Orion India, a South Korean snack company, has recently appointed Bollywood actor Palak Tiwari as the brand ambassador for their popular product line, Turtle Chips in India. In their newest commercial, Tiwari is seen transforming into a devil upon consuming the Spicy Devil flavour of Turtle Chips, showcasing the irresistible and intense taste experience that sets this variant apart.
In recent years, there has been a notable shift in consumer preferences towards differentiated flavours, international tastes, and spicy options within the snacking category. The younger demographic in India, including Gen A, Gen Z, and Millennials, has shown a strong affinity for bolder and spicier snack choices. This changing taste preference has prompted brands across various categories to adapt and introduce new flavours to cater to this demand.
Within Orion India’s Turtle Chips lineup, the Spicy Devil variant has successfully introduced the distinctive Korean spicy taste to the Indian chips market, garnering a considerable and dedicated fan base. This particular flavour sets taste buds on fire with an explosion of tantalising flavours, leaving consumers craving more. The Spicy Devil flavour has become a favourite among Indian consumers, who enjoy the intense and fiery taste experience it offers.
Palak Tiwari’s infectious personality, playful wit, and charm perfectly embody the essence of Turtle Chips, especially the Spicy Devil flavour, which offers a spicy twist to the everyday snacking experience. Her bold and playful persona effortlessly aligns with the crunch and intense flavour of Turtle Chips, making her the ideal choice to represent the brand. Tiwari’s association with Orion’s Turtle Chips aims to enhance brand awareness, especially among the dynamic Indian youth.
In the commercial conceptualised by Orion India’s Marketing Team, Palak Tiwari can be seen transforming into a devil upon consuming the Spicy Devil flavour of Turtle Chips. This playful transformation adds a captivating visual element to convey the fiery and bold nature of the flavour. As Tiwari indulges in the tantalising crunch of the chips, the commercial effectively showcases the irresistible and intense taste experience that sets the Spicy Devil variant apart.
RTM Watch’s Take
Orion India’s decision to appoint Palak Tiwari as the brand ambassador for Turtle Chips, specifically the Spicy Devil flavour, is a strategic move to enhance brand visibility and engage with the target audience, primarily consisting of Gen A, Gen Z, and Millennials. Tiwari’s association with the brand brings a youthful and vibrant energy, perfectly complementing the intense and bold nature of the Spicy Devil flavour. This marketing strategy aims to capture the attention of the younger demographic, who are increasingly seeking unique and spicy snacking options.
