Doritos was creating a series of new campaigns focusing on gamers in multiple markets across the globe. India is one of their newer markets and one that felt quite different from others in terms of gaming culture in particular. Our task was to partner with Doritos’ global agency to figure out how it can leverage its participation in gaming culture to grow in India…
Our biggest learning was that gaming in India is still very nascent compared to its thriving culture and communities around the world. Gaming in India feels a lot like watching MTV / the Oscars in the 90s—from a great distance. That said, the opportunity to help India leap-frog this distance (as it always does!) is undeniable—especially for a brand like Doritos that may not be about gaming, but is invested in it.
Doritos was creating a series of new campaigns focusing on gamers in multiple markets across the globe. India is one of their newer markets and one that felt quite different from others in terms of gaming culture in particular. Our task was to partner with Doritos’ global agency to figure out how it can leverage its participation in gaming culture to grow in India…
Our biggest learning was that gaming in India is still very nascent compared to its thriving culture and communities around the world. Gaming in India feels a lot like watching MTV / the Oscars in the 90s—from a great distance. That said, the opportunity to help India leap-frog this distance (as it always does!) is undeniable—especially for a brand like Doritos that may not be about gaming, but is invested in it.
