Nestlé taps India’s growing anime fandom with digital-first campaign and on-pack collaboration
As anime rapidly gains mainstream traction among India’s youth, brands are increasingly tapping into the trend to deepen cultural relevance. In line with this shift, Kitkat India has partnered with globally popular anime One Piece to launch a themed collaboration aimed at engaging the country’s expanding fanbase.
The campaign brings iconic One Piece characters onto Kitkat packaging, celebrating their distinct personalities while enhancing the brand’s long-standing “break” proposition with a pop culture twist.
Commenting on the initiative, Gopichandar Jagatheesan, Head of the Confectionery Business at Nestlé India, said anime is witnessing strong growth in India, making One Piece a natural fit for the brand’s evolving consumer engagement strategy.
The collaboration is being rolled out through a digital-first campaign, including a flagship film across YouTube and Meta platforms, supported by outdoor advertising and interactive social media activations.
Industry observers note that the move reflects a broader trend of FMCG brands leveraging global entertainment franchises to connect with younger, digitally engaged audiences, as anime culture continues to carve a strong niche in India’s pop culture landscape.
