The agency also conceived a chilled-out Cristopher, who is arguably the second-ever human brand mascot of Indian advertising, after Onida’s Devil.
Gopal Snacks Limited is the 4th largest manufacturer of ethnic savouries. The brand was primarily launched in Gujarat and expanded rapidly to neighbouring states, including Maharashtra and MP. It is also the largest Gathiya manufacturer in the world by market share. (India Fiscal 2023, Source: F&S report).
Wafers stand out as a universally accepted and loved snack and are enjoyed by people of all ages, cultures, and geographies. So, to charm a relatively cooler crowd and enter Modern Trade, Gopal took a bold step and launched Cristos as a sub-brand targeting Gen Z, Millennials and Urban Youth.
Cristos offers a variety of flavours in the market, including Cristos Mexican Chilli, Cristos Salted, Cristos African Mint, and Cristos Korean BBQ, with plans to introduce more exciting flavours in the future. The Mexican Chilli flavour was very well received, and Bipin Vitthalbhai Hadvani, the Founder and Managing Director, decided to go full throttle only on it.
We studied quite a lot of food, beverage, confectionery, and youthful brands and felt that in this kind of category, occupying a mind space is very important. For example, Coca-Cola occupies Happiness, Mountain Dew occupies Courage, and Kit Kat occupies the idea of Taking a Break. Our goal was to occupy a mindset that is trending, relevant, expanding, and growing among the urban youth, which is CHILLING! We tried marrying the Chilling mindset with the Mexican flavour and came up with this whole new world for the GenZ Millennials, and Urban Youth called The World of Mexican Chilling!
With an ambitious vision from Gopal Snacks and our creative storytelling, we conceptualised a campaign featuring six quirky films that spotlight Cristopher – the cool, human mascot taking Indian advertising by storm.
Each film invites you into the world of Mexican Chilling, where pranks, tricks, and snacks collide to create a memorable experience. Let’s dive into these entertaining episodes of Cristopher’s adventures.
The Six Films: A blend of fun, flavour, and flare.