National, 18 February 2026: From shields and hammers to claws and quick comebacks, Marvel Super Heroes are always in the middle of action. Bringing this high-energy world into your hands, Britannia Jim Jam announces the launch of its Marvel-themed special edition packs with designs inspired by epic storytelling and larger-than-life characters.
Launching across Britannia Jim Jam and Britannia Jim Jam Pops, the new range features fan-favourites Captain America, Thor, Iron Man, Deadpool and Wolverine. Each pack will appeal to Marvel fans using signature bold graphics and striking visual cues – from Captain America’s shield and Thor’s hammer to Iron Man’s suit, Deadpool’s twin katanas and Wolverine’s claws, each iconic element adds a fun twist to your snacking experience.
At the heart of the campaign launch is a simple, cheeky take: Super Heroes almost always have their hands full – ready to save the world. Easily enjoyed with one hand, Britannia Jim Jam are the ideal snack for any adventure.
This idea comes alive in a new ad featuring five Marvel cosplayers holding a fictional Super Hero press conference; they are then faced with an unexpected question from Jimmy and Jammy, which sparks a humourous realization – Super Heroes (even cosplayers!) rarely have a free hand to enjoy a snack! The moment sets up Britannia Jim Jam’s key proposition, showcasing that it can be enjoyed effortlessly with one hand.
Siddharth Gupta, Vice President – Marketing, Britannia Industries, said, “Our focus has always been on staying closely connected to culture and finding relevant ways to show up where consumer interest exists, especially among younger Gen-Z audiences who shape what is current and relevant today. Pop culture collaborations are one of the ways we bring this to life, with a focus on delivering connected experiences across multiple touchpoints. Our collaboration with Marvel stands out as a unique opportunity for us to translate this thinking into a cohesive brand experience for our consumers that remains rooted in the product.”
Taking this a notch higher is the No-twist challenge, where consumers can scan the special edition pack to unlock an interactive game where they step into the shoes of their favourite Super Heroes. Players take on enemies using one hand while enjoying Jim Jam with the other, mirroring the central idea of the campaign.
Each scan and play earns Jim Jam Coins, giving participants a chance to win special Marvel merchandise, along with the chance to win a trip to Hong Kong Disneyland*
So grab your pack and unlock the ultimate Super Hero battle with Britannia Jim Jam.
Steps to play the No-Twist Challenge
- Scan a Britannia Jim Jam or Jim Jam Pops
- Get battle ready
- Stand a chance to win Marvel-themed merchandise or a trip to Hong Kong Disneyland*
*T&C apply
About Britannia Industries
Britannia is a 100+ year-old company and a market leader in the bakery category in India, with an annual revenue of over Rs 173 billion. The company’s focus categories include Bakery and Dairy, with trusted and iconic brands such as Good Day, Marie Gold, Bourbon, Little Hearts, Milk Bikis, 50-50, Pure Magic, and NutriChoice, along with other key brands such as Toastea, Treat Croissant, and Britannia The Laughing Cow Cheese. Britannia products are available in over 80 countries, and the company manufactures its products in nearly 100 factories, directly reaching more than 30 lakh outlets, reaching over 150 million households in the country. The company’s vision is to be a responsible global total foods company and to delight consumers with delicious and wholesome snacks and beverages throughout the day.
For media inquiries, please contact:
Aarushi Maheshwari: media@britindia.com; aarushim@britindia.com
Chaitali Dave: chaitali.dave@dentsu.com
