National, 5th February 2026: In the world of ninjas, every move matters. A perfectly timed hand sign, a moment of deep focus, and a small win earned through effort define the journey of a hero. Drawing from this idea, Britannia Treat Creme Wafers has announced a collaboration with Sony YAY! for its global anime icon, Naruto. This partnership introduces special edition packs inspired by the Naruto universe, making Britannia one of the first FMCG brands in India to partner with the franchise.
Naruto is a global cultural phenomenon that chronicles the journey of Naruto Uzumaki, a relentless spirit who dreams of becoming the Hokage, the leader of his village. Central to the series’ action is the concept of Jutsu, mystical arts or techniques used by ninjas. These techniques are initiated by performing precise sequences of classic ninja hand signs, a process that requires both skill and dedication.
At the heart of this launch is the #TreatItJutsuItWinIt campaign, conceptualised by Schbang. The campaign draws parallels between the discipline of a ninja and everyday resilience. The film highlights how those who stay composed and push through moments of fear and uncertainty are the real ninjas in everyday life. It establishes the belief that every little good deed deserves a Treat. By encouraging consumers to unleash their inner Naruto, the campaign celebrates the strength found in small, meaningful actions.
The campaign also features an interactive digital experience designed for anime fans. By scanning a QR code on the special-edition packs, consumers can access an AR-based challenge where they are invited to perform iconic Jutsu hand signs. Successfully completing the sequences allows participants to stand a chance to win exclusive 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 Naruto packs are now available at retail outlets across the country. Whether it is a quiet act of cleverness or a moment of bravery, every small deed is an opportunity to Jutsu it and enjoy a Treat. Grab your pack, perform your Jutsu, and celebrate your wins.
How to participate in the challenge:
- 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*
*T&C Applied
