Orion India, a South Korean snack company, has announced Bollywood actor Palak Tiwari as the brand ambassador for their salty product line, Turtle Chips in India.
Additionally, the company has also rolled out a new commercial with the newly appointed brand ambassador for its Korean Spicy Devil flavor of Orion Turtle Chips.
Talking about the appointment, Saurabh Saith, CEO, Orion India, said, “As we aim to expand our market presence, we are happy to share the appointment of Palak Tiwari as our brand ambassador; it’s a strategic move to enhance awareness, especially among the dynamic Indian youth. Palak’s infectious personality, coupled with her playful wit and charm, perfectly embodies the essence of Turtle Chips and in particular Spicy Devil flavour – offering a spicy twist to the everyday snacking experience. With this collaboration, we are confident in elevating our brand visibility and reaching new heights in engaging with our target audience largely sitting in GenA, GenZ and to some extent Millennials.”
As per the company, the Spicy Devil flavor is a favourite in the Indian market due to its flavors.
In the commercial conceptualised by Orion India marketing team, Tiwari can be seen transforming into a devil upon consuming the Spicy Devil flavor of Turtle Chips, depicting the taste experience. As she indulges in the crunch of the chips, the playful transformation adds a visual element to convey the fiery and bold nature of the Spicy Devil flavor.
“Palak’s on-screen presence, playful personality and relatability among the youth complement the vibrant and intense nature of the brand. We look forward to captivating our consumers with our latest campaign that spotlights the spicy and crunchy nature of our Chips,” Raje Suneet Jain, senior category marketing lead, Orion India, added.
The campaign has been rolled out across multimedia platforms with digital film, print, radio, outdoor.