game in which players take on enemies with one hand while holding the snack with the other. Participants can also earn Jim Jam Coins for each scan and play, with prizes including Marvel-themed merchandise and an overseas trip.