KitKat India has partnered with One Piece for a new campaign that brings anime-inspired storytelling into its packaging and marketing.
The collaboration features character-led designs on KITKAT packs, aimed at engaging India’s growing anime fanbase. The campaign is supported by a digital-first film along with social media content to amplify reach and engagement.
The rollout spans platforms such as YouTube and Meta, complemented by outdoor media and social-led activations to connect with younger, digitally active audiences.
According to Gopichandar Jagatheesan, Head, Confectionery Business, Nestlé India, the campaign builds on KITKAT’s long-standing “break” positioning by integrating it with the immersive world of anime, making the brand experience more engaging for consumers.
The initiative reflects a broader trend of brands leveraging pop culture and anime collaborations to drive deeper audience connection and relevance in India’s evolving content landscape.
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