Orion India launches campaign for Turtle Chips with new brand ambassador Palak Tiwari

Orion India, a South Korean snack company, announced Bollywood actor Palak Tiwari as the brand ambassador for their salty product line, Turtle Chips in India. 

Palak Tiwari, as the face of the brand, takes centre stage in their newest commercial, showcasing the Spicy Devil Flavour of Turtle Chips.

In the commercial conceptualised by Orion India Marketing Team, Palak can be seen transforming into a devil upon consuming the Spicy Devil flavour of Turtle Chips, depicting the taste that sets this variant apart. The product is a propriety of Orion amongst its 4 layered corn-based snacking options.

In recent years, there has been a notable shift in consumer preferences towards differentiated flavours, international tastes, as well as spicy flavours within the snacking category, said Saurabh Saith, CEO, Orion India. “The younger demographic in India has developed a strong affinity for bolder options, prompting brands across various categories to adapt to this changing taste preference. Within our Turtle Chips lineup, the Spicy Devil variant has introduced the Korean spicy taste to the Indian chips market.”

He further commented that the appointment of Palak Tiwari as their brand ambassador is a strategic move to enhance awareness, especially among the Indian youth. “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.”

Sharing her enthusiasm for the collaboration, Palak Tiwari remarked, "I am thrilled to be associated with Orion's Turtle Chips. Filming the commercial for its popular Spicy Devil flavour Turtle Chips was an absolute blast.”

Raje Suneet Jain, Senior Category Marketing Lead, Orion India, added, "As part of this partnership, we aim to dial up brand awareness of Turtle Chips and look forward to captivating our consumers with our latest campaign.”

Introduced by Orion, Turtle chips offer a 4X crunch and are available in five vegetarian flavors: Spicy Devil, Masala, Sour Cream and Onion, Mexican Lime, and Tangy Tomato.

The campaign has been rolled out today across multimedia platforms with digital film, print, radio, outdoor, and across key markets in India.

The campaign video:

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