Popeyes India has onboarded Rashmika Mandanna as its brand ambassador and launched a new television campaign titled ‘Boring vs Bold’.
The campaign, rolled out in South India, marks the brand’s first television-led initiative in the region, which is currently its largest market. Operated by Jubilant FoodWorks, the brand has 48 outlets across South India.
Built around the message 'Boring Hatao. Bold Ko Laao.', the campaign focuses on positioning Popeyes’ Louisiana Cajun-inspired offerings as a differentiated alternative to conventional fried chicken choices.
The campaign features Rashmika Mandanna, aligning with the brand’s youthful positioning and targeting a younger consumer base. It will be supported by a 360-degree media rollout across television and digital platforms, with plans for a phased national expansion.
Commenting on the campaign, Vibhor Gupta, Executive Vice President & Business Head of Popeyes India said, “This campaign marks an important milestone in Popeyes India’s journey. As we continue to build the brand in India, our focus remains on clear differentiation rooted in bold flavours and a youthful vibe. The campaign reflects how consumers experience Popeyes today - bold in flavour, youthful in spirit, and unmistakably distinctive.”
Actress Rashmika Mandanna,” I’ve always been someone who chooses what feels exciting and true to me, whether it’s the roles I take on or the little everyday decisions. I think that carries into food as well. I am happy to partner with Popeyes as their brand ambassador as it’s all about choosing bold over boring and enjoying flavours that really stand out.”
Globally, Popeyes is known for its Louisiana-style preparation process, with offerings including fried chicken, sandwiches, wings and vegetarian options, prepared using hand-battering and Cajun spice marination.
