Pepsico’s snacking brand Doritos recently launched a filter that lets people record reactions and decide how the brand’s new ad ends. As per the brand’s claims, the filter ‘Doritos BoldChoice’ ensures engagement in a disruptive way.
In the TVC, actor and brand ambassador Kartik Aryan plays the role of a college cricketer alongside actor Sanjana Sanghi, where Aryan is sharing his contact with Sanghi. The duo is interrupted by the bowler of the opposing team who mocks Aryan and says he is all talks but no game. Aryan then tells Sanghi to note the rest of the contact numbers from the scoreboard.
He proceeds to score runs in the order of his phone number. However, at the last ball of the over, a twist is added by the filter. Users can choose between ‘Play It Smart’- in which Aryan purposely lets the ball go. The other choice is ‘Follow the heart’ where he lets the ball hit the stumps on the last ball. In both cases, the bowler later realises that this way Aryan has actually shared his contact with the girl.
The brand roped in cricketers Ravindra Jadeja and Chris Gayle to further promote the campaign. It also roped in 3,000 influencers to showcase their preferred ending to their followers. The campaign has 16.8 million views on YouTube. The filter on Instagram which is an extension of the TVC recieved an engagement of over 18.4 million in the last past week.
Speaking to BuzzInContent.com about the purpose behind the campaign, Ankit Agarwal, Associate Director, Brand Marketing – PepsiCo India, said, “We believe that bold people make their own choices. We applied this insight to our #ForTheBold campaign and hence wanted to give our consumers the option to choose how our latest TVC ends. We also know that the Gen Z audience is increasingly relying on their smartphones for entertainment. Thus, to deepen our connection with this ‘bold’ Gen Z consumer, we harnessed the power of augmented reality and social media to create this first-ever Instagram filter ‘Doritos BoldChoice’, where our consumer decides what ending they want to see. We believe that the confluence of interactivity and content discovery through this unique filter will keep consumers engaged and bring alive Doritos’ proposition of ‘bold’ self-expression.”
The influencers apart from Kartik Aryan, Sanjana Sanghi, Chris Gayle and Ravindra Jadeja were chosen from different fields like lifestyle, sports, fashion, dance, music, and art.
Some Instagram posts of the influencers and celebrities:
According to Agarwal, Doritos as a brand believes in maintaining consumer engagements, reach and connect through micro and macro-influencers and campaigns. In 2020, the brand roped in close to 1k influencers for their #BlameItOnCruch campaign that emphasised that it was the brand with the crunchiest nacho.
“Gen Z or ‘Zoomers,’ is the first generation that has not known of a world without the Internet. For them, social media is at the centre of their world and considered not only as a platform for entertainment but also a vehicle for change. They are also ‘bold’ creators in their own right and emerging content trends on social media reflect how they embrace individuality and break free of stereotypes. As a brand, Doritos believes in igniting and championing bold self-expression. We have always had a finger on the pulse of this generation and have communicated with campaigns that catered to the beliefs of Gen Z,” Agarwal added.
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