Hyderabad: Popeyes India has onboarded Rashmika Mandanna as its brand ambassador and launched its first television campaign in South India, marking a key step in the brand’s expansion strategy in the country.
The campaign, titled ‘BORING vs BOLD’, is built around the idea of replacing conventional fried chicken choices with bold flavour experiences inspired by Popeyes’ Louisiana Cajun heritage. Anchored by the message ‘Boring Hatao. Bold Ko Laao.’, the campaign encourages consumers to opt for Popeyes’ distinctive, flavour-forward offerings.
South India, currently the brand’s largest market, serves as the launchpad for the campaign. Jubilant FoodWorks operates 48 Popeyes restaurants in the region, reinforcing its importance in the company’s growth roadmap.
The campaign features Rashmika Mandanna, whose strong youth connect and wide appeal are expected to enhance the brand’s cultural relevance and engagement with younger audiences. Her association aligns with Popeyes’ positioning as a bold and youthful brand.
Commenting on the campaign, Vibhor Gupta, Executive Vice President & Business Head of Popeyes India, said, “This campaign marks an important milestone in Popeyes India’s journey. As we continue to build the brand in India, our focus remains on clear differentiation rooted in bold flavours and a youthful vibe. The campaign reflects how consumers experience Popeyes today – bold in flavour, youthful in spirit, and unmistakably distinctive.”
Actress Rashmika Mandanna said, “I’ve always been someone who chooses what feels exciting and true to me, whether it’s the roles I take on or the little everyday decisions. I think that carries into food as well. I am happy to partner with Popeyes as their brand ambassador as it’s all about choosing bold over boring and enjoying flavours that really stand out.”
The campaign is being supported by a 360-degree media rollout across television and digital platforms in South India, with plans for phased national expansion in the coming months.
Globally, Popeyes is known for its Louisiana-style preparation methods, including hand-battered and hand-breaded chicken marinated for 12 hours in Cajun spices. Its menu in India includes the signature Chicken Sandwich, fried chicken, wings, boneless options, and a range of vegetarian offerings, all designed to deliver its signature bold flavour profile.
