Campaign India Team
Sep 26, 2023

Doritos, Kurkure and Lay's turn up the heat

Watch the film conceptualised by Leo Burnett here

PepsiCo India has rolled out a new campaign that expands its 'sizzlin' hot' platform to each of the brands within its salty snack portfolio, including Lay's, Kurkure, and Doritos.
The ad film portrays a spectrum of reactions that unfold when people snack on the spicy
range, capturing their unfiltered, spontaneous responses to the fiery flavour while also showcasing the deep affinity Indians have for the 'chilli' sensation.
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 intrigued about the fiery range. We hope that consumers love this new range and continue to spice up their snacking occasions."
Vikram Pandey (Spiky), national creative director, Leo Burnett India, added,"The sizzlin’ hot flavour is available in 3 formats – Kurkure, Lays 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."
Creative agency – Leo Burnett India
CEO and chief creative officer, South Asia: Rajdeepak Das
CEO Leo Burnett South Asia: Dheeraj Sinha
National creative director – Vikram Pandey & Sachin Kamble 
President-North – Samir Gangahar
Executive vice president – Jaikrit Singh
Executive creative directors – Harsh Maheshwari, Saarthak Dutt & Shahnawaz Qadeer
Creative Team – Alisha Sharma & Shweta Bharti
Executive vice president- strategy & planning – Ankit Singh
Strategy Team – Ashish Mathew & Shailja Dhoundiyal
Vice president – Binay Mehra & Neha Kapoor 
Account management team – Kirti Sinha, Shubham Aggarwal & Uday Lalotra
Film Department – Sagar Bhanushali
Production house – Pack Films
Director – Vivek Kakkad
Producer ­– Leejude Dsouza
Campaign India

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