Creative Brand Strategy Doritos

Doritos launches brand campaign in India via its first-ever Instagram filter


By Amit Bapna | Editor-at-large

March 2, 2022 | 7 min read

Doritos, the leading snack brand from the PepsiCo portfolio, has launched a first-of-its-kind Instagram filter, ‘Doritos BoldChoice,’ with brand ambassador actor Kartik Aaryan. In a first-ever deployment of the digital medium in such a way, the audience gets to watch the latest Doritos TVC, record their reaction and choose their ‘bold’ ending.

Doritos launches a first-ever Instagram filter to appeal to GenZ

Doritos has launched its first-ever Instagram filter to appeal to gen z

The innovative filter was launched by Aaryan, who challenged cricketers Ravindra Jadeja and Chris Gayle to make their ‘bold’ choice, along with his fans and followers.

Reels launch


The insight behind this unique launch

Ankit Agarwal, associate director, brand marketing – PepsiCo India, said: “With the launch of the ‘Doritos BoldChoice’ filter, Doritos is disrupting the ad world by harnessing the power of augmented reality (AR) and social media to enable users to choose how the story unfolds.”

He added: “This confluence of interactivity and content discovery through this unique filter will keep consumers engaged and bring alive the proposition of bold self expression.”

After all, gen Z audiences are increasingly relying on their smartphones for entertainment, primarily for watching videos. With this launch, the brand aims at enhancing its digital engagement with its audience on smaller screens and increasing its stickiness.

Fitting the filter in the narrative

In the latest Doritos TVC, Aaryan plays the role of a college cricketer, alongside model-actor Sanjana Sanghi, with whom he is sharing his mobile number. While doing so, the opposing team’s bowler interrupts their exchange, mocking Aaryan for being ‘all talk and no game.’ Aaryan tells Sanghi to take the rest of his phone number from the scoreboard and proceeds to hit the bowler for fours and sixes in the first five balls.

This is where the ‘Doritos BoldChoice’ filter adds the twist in the tale, giving consumers the power to decide whether Aaryan should lead with his head or his heart for the last ball of the over.

By a simple head-tilt to the left or the right, users can either ‘Play It Smart,’ wherein Aaryan leaves the sixth ball on purpose, much to the surprise of the bowler, who later realizes that the smart batsman has ‘boldly’ shared his number with the girl. Or they can ‘Follow The Heart,’ wherein Aaryan lets the ball hit the stumps on the last ball, sending the bowler into a tailspin. Even as the bowler is rejoicing his short-lived victory, he realizes that he has been played and that Aaryan has shared his number with the girl.

Extending the challenge

Doritos is also engaging with over 3000 influencers to make their ‘bold’ choice from the different endings.

Keeping with the flavor of cricket, Aaryan challenged the two cricket icons ‌Jadeja and Gayle to join the filter frenzy. Both of the cricketers could be seen having an amazing time with the filter and, much to the delight of their fans, showing some of their trademark moves.

While Jadeja took on the challenge and chose to play it smart, on the other hand Gayle – one of the most destructive batsmen – chose to follow his heart for this unconventional Instagram filter challenge.

Creative Brand Strategy Doritos

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