Mumbai: Toyota Kirloskar Motor (TKM) used a decidedly unconventional showroom at Anime India 2026 in Mumbai, displaying anime-themed versions of the Urban Cruiser Hyryder, Toyota Glanza and Urban Cruiser Taisor as more than 45,000 anime enthusiasts, gamers, cosplayers and creators attended the three-day event.
Organised in partnership with Animation Express, the Mumbai edition of Anime India 2026 was held from August 28 to 30 at the NESCO Exhibition Centre.
Toyota displayed the three vehicles with specially designed wraps inspired by Attack on Titan, turning the cars into some of the more unusual attractions at a convention otherwise filled with anime characters, gaming zones and elaborate cosplay.
The automaker’s booth also featured audience-engagement activities including a spin-the-wheel game, stamp rally and quiz competition.
The participation reflects Toyota Kirloskar Motor’s effort to engage Gen Z and younger millennial consumers through entertainment and pop-culture platforms rather than relying solely on conventional automotive showcases. Cars, it appears, can occasionally share the spotlight with Titans and ninjas without causing too much traffic.
Anime India has emerged as a major gathering for anime and Japanese pop-culture enthusiasts in India. According to the organisers, the convention has attracted more than one lakh Gen Z attendees across its previous three editions.
The platform brings together audiences interested in licensed anime, manga, gaming and Japanese popular culture, as well as cosplayers, creators, exhibitors and international industry participants.
Naruto Director Hayato Date Among International Guests
The Mumbai edition featured several international guests, including Hayato Date, the director of Naruto, and Japanese singer ASCA, known for performing theme songs associated with Sword Art Online and Fate/Apocrypha.
Other guests included Luna Gaomi, Yura Akari and J-Pop duo Mofmofmo.
Anime India 2026 also featured dedicated zones inspired by popular franchises including Demon Slayer, Naruto, Jujutsu Kaisen and Doraemon, along with a Pokémon Champions booth.
Japanese cultural experiences, cosplay events and anime competitions were also part of the programme, while more than 100 exhibitors participated in the convention.
For Toyota, the Mumbai event offered access to a demographic that automakers increasingly want to understand and engage with as younger consumers begin influencing vehicle purchases and brand perceptions.
While an anime wrap is unlikely to become a standard dealership option anytime soon, Toyota’s presence at Anime India underlines a broader shift in automotive marketing — with manufacturers increasingly looking beyond traditional motor shows and advertising campaigns to meet younger audiences in the cultural spaces they already occupy.
