MAM
Cornitos declares snack war with a K-Twist that refuses to play nice
MUMBAI: When everyone is busy dancing to the same K-pop beat, Cornitos has decided to bang a different drum and loudly. With the launch of its Korean Chilli Nachos, the snack brand has rolled out a sharply satirical campaign that calls out the creative sameness creeping into Korean-flavour advertising in India, choosing humour over hype and irreverence over imitation.
As Korean-inspired flavours surge in popularity, the category’s advertising has begun to look eerily familiarV sync-heavy K-pop moves, teary K-drama expressions and glossy K-beauty aesthetics. Cornitos, working with The Crayons Network, deliberately swerves away from these well-worn tropes, opting instead for a disruptive narrative that turns the genre on its head.
The films parody the tone of high-intensity Korean state broadcasts, complete with stern generals and dramatic monologues. But the twist lands via English subtitles, revealing that the fiery rhetoric is not about geopolitics or power plays, it’s about nachos, chilli heat, crunch and flavour dominance. The joke unfolds quietly, trusting viewers to connect the dots without being spoon-fed the punchline.
According to The Crayons Network, the idea was born out of creative fatigue in the category. When every brand starts leaning on the same cultural shorthand, the codes lose their impact. Cornitos’ response was to use contrast and satire to cut through the clutter rather than add to it.
Visually, the campaign blends AI-generated imagery with public-domain footage to create scale and authenticity, while keeping the humour tightly controlled. The restrained execution mirrors the product’s own positioning bold, fiery and unapologetic.
Cornitos says the campaign reflects the personality of its Korean Chilli Nachos, crafted for consumers who enjoy intense flavours and global inspirations without the predictable packaging. The films close with a line that neatly sums up both the product and the provocation, “Undiplomatically Delicious.”
In a sea of K-inspired sameness, Cornitos has chosen to stir things up not with another dance routine, but with a wink, a jab and a generous helping of chilli.
MAM
Pulse launches 7th Loyalty Day with #PulseUpYourDrink campaign
Runs May 1 to 15, invites fans to create drinks, 100 winners get merchandise.
MUJMBAI: If candy had a cocktail hour, Pulse is ready to stir things up literally. The Dharampal Satyapal Group’s confectionery brand has rolled out the seventh edition of Pulse Loyalty Day, anchored by a new digital-first campaign, #PulseUpYourDrink, running from May 1 to May 15, 2026. The idea: turn a tangy candy into a creative ingredient, and let consumers do the mixing. Tapping into a growing trend of flavour experimentation, especially among Gen Z and millennials, the campaign invites fans to create mocktails and beverages using Pulse candy. The format leans heavily on user-generated content, with participants encouraged to share their creations on social media by tagging @passpass_pulse.
To kick things off, a set of chefs will introduce Pulse-inspired mocktail recipes, setting the base for fans to remix and reinterpret. Actor Mannara Chopra joins the campaign to amplify reach, signalling a continued focus on youth engagement.
The activation is designed to play out across the digital ecosystem, with nano and micro influencers driving participation and conversation. As an added incentive, 100 participants will win Pulse-branded merchandise, blending fandom with rewards.
Pulse, which has led the hard-boiled candy segment for the past nine years, is increasingly positioning itself as more than just a product leaning into culture, community and online behaviour. Loyalty Day, now in its seventh edition, has evolved into a recurring digital moment where consumers actively co-create the brand narrative.
The strategy is clear: keep the flavour familiar, but the engagement fresh. Because in today’s attention economy, even a candy needs to stay in the mix.
