Doritos has launched an Instagram filter, ‘Doritos BoldChoice’, that lets the audience watch the latest Doritos TVC, record their reaction, and choose their ‘bold’ ending. The brand claims it to be one of a kind innovation. Doritos is also engaging with over 3000 influencers to make their ‘bold’ choice amongst different endings and showcase how the TVC follows their command, to their followers and brand fans. To try the filter, head to Kartik Aaryan’s Instagram page and use the filter from his reel.
The filter was launched by brand ambassador Kartik Aaryan, who also challenged cricket icons Ravindra Jadeja and Chris Gayle to make their ‘bold’ choice along with his fans and followers.
The ‘Doritos BoldChoice’ filter is based on the insight that Gen Z audiences are increasingly relying on their smartphones for entertainment, primarily for watching videos. Taking note, Doritos’ unique filter is designed to intensify digital engagement with Gen Zs on smaller screens and elevate the stickiness of the content by sharing it in a disruptive format.
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Sharing his thoughts on the innovative filter, Ankit Agarwal, Associate Director, Brand Marketing – PepsiCo India said, “We believe that bold people like to make their own choice. We applied that insight to our latest campaign, where, with the BoldChoice filter, we harnessed the power of augmented reality and social media to enable consumers to choose how our latest TVC unfolds.
We believe that the confluence of interactivity and content discovery through this unique and first of its kind filter will keep consumers engaged and bring alive Doritos’ proposition of Bold Self Expression ”
He added, “Bold people make their own choices and Doritos believes in igniting and championing this ‘bold’ self-expression. Thus, to deepen our connection with the ‘bold’ Gen Z consumer, we harnessed the power of augmented reality and social media to create this first-ever Instagram filter, where the consumers can decide how our latest TVC ends.”
Launched as part of the larger #ForTheBold campaign, we believe that the confluence of interactivity and content discovery through this unique filter will keep consumers engaged and bring alive the Doritos proposition of ‘bold’ self-expression.
Leading content creators like Zaid Darbar, Ritika Badlani, Dhanashree Chahal, Bhavika Sharma, and Sunny Chopra also joined in, using the filter to express their ‘bold’ decision and challenge their fans and followers.
Over 3000 micro and nano influencers from the space of lifestyle, sports, fashion, dance, music, and art also took up the ‘bold’ challenge, leading to an overall engagement of over 6 million and a reach of over 56 million in the last few days.
“From a ‘crunch-tastic’ TVC to a powerful ‘BoldLine’ and now a unique ‘BoldChoice’ filter, the ‘For The Bold’ campaign keeps getting bigger and bolder! I’m thrilled to launch this first-of-its-kind filter with a brand like Doritos that is always empowering people to be bold.” said Doritos brand ambassador, Kartik Aaryan.
