Toyota Kirloskar Motor partners with Animation Express to connect with Gen Z audiences through anime, J-pop, cosplay culture and experiential vehicle showcases across India
New Delhi: Toyota Kirloskar Motor has announced a new partnership with Animation Express for the Anime India 2026 series, marking the carmaker’s latest attempt to connect with India’s fast-growing community of anime fans, cosplayers, gamers and young pop-culture enthusiasts. In other words, Toyota is no longer just chasing mileage figures and resale value—it is now chasing Kakashi fans too.
The collaboration is designed to bring together anime culture, fan engagement and Toyota’s experiential showcases across multiple cities in India. The first chapter of this partnership will begin with the Anime India Delhi edition, scheduled to take place at Yashobhoomi, New Delhi, on June 6 and 7, 2026.
The Delhi edition is expected to be a major attraction for anime fans, with a J-pop concert by Japanese singer Yurika and the India debut of celebrated Japanese voice actor Inoue Kazuhiko, best known globally as the voice of Kakashi from Naruto. For many fans, that alone may be reason enough to queue up faster than people rushing for a limited-edition sneaker drop.
As part of the event, Toyota Kirloskar Motor will showcase three of its popular models—the Urban Cruiser Hyryder, Toyota Glanza and Urban Cruiser Taisor—at dedicated stalls inside the venue. The main Toyota booth, featuring the Urban Cruiser Hyryder, will include several visitor engagement activities such as spin-the-wheel, stamp rally and quiz competitions.
Adding a strong anime flavour to the display, all three Toyota vehicles will carry special wraps inspired by the globally popular anime series Attack on Titan. While the cars are unlikely to actually fight Titans, they are expected to draw plenty of camera attention from fans, creators and cosplay visitors.
Speaking about the partnership, Mr. Sabari Manohar, Executive Vice President, Sales-Service-Used Car Business, Toyota Kirloskar Motor, said, “Anime India offers a unique platform to connect with a highly passionate community that strongly identifies with creativity, self-expression and contemporary pop culture. As an innovative, new-age format, Anime India presents an exciting opportunity to engage meaningfully with the Gen Z audiences. Through this partnership, we aim to further position Toyota as an exciting brand that resonates with younger customers by creating engaging and culturally relevant experiences. With anime-inspired vehicle displays and interactive activities planned at the events, we look forward to connecting with anime fans across India while ensuring mass happiness for all.”
Anime India is regarded as one of the country’s leading ticketed anime conventions and has attracted more than 60,000 Gen Z attendees across its last two editions. The platform brings together licensed anime, manga, gaming, Japanese popular culture, cosplayers, creators and global industry participants under one roof.
For Toyota, the partnership signals a broader shift in brand engagement strategy. Instead of relying only on traditional automotive displays, the company is exploring cultural platforms where younger audiences spend their time, express their identity and build communities. With anime becoming increasingly mainstream in India, the move gives Toyota a fresh route to connect with future car buyers—many of whom may currently be more interested in Naruto hand signs than navigation systems.
Through this collaboration, Toyota Kirloskar Motor aims to strengthen its bond with young Indian audiences while giving its cars a more expressive, pop-culture-driven presence. And if a Hyryder wrapped in Attack on Titan artwork gets a few more Gen Z visitors to pause, click and ask about hybrid technology, Toyota may have found its own special jutsu.
