Mumbai: KP Snacks has rolled out a new multi-channel campaign, “Pop up your afternoon,” for its brand popchips, in partnership with Capital. The campaign will run until mid-May across radio, digital, and social platforms, aiming to position popchips as a go-to afternoon snack.
At the heart of the campaign is a series of four high-energy audio ads voiced by UK pop star and brand ambassador Tom Grennan. Airing during peak afternoon hours, the ads highlight the product’s bold flavours and crunch, targeting consumers during key snacking moments.
The campaign also includes monthly listener competitions offering a range of music and travel experiences. Prizes include a “Popstar Weekend” with concert tickets and a luxury hotel stay, an international nightlife experience in Madrid, as well as curated trips to Prague and Malta, blending music, travel, and lifestyle engagement.
Extending the campaign’s digital footprint, a “Chip Chat” video series features Capital presenter Will Manning alongside singer-songwriter Mimi Webb. The content adopts a spontaneous, personality-led format to amplify the brand’s fun and relatable image across social media.
Priyanca Masrani, Brand Manager at popchips says, “We’re delighted to be partnering with Capital to bring the popchips brand to life in a new and exciting way. Afternoon snacking is a key occasion where popchips thrives and our latest campaign has been designed to put the brand front of mind exactly when listeners are craving a delicious and satisfying snack. With music at the heart of our brand, from our Tom Grennan ambassadorship for a second year in a row, this collaboration with Capital is the perfect next step in making the everyday pop.”
