NEW DELHI: Nacho chip brand Doritos has signed on actor Kartik Aaryan as its first-ever brand ambassador in India. This partnership will further help increase the brand’s reach in India and amplify the uniquely bold messaging of Doritos.

“Kartik perfectly embodies what the brand stands for and will help amplify the distinct crunch of Doritos in an authentic, relatable, and enjoyable manner,” the company said in an official statement.

“Doritos has been my favourite snack especially when I am relaxing, watching a movie, or playing games with my friends. I am so excited to partner with the brand that represents a crunchy style and bold attitude. I look forward to collaborating with one of the world’s favourite nacho chip brand and entertain audiences in an original, unconventional and engaging way,” shared Aaryan.

“The Doritos brand is all about boldness. Kartik Aaryan’s daring and charged personality helps him step out of his comfort zone and this fits perfectly with the brand,” Doritos brand head Dola Halder said. “He brings a strong connect and influence over the Doritos consumer as he embodies the spirit of the young and fearless. With him on board, we are confident of strengthening the engagement with our consumers and building greater visibility for Doritos across India. We are very excited about our dynamic collaboration with Kartik and believe it will elevate the brand proposition in an original and crunchy style.”

As part of the association, Aaryan recently posted a picture of himself on social media holding a placard with jumbled letters “TOROIDS”, which got likes from lakhs of fans and followers and led to a comment storm. The brand will launch a campaign featuring the actor across media platforms.

Aiming to tap smaller town markets, PepsiCo India has launched Rs 10 entry-level price point Doritos packets to drive consumption in tier-2 and tier-3 markets. The brand is available across neighbourhood stores, modern retail and e-commerce channels in the country.