Cornitos has launched its Korean Chilli Nachos campaign, opting for a satirical approach instead of K-Pop

Cornitos has taken an unconventional route with its new Korean Chilli Nachos campaign, deliberately moving away from the familiar Korean pop-culture tropes commonly seen in Indian snack advertising. Created in collaboration with The Crayons Network, the campaign uses satire to call out category sameness while positioning Cornitos as a brand that is self-aware, bold, and confident.

As Korean flavours continue to gain traction in India, many snack brands have leaned heavily on K-pop choreography, K-drama aesthetics, and Korean beauty cues to signal authenticity. Cornitos flips this narrative. Instead of borrowing pop references, the brand parodies the tone of serious Korean government-style broadcasts, using humour as its primary differentiator.

The campaign films feature authoritative leaders and stern-looking generals delivering intense, dramatic speeches reminiscent of high-stakes political announcements. The twist is revealed through English subtitles, which disclose that the impassioned dialogue is actually about nachos — their crunch, chilli heat, and bold flavour — rather than geopolitics.

Visually, the films combine AI-generated imagery with archival public footage to create a believable sense of scale and authenticity, while maintaining sharp comic timing. The humour is understated and intelligent, allowing viewers to discover the joke rather than having it spelled out.

Commenting on the campaign, Manoj Singh, Head of Marketing at Cornitos, said: “Korean Chilli Nachos are bold, fiery, and full of character. The campaign reflects that same confidence. We wanted to stand apart, not blend in, and create communication that is as impactful as the product.”

Key Takeaways from the campaign

Satirical and disruptive approach

Cornitos consciously avoided predictable K-pop, K-drama, and K-beauty references. Instead, the brand used satire and parody to break category conventions and capture attention.

Humour aligned with product personality

The irreverent, confident tone of the campaign mirrors the bold and intense flavour profile of Korean Chilli Nachos, making the humour feel authentic rather than forced.

Strong brand positioning

By defying expectations, Cornitos positions itself as a disruptor within the Korean-inspired flavour trend, reinforcing its identity as a brand that leads with originality instead of following popularity.

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