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Unveils exciting new TVC to mark the extension of Sizzlin’ Hot platform to iconic brands including Lay’s, Doritos and Kurkure

Lay’s –
Kurkure –
Doritos –

New Delhi, September 26, 2023: Flaming up the snack aisle, PepsiCo India, one of the leading players in snack and beverage industry, has introduced a new TVC to celebrate the expansion of its Sizzlin’ Hot platform. This fiery TVC features the complete Sizzlin’ Hot range including Lay’s, Kurkure, and Doritos while highlighting the irresistible heat-packed experience each product offers.

Sizzlin’ Hot taps into the deep affinity Indians have for ‘chilli’ and offers a spicy sensation, tailored for each iconic brand within PepsiCo’s salty snack portfolio. Following the success of Lay’s and Doritos Sizzlin’ Hot in India, Kurkure recently joined the fiery lineup, introducing its own Sizzlin’ Hot variant that infuses ‘chilli ka tadka’ with Kurkure’s iconic crunch.

The TVC brilliantly portrays a spectrum of reactions that unfold when people snack onto the irresistible Sizzlin’ Hot range. Set against a captivating backdrop of diverse scenes, including cozy living rooms, bustling offices, and vibrant public spaces, each moment captures their unfiltered, spontaneous responses to the fiery spiciness. From frantically searching for something cool to shedding tears and energetically sprinting in search of relief, this engaging sequence of genuine and humorous reactions serves as a mirror, reflecting the surprise that awaits anyone who takes their first bite of Sizzlin’ Hot.
Commenting on the Sizzlin’ Hot range expansion and launch of the TVC, 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 to intrigued about the fiery range. We hope that consumers love this new range and continue to spice up their snacking occasions.”

“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”, added Vikram Pandey (Spiky), National Creative Director, Leo Burnett India.
Sizzlin Hot’ range is available in Lay’s, Kurkure and Doritos across all leading retail and e-commerce platforms in India. The TVC will be supported by a robust 360-degree surround campaign.

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