-APS Noorpuri
Amritsar , 19 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.
