Britannia Industries is taking its popular Jim Jam biscuits beyond the pack and into real-world experiences, as it rolls out a series of high-energy, Marvel-inspired on-ground activations across cities.
Building on its special edition Marvel-themed Jim Jam range, the brand has introduced immersive consumer touchpoints designed to bring the action and excitement of Super Heroes into everyday moments.
To capture attention at scale, Britannia set up high-impact outdoor installations along Mumbai’s Western Express Highway at the Bandra Reclamation ROB junction. Conceptualised and executed by Coral Media, the OOH displays featured iconic Marvel Super Heroes alongside Jim Jam, transforming routine commutes into visually engaging experiences.
Taking the engagement a step further, Britannia introduced an interactive experience at Miraj Maximum Cinemas in Gurgaon. The often-overlooked exit area was transformed into a Marvel-themed zone where consumers could participate in the ‘No Twist Challenge.’
The activity invited participants to “fight” like their favourite Super Hero with one hand while enjoying Jim Jam with the other adding a playful, physical twist to brand interaction. Winners walked away with Marvel-themed merchandise, blending entertainment with rewards.
Expanding the campaign’s footprint, Britannia brought the Marvel-themed experience to colleges and workplaces across Mumbai, including Bhavan’s College, Jai Hind College, BSEL Tech Park, and The Summit Business Bay.
Here too, participants engaged in the No Twist Challenge, turning everyday campus and office spaces into lively zones of competition and fun, while reinforcing the product’s playful identity.
For those who missed the on-ground buzz, Britannia has ensured the experience continues through its product packs. Consumers can scan Jim Jam or Jim Jam Pops packs to access the No Twist Challenge digitally, with chances to win Marvel-themed merchandise and even a trip to Hong Kong Disneyland.
