Cornitos has launched a satirical advertising campaign for its Korean Chilli Nachos, developed in collaboration with The Crayons Network, positioning the brand against the growing sameness in Korean-flavour snack advertising in India. At a time when K-pop choreography, K-drama melodrama and stylised beauty cues dominate category communication, Cornitos has chosen a sharply contrasting creative route to cut through clutter.
The campaign deliberately avoids romanticised or aspirational portrayals of Korean pop culture. Instead, it draws from the visual and tonal language of high-intensity North Korean state broadcasts. The films feature a Supreme Leader and stern generals delivering dramatic speeches, which initially appear political or ideological in nature. English subtitles gradually reveal the twist: the intense proclamations are not about power or authority, but about nachos, chilli heat, crunch and flavour dominance.
Samir Datar, chief strategy officer, The Crayons Network, said, “When every brand starts borrowing from the same K-playbook, the codes stop meaning anything. This campaign is our commentary on that saturation. Instead of following the expected route, we chose humour and contrast to disrupt the sameness.”
The creative idea relies on restraint rather than exaggeration. The films avoid explicit punchlines or explanatory cues, allowing viewers to discover the humour through contrast and delayed revelation. This approach reflects a conscious decision to trust audience intelligence rather than over-signalling intent.
Manoj Jacob, ECD, The Crayons Network, explained the logic behind the creative direction, saying, “The contrast is intentional and unapologetically satirical. After all, North Korea is still, technically, Korea.” The line underlines the campaign’s willingness to stretch cultural boundaries while remaining anchored to the product’s Korean flavour positioning.
From a production standpoint, the films blend AI-generated imagery with public-domain footage to create scale and authenticity without inflating costs. This hybrid visual approach allows the campaign to achieve cinematic gravitas while retaining tight control over tone and comic timing.
At a brand level, the campaign mirrors the product proposition. Cornitos Korean Chilli Nachos are positioned as bold, fiery and unapologetic in taste, aimed at consumers who actively seek intense flavours and global inspirations.
Manoj Singh, head of marketing, Cornitos, said, “Korean Chilli Nachos are bold, fiery, and full of character. The campaign reflects that same confidence. We wanted to stand apart, not blend in, and create communication that is as impactful as the product itself.”
The films conclude with the line ‘Undiplomatically Delicious’, which functions as both a payoff to the satire and a concise articulation of the brand’s irreverent stance. Rather than chasing cultural trends head-on, Cornitos uses parody to critique category conventions while reinforcing its own challenger mindset.