MAM
Doritos launches ‘Har Bite Mein Blast’ TVC for Doritos Dinamita
Mumbai: Igniting its bold persona, Doritos, a Nacho Chip brand, has unveiled a ‘detonating’ new TVC campaign to introduce its explosive new launch – Doritos Dinamita. The bold new introductions are seasoned with extraordinary flavours and deliver a big crunch in every bite.
Drawing inspiration from its globally successful format, Doritos Dinamita has launched in two ‘explosive’ flavours – Fiery Lime and Chilli and Sizzlin’ Hot – which have been adapted and customised for the Indian palette. With this differentiated offering, Doritos aims to retain its leadership in one of the fastest growing tortilla chips market in the world.
Bringing to life the snack’s ‘explosive’ format, the film features a bunch of campers who are stranded in the middle of nowhere but saved by the bold move of the youngest in the group. As the campers desperately wait to be rescued for over two days, they fail to get the attention of the chopper hovering over them. Just then, the youngest of the lot stumbles on the last packet of Doritos Dinamita in his backpack. Looking at the dynamite shape and explosive flavour of the chip, he has a ‘eureka’ moment. He crunches on the chip to create an explosion that diverts the chopper back to the campsite, successfully rescuing all of them.
Speaking on the new film, PepsiCo India, Doritos, category lead Pranshu Sahni, “At Doritos, we have always our consumer at the centre of our communication, connecting with them through our innovative products and bold storytelling. While the all-new Doritos Dinamita perfectly embodies the boldness of the consumer it’s designed for, we wanted to amplify its crunch with a compelling narrative. Through our film, we’ve not only highlighted the ‘explosive’ nature of the product, but also our strong believe in bold self-expression.”
Leo Burnett national creative director Vikram Pandey (Spiky) said, “New Doritos Dinamita is shaped like a dynamite and has a fiery taste, this gave rise to the idea of ‘Har Bite Mein Blast’. Our film dramatizes this idea in the brand’s signature style of humour. The film will be followed up with an extensive integrated campaign that will play up the blast aspect of the product.”
Not limited to a TVC, the Doritos Dinamita ‘Har Bite Mein Blast’ campaign will be brought to life through a robust 360-degree surround campaign. Doritos Dinamita is available at Rs 20 and Rs 30 across all leading retail and e-commerce platforms in India.
Brands
CEAT signs Yashasvi Jaiswal as brand ambassador in multi-year deal
The tyre giant is backing one of Indian cricket’s brightest young stars, deepening a sporting association that goes to the heart of its brand strategy
MUMBAI: CEAT Limited has signed a multi-year partnership with Yashasvi Jaiswal, one of Indian cricket’s most electrifying young batters, effective 1st April 2026. The deal adds fresh muscle to the Mumbai-based tyre maker’s long-running bet on cricket as its primary marketing canvas.
Jaiswal’s rapid rise in international cricket made him a coveted name in the sponsorship market. His composure under pressure, consistency across formats and an almost unnerving adaptability at the crease are precisely the qualities CEAT wants consumers to associate with its tyres. The brand has historically aligned itself with cricketers who embody control and dependability, and Jaiswal fits that template with little coaxing.
Anant Goenka, vice-chairman of RPG Group, framed the signing in the language of shared values. “Cricket has always been an integral part of CEAT’s brand journey, and we are delighted to welcome Yashasvi Jaiswal to the CEAT family,” he said. “He is one of the most exciting young talents in Indian cricket today, and the qualities he brings to the game — control, dependability and adaptability — align strongly with the values we stand for as a brand. We believe Yashasvi has the potential to lead across tournaments and formats in the years ahead.”
Jaiswal, for his part, was equally enthusiastic. “I am excited to begin this association with CEAT, a brand that has such a strong legacy in cricket and has been associated with several respected names in the game over the years,” he said. “It is always special to partner with a brand that shares your passion for cricket.”
CEAT, founded in Italy in 1924 and now the flagship company of the US$5.2 billion RPG Group, produces more than 41 million tyres a year and sells across 110 countries. It is the first tyre brand to receive both the Deming Grand Prize from the Union of Japanese Scientists and Engineers and the World Economic Forum’s Lighthouse Designation for its use of fourth industrial revolution technologies — credentials that suggest a company comfortable playing the long game.
And that, perhaps, is why Jaiswal makes such sense. He is 23, already a Test opener for India, and almost certainly just getting started. For CEAT, signing him now is less a sponsorship and more an investment — in a career, and in a cricket-obsessed market, that has plenty of overs left to play.
