Nacho chip brand Doritos launched Doritos Dinamita, a spicy rolled tortilla chip, and a fiery campaign to go with it. The chips have been introduced in two flavours – Fiery Lime and Chilli and Sizzlin’ Hot, which have been adapted and customised for the Indian palette.
The campaign has been conceptualised by Leo Burnett and the brand film has been directed by Vivek Kakkar.
The campaign film features snow clad mountains with forests of evergreens, and a bunch of lost campers that a rescue helicopter is trying to locate. When the rescue team fails to find the group, the youngest in the group has his ‘eureka’ moment as he rifles through his bag – a packet of Doritos Dinamita. He crunches on the chip and the flavour explosion that follows makes it easy for the group to be spotted and rescued.
Pranshu Sahni, Category Lead, Doritos, PepsiCo India, said, “At Doritos, we have always our consumer at the centre of our communication, connecting with them through our innovative products and bold storytelling. While the all-new Doritos Dinamita perfectly embodies the boldness of the consumer it’s designed for, we wanted to amplify its crunch with a compelling narrative. Through our film, we’ve not only highlighted the ‘explosive’ nature of the product, but also our strong believe in bold self-expression.”
Vikram Pandey, National Creative Director, Leo Burnett said, “New Doritos Dinamita is shaped like a dynamite and has a fiery taste, this gave rise to the idea of ‘Har Bite Mein Blast’. Our film dramatises this idea in the brand’s signature style of humour. The film will be followed up with an extensive integrated campaign that will play up the blast aspect of the product.”
AGENCY CREDITS:
Creative Agency – Leo Burnett
Dheeraj Sinha – CEO & Chief Strategy Officer–South Asia
Raj Deepak Das – CEO & Chief Creative Officer–South Asia
Samir Gangahar – President-North
Vikram Pandey – National Creative Director
Saarthak Dutt – Executive Creative Director
Atin Ahluwalia – Creative Director
Hardik Trivedi – Creative Director
Syed Imran Imamuddin – Associate Creative Director
Sneha Rajpurohit – Senior Copywriter
Bikash Patra – Art Director
Neha Kapoor – Vice President
Uday Lalotra – Brand Services Partner
Shriya Sachdeva – Senior Brand Services Associate
Noor Samra – Senior Vice President
Shailja Dhoundiyal – Brand Strategy Director
Production House – The Pack
Director – Vivek Kakkar
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