Crunchyroll x Demon slayer project

The Demon Slayer Gen Z Activations were designed as a high-impact experiential campaign in association with Crunchyroll, aimed at transforming passive anime viewership into active cultural participation among India’s Gen Z audience.

Rooted in the visual language, emotional depth, and narrative universe of Demon Slayer, the activation brought the anime world into physical spaces through immersive environments, interactive engagement zones, and fandom-driven experiences. The focus was not on conventional promotion, but on creating moments of identification, self-expression, and community for young anime enthusiasts.

Each touchpoint was crafted to resonate with Gen Z sensibilities. From visually striking installations and shareable digital interactions to participatory formats that encouraged exploration and storytelling, the activation allowed fans to engage with Demon Slayer beyond the screen. The experience celebrated anime not just as entertainment, but as a cultural identity and emotional anchor for a new generation.

By combining experiential design, youth culture insight, and official anime IP collaboration, the campaign strengthened Demon Slayer’s presence in India while positioning Crunchyroll as a platform that understands and nurtures fandom culture. The activation set a benchmark for anime-led experiential marketing in the Indian market, bridging global IP with local youth expression.