Doritos collaborated with Snapchat to bring India’s first snack-based face Lens to the consumers across the country.
Capturing the spontaneity of millennial users, Doritos will engage with their audience through this custom Snapchat Lens. This augmented reality experience will communicate the brand’s philosophy of “For The Bold.” The Doritos AR lens on Snapchat will go live on November 4, 2017 and be available for twenty-four hours.
With this collaboration, Doritos aims to bring the entire fan experience and famous “first bite and then bold” narrative to Snapchat users in India. The Doritos AR Lens changes the Snapchat user from a kitten to a tiger when the user opens his or her mouth to bite into a Doritos chip. Users can then share their fun adventures with the Doritos Snapchat experience across various social platforms in their own exciting way.
Commenting on this partnership, Dilen Gandhi, Marketing Director, Western Snacks, PepsiCo India says, “We at PepsiCo India are constantly innovating to engage our consumers effectively. Due to the ever evolving habits of millennials in India, platforms like Snapchat have gained high social prominence. We are excited for Doritos to partner with Snapchat for this special face Lens, which gives us the opportunity to interact directly with our audience and bring out the bold proposition of our brand. As the pioneers in the global nacho chip category, Doritos continues this spirit in India today with this campaign. So go ahead, use the Doritos Lens on Snapchat and bring out your inner bold.”
Over 170 million people use Snapchat globally every day to Snap with family and friends, watch Stories, and explore content from top publishers and around the world. The average Snapchat daily user visits the app twenty times a day, and daily users spend an average of over 30 minutes on Snapchat every day. Lenses allow Snapchat users to apply real-time augmented reality effects and sounds to their selfies — so brands can take part in the communication on Snapchat in the most fun, personal way.
Doritos maintains a presence in over 55 countries globally and began its Indian manufacturing this year and targets Indian consumers in the 16 to 24 year age bracket, residing in the urban and semi-urban centers.