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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
Delhivery appoints Neelam Dhawan as Chairperson
Tech veteran succeeds Deepak Kapoor effective 1 April 2026.
MUMBAI: Neelam Dhawan just took the driver’s seat at Delhivery because when logistics needs sharper direction, even the board calls in a Microsoft-level navigator. Delhivery has appointed Neelam Dhawan as non-executive independent director effective 20 March 2026, with her elevation to chairperson of the Board from 1 April 2026. She succeeds Deepak Kapoor, who steps down after more than eight years, as disclosed in the company’s regulatory filing on 31 January 2026.
Dhawan brings over three decades of leadership in technology, having served as managing director at HP India Sales, Hewlett-Packard Enterprise India and Microsoft India. A graduate in Economics from St. Stephen’s College and an MBA from FMS, Delhi University, she is recognised by Fortune, Forbes and Business Today as one of the ‘Most Powerful Women in Business’. She has shaped India’s IT sector, served on the NASSCOM Executive Council (2009–2017) and is a strong advocate for workplace diversity and STEM education for girls.
She currently serves as independent director on the boards of Hindustan Unilever, Tech Mahindra, Ather Energy, Fractal Analytics, Capillary Technologies India and Capita PLC, and as a director at Nudge Lifeskills Foundation.
Delhivery, MD & CEO Sahil Barua said, “We are delighted to welcome Neelam Dhawan to the Delhivery Board as our Chairperson. Her exceptional track record in leading some of the world’s most iconic technology companies, as well as her diverse set of experiences as a seasoned Board Member will be invaluable as Delhivery continues to scale its technology-led logistics platform.”
In a logistics world where speed and strategy must race in sync, Delhivery isn’t just adding a chairperson, it’s bringing aboard a proven leader who knows how to steer complex tech ecosystems through growth lanes and beyond.
