Cornitos has rolled out a fresh, tongue-in-cheek campaign for its Korean Chilli Nachos, intentionally rejecting the formulaic K-culture themes that have become ubiquitous in the category. Developed in partnership with The Crayons Network, the campaign uses satire to challenge creative sameness and position Cornitos as a brand willing to break convention.
With Korean trends influencing everything from snacks to beauty in India, many brands have leaned heavily on predictable elements K-pop dance routines, K-drama emotions, glossy K-beauty styling. Cornitos deliberately chooses the opposite route. Instead of tapping into these tropes, the campaign parodies the style of state broadcast propaganda, using exaggerated seriousness to humorously spotlight flavour supremacy.
“When every brand starts borrowing from the same K-playbook, the codes stop meaning anything,” said Samir Datar, Chief Strategy Officer, The Crayons Network. “We wanted to disrupt that sameness with humour and self-awareness.”
The films introduce a dramatic “Supreme Leader” and authoritative generals delivering intense monologues, only for viewers to realize through English subtitles that the subject is not geopolitics but nachos, chilli, crunch, and flavour dominance.
“The contrast is intentional and unapologetically satirical,” noted Manoj Jacob, Executive Creative Director, The Crayons Network. “After all, North Korea is still, technically, Korea.”
The campaign blends AI-generated visuals with public-domain footage to build dramatic scale while maintaining sharp comedic timing. The humour is understated and discovery-driven, inviting the audience to “get the joke” rather than spelling it out outright.
Manoj Singh, Head of Marketing at Cornitos, said the creative tone reflects the identity of the product itself. “Korean Chilli Nachos are bold and fiery. We wanted the campaign to reflect that personality confident, impactful, and not afraid to break the mould.”
The films conclude with a punchy sign-off that captures the brand’s rebellious stance: Undiplomatically Delicious.