Britannia Treat Creme Wafers has announced a collaboration with Sony YAY! to launch special edition packs inspired by the anime franchise Naruto. The initiative is being rolled out nationally from 4 February 2026 and is supported by a consumer campaign titled #TreatItJutsuItWinIt.
The collaboration marks one of the few instances of an Indian FMCG brand partnering with the Naruto franchise. The special edition packs draw from the series’ central theme of Jutsu, the techniques used by ninjas through specific hand signs.
The campaign film positions everyday moments of effort and composure as small personal victories, drawing a parallel with the discipline associated with ninjas in the Naruto universe. It reinforces the idea that everyday actions, whether large or small, deserve recognition with a Treat.
As part of the campaign, consumers can scan a QR code on the packs to access an augmented reality experience. The digital activation allows users to attempt Naruto-inspired Jutsu hand signs, with successful participation offering a chance to win official Naruto merchandise.
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."
The special edition packs are now available across retail outlets in India.
