Summary
- Campaign: Doritos ka CRUNCHnama
- Product: Doritos Chips
- Target Audience: Youth in India
- Goal: Position Doritos as a fun and youthful snack brand
- Key Element: Humorous and socially conscious message
A Crunchy Solution to a Cluttered Beach
Doritos launched a unique and humorous campaign featuring Bollywood actor Kartik Aaryan to promote clean beaches and responsible disposal of waste.
The campaign, titled “Doritos ka CRUNCHnama,” showcased Kartik Aaryan enjoying a bag of Doritos on a beach. Not all people on the beach would throw the trash in dustbin so… Kartik thought of an innovative approach, whenever someone threw trash into a nearby dustbin, he would eat a crunchy Doritos chips to mimic the sound of the trash hitting the bin. People think the dustbin is crunching and get excited and start picking the garbage around and throw it in the dustbin to listen to the sound again.
Trash got clean, in the process so did the packet of Doritos.
The campaign’s humorous tone and Kartik Aaryan’s charismatic performance made it a instant hit. It successfully conveyed the message of environmental responsibility while highlighting the brand’s fun and youthful image.
