Mumbai: From shields and hammers to claws and quick comebacks, Marvel Super Heroes are always in the middle of action. To bring this action to everyday moments, Britannia is extending and bringing alive its Jim Jam Marvel-themed special edition packs through fun activations.

As part of the activation, high-impact OOH installations were set up at the Western Express Highway - Bandra Reclamation at ROB junction going towards Sealink. Conceptualised and executed by Coral Media, the installations featured Marvel Super Heroes alongside Britannia Jim Jam, adding a fun element to everyday commutes. In addition, Britannia extended this experience into an interactive format at Miraj Maximum Cinemas, Gurgaon. The exit area, typically underutilised, was transformed into a Marvel-themed zone where consumers engaged with the 'No Twist Challenge.' Consumers got an opportunity to fight like their favourite Super Hero with one hand and enjoy Britannia Jim Jam with the other.

Participants won rewards, including merchandise featuring Marvel Super Heroes. Building on the momentum further, Britannia also transformed colleges and work places into Marvel Themed zones. The activation took place across Mumbai at Bhavan's College, Jai Hind College, BSEL Tech Park, and The Summit Business Bay. The participants took on the No Twist Challenge while enjoying Britannia Jim Jam. Consumers can grab their pack and unlock the 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.