PepsiCo India has signed on actor Kartik Aaryan as the first brand ambassador for its snacking brand Doritos, as sales of snacks surge and are growing in double digits.
“The endorsement will also help consumers in tier 2 – tier 3 markets familiarise with the brand and accelerate growth,” a PepsiCo spokesperson said. The company has also introduced Rs 10 price points of the tortilla-based snack brand to drive consumption in smaller markets.
According to an official aware of the details, the tenure of the contract with the actor is two years, and he is learnt to charge Rs 1.5-2 crore a year for endorsements.
The endorsement comes at a time when Doritos is looking to expand the tortilla chip category and drive growth for the brand. The tortilla chip industry size in India is estimated at US $37 million and is one of the fastest growing categories within the salty snacks category, industry reports said. Growth of snacks has escalated with a surge in home consumption last year, and industry executives said Indians are snacking much more than before the pandemic and preferring snacking over meals, with restaurants, malls, schools and offices shut down for much of last year.