Britannia to put Gen Z under Harry Potter spell with limited-edition Pure Magic

Taking a page from Professor Lupin’s book on the restorative powers of chocolate, the snack wizards at Britannia have partnered with Warner Bros. Discovery Global Consumer Products to unveil Britannia Pure Magic Choco Frames. These limited-edition Harry Potter biscuits are topped with chocolate that would make even Honeydukes proud.

“Harry Potter has such a universal appeal that even though it has been a decade since the last movie was released, it continues to be well-loved by Millenials who grew up with the franchise and Gen Z who are discovering it via streaming,” said Siddharth Gupta, General Manager - Marketing, Britannia Industries.

He further shared that each of the five biscuits in the limited-edition pack is a collectable featuring intricate designs of the four iconic houses: Gryffindor, Slytherin, Ravenclaw, and Hufflepuff. Additionally, two more designs featuring Harry Potter and the iconic Platform 9 ¾ have been released as rare treasures, adding to the novelty of the fan experience — and potentially gamifying it. 

Gupta added, “This strategic partnership is an attempt to bring the iconic legacy of Harry Potter together with Britannia’s expertise in crafting indulgent treats for everyone. It’s more than just a product; it’s an opportunity to create a memorable moment, that resonates with fans across generations.”

The Britannia Pure Magic Choco Frames are only available on Blinkit and Reliance stores across India. “We found these distribution channels to be the most relevant for younger Millenials and Gen Z, our target audience for the campaign,” Gupta explained.

The campaign targets a new generation of Harry Potter fans entering the magical world via streaming. The timing is particularly strategic, as JioCinema — the streaming service owned by JioStar, a joint venture between Reliance Industries, Viacom18 and Disney India — currently holds the streaming rights for the Harry Potter films in India. 

Unboxing videos featuring the limited-edition biscuit packs have already started cropping up online, the intensity of which is expected to level up once Britannia starts executing its 360-degree digital and social media campaign. It will extensively tap into social media pages and groups dedicated to Harry Potter and partner with relevant influencers to further the reach of this magical experience.