Britannia has taken its Jim Jam Marvel-themed special edition packs to consumers through a series of on-ground activations across outdoor, cinema and campus touchpoints.
The initiative builds on the brand’s collaboration with Marvel, aimed at translating the action and appeal of superheroes into everyday consumer moments. The activations were designed to drive engagement beyond packaging, creating interactive experiences across high-footfall locations.
As part of the campaign, Britannia rolled out high-impact OOH installations at the Western Express Highway—Bandra Reclamation at the ROB junction towards the Sea Link. Conceptualised and executed by Coral Media, the installations featured Marvel superheroes alongside Britannia Jim Jam, adding a visual, high-energy element to daily commutes.
The brand also extended the campaign into an interactive format at Miraj Maximum Cinemas, Gurgaon. The exit area was transformed into a Marvel-themed zone where consumers participated in the ‘No Twist Challenge’. The activity encouraged participants to 'fight' like their favourite superhero with one hand while enjoying Britannia Jim Jam with the other, with rewards including Marvel-themed merchandise.
Further expanding its reach, Britannia activated college campuses and workplaces across Mumbai, including Bhavan’s College, Jai Hind College, BSEL Tech Park and The Summit Business Bay. Participants engaged with the ‘No Twist Challenge’, reinforcing the campaign’s focus on fun, interactive brand experiences.
With this multi-touchpoint rollout, Britannia is amplifying its Jim Jam–Marvel collaboration through experiential formats that blend entertainment with everyday snacking occasions.
