MAM
Pringles launches first above-the-line campaign in India
New digital film turns the humble can pop into a moment of shared musical joy.
MUMBAI: Pringles has finally decided to make some noise in India and this time, it’s not just the satisfying pop of the lid. The iconic crisp brand has made its above-the-line debut with a lively digital film that celebrates how opening a can of Pringles rarely stays a quiet affair. After building awareness largely through below-the-line initiatives, the campaign marks Pringles’ first step into broader ATL communication, aiming to scale its playful identity across the Indian market.
At the heart of the film is a simple truth, that unmistakable pop of the can, followed by the crunch of those perfectly saddle-shaped crisps, often turns an ordinary moment into an invitation to play. The advertisement shows a quiet bus ride gradually transforming into a spontaneous, rhythmic musical experience as passengers are drawn in by the sound of the Pringles can. Through this light-hearted progression, the film reinforces the brand’s long-standing idea that once a can is opened, a joyful shared experience inevitably follows.
Kellanova senior director for sales Rachit Vohra said the campaign builds on the distinctive cues consumers already associate with Pringles. “Over the years, Pringles has established itself as a brand that consumers recognise not just for its product, but for the experience around it – whether it’s the pop of the lid, the unique shape of the crisps, the iconic can, or the way the brand shows up culturally,” he noted. “This campaign draws on those cues to translate a familiar product moment into a shared experience. As we continue to expand the brand in India, this ATL debut allows us to build reach while reinforcing the distinctiveness that consumers associate with Pringles.”
By placing its signature brand assets in an everyday setting, the film highlights Pringles’ knack for turning routine moments into something fun and communal. The campaign represents the brand’s strategic move to grow its presence while staying true to its playful character.
In a country where even a bus ride can turn into an impromptu sing-along, Pringles has clearly found the perfect way to pop into the conversation proving that sometimes the crispiest ideas make the loudest impact.
MUMBAI: In India’s fast-moving payments race, Visa has just swiped in a new leader. The company has named Suresh Sethi as its India country head, marking a key leadership shift as it sharpens its focus on digital payments growth in the market. Sethi steps into the role following his recent exit from Protean eGov Technologies, where he served as chief executive officer. He succeeds Sandeep Ghosh, who has moved on after more than four years at Visa to pursue an external opportunity.
The appointment comes at a time when Visa is doubling down on its expansion strategy across India and the wider region, deepening partnerships and accelerating adoption in an increasingly competitive digital payments ecosystem.
Sethi brings with him a broad, cross-market perspective shaped by decades of experience across corporate banking, retail financial services, mobile money and large-scale government technology initiatives. He began his career at Citigroup, where he spent 14 years working across India, Africa, South America and the United States, focusing on transaction banking services within the corporate bank.
His appointment signals a blend of institutional experience and market familiarity qualities that could prove critical as Visa navigates a landscape where fintech innovation, regulatory evolution and consumer adoption are all accelerating at once.
As digital payments in India continue to scale rapidly, the leadership change underscores a simple reality, in a market where every tap, scan and swipe counts, who leads the charge can matter just as much as the technology itself.
