Doritos: Sizzlin' hot

Doritos, a snack brand, launched a TV ad featuring Indian actor Kartik Aaryan during the India-Bangladesh T20 cricket series to build awareness of its new flavour, Sizzlin' hot, and gain market share.

Campaign details

Brand: PepsiCo India Pvt. Ltd.Agency: Leo Burnett IndiaRegion: APAC

Strategy

Objective

Since this was a launch campaign, our main objective was to build awareness, gain market share and build on spice flavour.

Target Audience

This was our first year of the campaign. While we had everything Indians love – a hot celebrity and an even hotter chip – so did every other category player. Celebrities and influencers endorsing spicy snacks on taste codes are neither new nor special in the country. Brands leveraging spice through physical manifestations like tears and sweat and families bonding over...

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