Britannia Pure Magic Choco Frames marked Harry Potter’s birthday in a way fans won’t forget. They transformed a print ad into a portal to a magical experience. In partnership with immersive tech company Xtendr, the brand transported readers of the print ad into a Harry Potter-themed destination that engaged them with live streaming videos and interactive treasure hunts.
The experience began with a QR code on Britannia’s print ad in The Times of India. Scanning it activated an AR-enabled website powered by 8th Wall that asked users to place a portal in their space. Doing so lets them enter into a Harry Potter-inspired virtual environment. Inside this walkable 3D world, users could virtually join a live-streamed birthday party, play a themed treasure hunt, and take selfies wearing a wizard’s hat. A dedicated “Pure Magic Zone” even allowed visitors to explore and shop the brand’s Choco Frames range.
For Britannia, the activation was about fusing memory and magic with innovation. “Harry Potter holds a special place in the hearts of fans across generations, much like Britannia does in Indian homes,” said Siddharth Gupta, General Manager, Marketing, Britannia Industries, in a post on MediaBrief. “With Pure Magic Choco Frames, we’re bringing those memories alive in a way that’s immersive, interactive, and unforgettable.” Xtendr’s CEO Anurag Sachdeva described the initiative as part of seeing the world as a “Phygital playground,” where storytelling and technology come together to create experiences across realities.
The campaign shows how a print ad can move beyond the static newsprint and into the spaces of the readers. By scanning a code, readers could step into Harry Potter’s birthday party, play games, take photos, and even shop for Pure Magic Choco Frames. It took a familiar IP and brand and used it to create something extraordinary, giving people a new way to celebrate a story they already love and discover the brand's products.