Flaming up the snack aisle, PepsiCo India launched its TVC to celebrate the expansion of its Sizzlin’ Hot range to include Lay’s, Kurkure, and Doritos. The film highlights the heat-packed experience each product offers.
The Sizzlin’ Hot range taps into the deep affinity Indians have for chilli and offers a spicy sensation, tailored for each brand in PepsiCo’s salty snack portfolio. Following the success of Lay’s and Doritos Sizzlin’ Hot in India, Kurkure recently joined the fiery lineup, introducing its own Sizzlin’ Hot variant that infuses ‘chilli ka tadka’ with Kurkure’s crunch.
Lay’s
Kurkure
Doritos
The film portrays a whole spectrum of reactions from people snacking on the Sizzlin’ Hot range. From living rooms, to offices, and even public spaces, each moment captures responses to the spiciness. There are those seeking chilled water to others shedding tears – the sequence of humorous reactions reflects the surprise that awaits one when they the first bite of Sizzlin’ Hot.
Anshul Khanna, Vice President and Foods Category Head of India and South Asia, PepsiCo said, “Last year, we introduced one of our most successful global platforms, Sizzlin’ Hot in India and have witnessed an overwhelming response. As we approach the festive season, we’re thrilled to announce the expansion of the platform with localised flavours for the unique Indian spice palate across our beloved brands, including Lay’s Maxx, Kurkure, and Doritos Dinamita. The launch will be accompanied by a comprehensive 360-degree marketing campaign that is sure to get people to intrigued about the fiery range. We hope that consumers love this new range and continue to spice up their snacking occasions.”
“The Sizzlin’ Hot flavour is available in three formats – Kurkure, Lay’s and Doritos. No matter which one you pick up, the fiery taste is likely to make you react in unexpected ways. From fiery exclamations to bizarre sounds, the execution of the TVC brings together a gamut of expressions in a way that you can’t help but watch it again. Pretty much like the product, that you can’t help but eat another,” added Vikram Pandey, National Creative Director, Leo Burnett India.
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