Doritos creates bites that pop with explosive flavor

Doritos has rolled out a campaign ‘Har Bite Mein Blast', (the blast in every bite), to highlight its new launch – Dinamita. 

Conceptualised by Leo Burnett, the film follows a group of campers stranded in a remote location, awaiting rescue for over two days without attracting the attention of a hovering chopper. During this tense situation, the youngest member of the group discovers the last packet of Doritos Dinamita in his backpack. Observing the dynamite shape and explosive flavor of the chips, he has a brilliant idea. He crunches on a chip, creating an explosion that redirects the chopper to their campsite, ultimately saving them all.

Pranshu Sahni, category lead, Doritos, PepsiCo India, said, “At Doritos, we have always our consumers 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 (Spiky), 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." 

CREDITS: 

Client: Doritos

Agency: Leo Burnett 

CEO and chief strategy officer – South Asia: Dheeraj Sinha 

CEO and chief creative officer – South Asia: Raj Deepak Das 

President-North: Samir Gangahar

National creative director: Vikram Pandey 

Executive creative director: Saarthak Dutt 

Creative directors: Hardik Trivedi and Atin Ahluwalia

Associate creative director: Syed Imran Imamuddin  

Senior copywriter: Sneha Rajpurohit 

Art director: Bikash Patra  

Vice president: Neha Kapoor 

Brand services partner: Uday Lalotra 

Senior brand services associate: Shriya Sachdeva  

Senior vice president: Noor Samra

Brand strategy director: Shailja Dhoundiyal 

Production house: The Pack

Director: Vivek Kakkar