Doritos, the world’s number one Nacho Chip brand, is launching its latest ‘For The Bold’ campaign that celebrates the bold self-expression of today’s generation. Kicking off the campaign, Doritos has released a television commercial featuring brand ambassador and Bollywood heartthrob, Kartik Aaryan.
In the film, Kartik plays the role of a college cricketer, alongside model-actor Sanjana Sanghi; with whom Kartik is sharing his mobile number. The opponent team’s bowler interrupts their exchange, mocking Kartik for being ‘all talk and no game’. With a crunch of Doritos, Kartik tells Sanjana to take the rest of his number from the scoreboard. What follows is a blitz of sixes and fours, where Kartik smashes the bowler all around – giving the girl his mobile number. The commercial closes with the opponent regretting his challenge and Kartik basking in his boldness.
Speaking on the new campaign, Doritos brand ambassador Kartik Aaryan, said, “Doritos remains true to its bold and unconventional approach in every campaign, which makes it one of my favourite brands to work on. I was thrilled to don a sporty avatar that positively expresses and redefines what it means to be bold. And of course, any role that allows me to crunch on Doritos – be it onscreen or offscreen – is always welcome.”
Ankit Agarwal, Associate Director, Brand Marketing – PepsiCo India shares the brand’s inspiration for the campaign, “At Doritos, we believe that today’s generation exemplifies bold self-expression like no other, and we aim to put this attitude at the heart of everything that we do. This campaign not just epitomizes this belief, but is also fun, fresh, and larger than life. We are confident that this new campaign will connect with the audience and encourage them to express themselves, in their own bold ways.
Further discussing the campaign, Ritu Nakra, Senior Vice President, Wunderman Thompson, expresses that, “With the tooth-rattling loud crunch of Doritos, we salute the courageous personality of the bold tribe. As the tagline “For the Bold” suggests, Doritos enables you to be you. Bite into Doritos along with Kartik and hear the loud satisfying crunch of this intensely flavoured corn chip as you enjoy this new campaign from the brand.”
Not limited to a TVC, the Doritos campaign will continue with a robust 360-degree surround spanning multiple platforms and introduce a special initiative for the fans.
Creative Agency: Wunderman Thompson
WPP Lead: PepsiCo Foods, India: Ritu Nakra
Chief Creative Officer: Senthil Kumar
Executive Creative Director: Udayan Chakravarty
Strategy Leads: Atishi Pradhan & Arnab Datta Chaudhuri
Creative Directors: Sameer Kumar & Chetan Malvi
Copywriter: Aakash Aher
Film Department: Mandeep Singh
Account Management: Binay Mehra & Gunik Kaur Gambhir
Production House: The Pack
Director: Vivek Kakkad
Producer: Leejude Dsouza
Doritos, the world’s number one nacho brand, is present in over 55 countries globally. Doritos is targeted at Indian consumers in the 16-to-30-year age bracket, residing in urban and semi-urban centers. Doritos is available in three flavours: Nacho Cheese, Sweet Chili, and Masala Mayhem, and in five price points, at INR 10, INR 20, INR 30, INR 50 & INR 85. The product is available across India through a mix of large format retail chains, online channels, and neighborhood stores.
About PepsiCo India
PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 63 plants across foods and beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Doritos, Mountain Dew, Tropicana 100%, Gatorade, and Quaker. In less than two decades, the company has been able to organically grow eight brands, each of which generates Rs. 1000 crores or more in estimated annual retail sales and are household names, trusted across the country.
PepsiCo’s growth in India has been guided by our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. “Winning with Purpose” reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business.
For more information, visit www.pepsico.com.
Preety Chaudhary/New Delhi/Updated on Dec 23,2021