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
Microdrama Specialist COL Group International Builds Out With Narativ, Rock Networks & BlingWood Deals
MUMBAI: Microdrama powerhouse COL Group International is building out its distribution network, with its CEO saying vertical video is about to enter its “next competitive chapter.”
The microdrama arm of publicly-listed Chinese company COL Group appointed Narativ Media as its official distributor in the Middle East and North Africa (MENA) and CIS regions and Africa, and a struck new content deal with a new Dubai-based microdrama platform.
The deals were unveiled this morning at MIP London, and also included Rock Networks as its exclusive Southeast Asia telco distribution partner for its app, FlareFlow. MIP London is now into its second day at the Savoy Hotel and adjoining IET London complex.
The deals come soon after COL appointed Harbour Rights to represent its titles in Europe and Latin America, as we reported yesterday in our extended feature on microdrama distribution.
COL’s Singapore-based microdrama unit says its “coordinated global distribution architecture and significantly expanded international content slate” would help to scale its catalogue to more than 1,700 microdrama titles worldwide. These hail from South Korea, Japan, Africa, the Middle East, Southeast Asia and the UK and roll out across Sereal+, FlareFlow and 17K.
A deal with Dubai-based BlingWood, which recently launched as an OTT platform, will expand COL’s access to Middle Eastern and Indian microdramas, and includes a broader pipeline of Indian series from storytelling platform Pratilipi, Korean titles from BeLive Studios and British reality-led formats from Tattle TV — the UK’s first dedicated microdrama app, including titles such as Dog Dates.
“Microdrama is entering its next competitive chapter, where quality, retention and monetization standards are increasingly shaped by data and operational discipline,” said Timothy Oh, General Manager of COL Group International.
“As pioneers in both China and the U.S., scaling some of the world’s leading platforms in this space, we understand what it truly takes to win sustainably. Our role is not simply to offer catalogue volume, but to help partners select, position and scale the right content for their platform and audience. By bringing together a broad, constantly refreshed slate from across regions, we enable smarter curation, clearer differentiation and long-term growth for serious industry players.”
Narativ deal
COL and UAE-based Narativ described their deal as a “strategic expansion of premium vertical content distribution across high-growth emerging markets,” and comes as the microdrama continues to boom financially. The growth of the medium will be among the key topics of conversation today at MIP London, where COL chief Oh will be speaking.
The pact extends beyond content representation and is being billed as part of a more “structured micro-drama distribution infrastructure.”
Narativ will spearhead market development, platform alliances, broadcaster relationships and digital monetization frameworks across the MENA and CIS regions and Africa, where they have identified “rapid mobile-first consumption growth and strong demand for short-form, high-engagement storytelling formats.”
“Micro-dramas are reshaping global viewing habits, particularly across mobile-first markets like MENA, Africa and CIS,” said Manjyot Sandhu, CEO and co-founder of Narativ. “Our appointment as official distributor for COL Group in these territories reflects Narativ’s strategy to build sustainable distribution architecture.
“A key pillar of the collaboration includes integration with FlareFlow, enabling strategic telco partnerships, bundled carrier offerings, and alternative monetization pathways designed to accelerate scale across mobile ecosystems and OTT platforms.”
Oh added: “We are building more than a content slate – we are building the global infrastructure for microdrama. With hundreds of new titles launching every quarter, scale and regional strength are critical. Narativ with its deep foothold in MENA, Africa CIS and other key markets makes them a natural strategic partner as we expand FlareFlow and bring microdrama to new platforms, telcos and audiences.
Narativ, which is joint venture Sandhu operates with Copyright Capital, manages around 7,000 hours of content and has a digital network spanning 150 million subscribers across 21 language.
COL Group has emerged as one of the biggest microdrama platforms, running platforms such as FlareFow. It is also a part-owner of ReelShort.
