Britannia Industries has expanded its Jim Jam Marvel-themed campaign through a series of on-ground activations, translating its special edition product range into interactive consumer experiences. The initiative focuses on driving engagement by combining pop culture with experiential marketing across outdoor, cinema and campus environments.
To amplify visibility, high-impact OOH installations were set up along the Western Express Highway at Bandra Reclamation, near the ROB junction towards the Sealink in Mumbai. Conceptualised and executed by Coral Media, the installations featured Marvel Super Heroes alongside Britannia Jim Jam packs, integrating brand imagery with familiar commuter touchpoints to create recall during daily transit.
The campaign extended into an interactive format at Miraj Maximum Cinemas in Gurgaon, where the exit area was converted into a Marvel-themed engagement zone. This activation centred on the ‘No Twist Challenge’, designed to gamify product interaction. Participants were invited to mimic superhero-style action using one hand while consuming the biscuit with the other, linking physical activity with product usage. The experience was structured to reward participants with Marvel-themed merchandise, reinforcing brand association through tangible takeaways.
Further extending the campaign’s reach, Britannia activated the ‘No Twist Challenge’ across colleges and workplaces in Mumbai, including Bhavan’s College, Jai Hind College, BSEL Tech Park and The Summit Business Bay. These locations were transformed into themed zones, enabling direct engagement with students and working professionals. The activations were designed to embed the campaign within everyday social environments, encouraging participation through peer interaction and shared experiences.
The campaign also integrates a digital layer, where consumers can scan Britannia Jim Jam or Jim Jam Pops packs to access the challenge. This mechanic connects physical product purchase with interactive gameplay, offering incentives such as Marvel-themed merchandise and a trip to Hong Kong Disneyland. The integration of offline and digital touchpoints reflects a hybrid engagement strategy aimed at sustaining consumer interest beyond initial exposure.
Through these activations, Britannia leverages the cultural appeal of Marvel Super Heroes to reposition Jim Jam within a more playful and experiential context. The campaign moves beyond traditional advertising by creating immersive brand moments that encourage participation, social sharing and repeat engagement.
By combining OOH visibility, on-ground interaction and digital gamification, the brand builds a multi-layered consumer journey. The approach aligns with broader trends in FMCG marketing, where experiential formats are increasingly used to drive deeper brand recall and affinity, particularly among younger audiences.
With this initiative, Britannia reinforces its focus on innovation in consumer engagement, using entertainment-led experiences to extend the reach and impact of its product-led campaigns.
