Kolkata: In the world of ninjas, every move matters — from a perfectly timed hand sign to moments of deep focus that lead to small but meaningful victories. Drawing inspiration from this philosophy, Britannia Treat Creme Wafers has announced a landmark collaboration with Sony YAY! to bring the globally celebrated anime icon Naruto to Indian consumers.
With this partnership, Britannia becomes one of the first FMCG brands in India to collaborate with the iconic Naruto franchise, launching special edition packs inspired by the Naruto universe.
Naruto, a global cultural phenomenon, follows the journey of Naruto Uzumaki, a determined young ninja striving to become the Hokage — the leader of his village. At the core of the series lies the concept of Jutsu, powerful ninja techniques activated through precise hand signs, symbolising discipline, focus, and perseverance.
At the heart of this launch is the #TreatItJutsuItWinIt campaign, conceptualised by Schbang. The campaign draws a compelling parallel between the resilience of ninjas and everyday life, celebrating individuals who stay composed and push through moments of fear and uncertainty. It reinforces the belief that every small victory deserves a Treat, encouraging consumers to unleash their inner Naruto and find strength in meaningful daily actions.
Adding to the excitement is an interactive digital experience crafted especially for anime fans. By scanning a QR code on the special-edition packs, consumers can unlock an AR-based challenge where they perform iconic Jutsu hand signs. Successfully completing the challenge gives participants a chance to win exclusive Naruto merchandise.
Speaking on 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 loved franchises in this space. Through this special collaboration, we are excited to bring the Naruto universe closer to our consumers. The gamified and immersive experience reflects our commitment to creating culturally relevant and innovative engagements.”
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 like this allow brands to tap into that momentum and connect with audiences in meaningful, experiential ways.”
Sharing creative insights, Dipshika Ravi, National Creative Director, Schbang, added:
“The ‘#TreatItJutsuItWinIt’ campaign positions Britannia Treat Creme Wafers as a brand that celebrates both big achievements and the small wins that define our daily lives. This partnership with Naruto strengthens the brand’s presence in moments that truly matter — one earned treat at a time.”
The special edition Britannia Treat Creme Wafers – Naruto packs are now available at retail outlets across India. From moments of quiet cleverness to acts of everyday bravery, every small deed is a chance to Jutsu it and enjoy a Treat.
How to Participate:
- 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*
Terms & Conditions apply.
