Carrying a 6,700-year legacy: 4700BC and the enduring history of popcorn consumption

The premium snacking industry has witnessed exponential growth over the past few years, with consumers increasingly seeking gourmet experiences that extend beyond traditional offerings. As a result, brands have innovated to meet the demand for convenience, variety, and quality in snacking. 4700BC, a brand at the forefront of this revolution, has carved a niche for itself by delivering a range of gourmet popcorn flavors that cater to the evolving tastes of modern consumers. With a focus on combining premium ingredients and bold flavors, 4700BC has successfully tapped into the growing trend of experiential snacking, becoming a leader in the competitive snack industry.

In an exclusive interview with Adgully, Chirag Gupta, Founder and CEO, 4700BC, sheds light on the brand’s exciting collaboration with Netflix and Karan Johar, the inspiration behind their latest campaign, and the company’s ambitious growth plans. He also delves into 4700BC’s unique market strategy, the brand’s expansion into Tier 1 and Tier 2 cities, and how they continue to innovate in the premium snacking space. This insightful conversation reveals how 4700BC stays ahead of market trends while delivering an exceptional snacking experience to consumers across India and beyond.

Could you elaborate on the origins of the name ‘4700BC’ for your popcorn brand? What inspired this unique choice?

The name ‘4700BC’ for our popcorn brand is inspired by the discovery of the oldest evidence of popcorn in ancient caves in Peru, which dates back to around 4700BC, roughly 6,700 years ago. As founders, we wanted to create a brand that honors this historical connection to popcorn. By naming our brand after this ancient date, we aim to highlight the rich and enduring history of popcorn consumption, celebrating its journey through time.

4700BC partnered with Netflix and Karan Johar for a campaign to unveil its new flavours. Could you share the inspiration and creative process behind the campaign?

The campaign was built on the insight that snacking while watching content is a beloved habit. Many people enjoy mixing flavours, especially in the cinema, but haven’t had the convenience of doing so at home—until now. 4700BC wanted to provide a product that combines sweet and salty in one solution, solving the need for mixed flavours at home. To illustrate this, the ad features the three “Karans,” symbolising how people with similar interests (in this case, snacking and watching) may still have slight differences in taste preferences. This playful interaction brought relatability, confusion over content choices, and the fun of flavour mixing into the campaign.

The partnership with Netflix and Karan Johar to unveil your new flavors is quite exciting. What was the inspiration behind this campaign, and how did the idea come to life?

The idea blossomed from our desire to provide a more enjoyable snacking experience at home. We wanted to capture the essence of flavor mixing that often occurs in cinemas and translate that into a product consumers can enjoy while streaming. The three “Karans” bring this to life, illustrating that while we may share a love for snacking and content, our individual tastes can differ, adding a layer of relatability and humor to the campaign.

Media Agency and Initial Brief:

The brief to the agency Talented aimed to shift the perception of popcorn from being just a movie snack to becoming a preferred choice for at-home content consumption. The idea was to position the Sweet & Salty flavour as a unique, ready-made solution to the common consumer habit of wanting to combine flavours. The campaign also showcased the partnership with Netflix as the hero, making it clear that popcorn and streaming entertainment go hand in hand, without limiting it to cinema. The production was done by Supari Studios.

4700BC’s Growth Trajectory:

4700BC has achieved remarkable growth, experiencing a 5x revenue increase over the last four years. We are targeting an annual recurring revenue of Rs 125 crore by March 2025. Additionally, we have expanded our presence to nine countries and have established a strong foothold across e-commerce, retail, and quick-commerce platforms. This growth is driven by our unique innovations and a keen understanding of the premium snacking market.

Expansion Plans for Tier 1 and Tier 2 Cities:

Our primary focus is on expanding into Tier 1 cities and metros, with plans to penetrate Tier 2 cities as digital platforms continue to grow in accessibility. Our omnichannel distribution strategy ensures that our new flavors are widely available across retail, e-commerce, and quick-commerce, enabling us to effectively target both urban and emerging markets.

Impact of Netflix Collaboration on Growth Plans:

Collaborating with Netflix has allowed us to leverage their strong brand value, significantly impacting our growth plans. The co-branded popcorn product complements the entire Netflix experience, making it the first choice for consumers while streaming. This partnership boosts sales and reduces customer acquisition costs by tapping into Netflix’s vast audience, reinforcing the idea that our snacks enhance the enjoyment of content consumption anywhere, not just in cinemas.

Upcoming Product Innovations:

While we can’t disclose specific details yet, we have some exciting innovations in the pipeline. We’re focused on groundbreaking releases that will expand our product offerings and continue to innovate within the premium snacking space, ensuring we stay ahead of market trends.

Festive Season Strategies:

The festive season is a time we are always extremely excited about. As consumers become increasingly concerned with finding unique gifts, we’re excited to offer something special. Our favourite product, Nutty Tuxedo, perfectly captures the essence of gourmet gifting. We have curated a gifting range that caters to all types of consumers and fits various price points, ensuring that everyone can find the perfect snack to share during celebrations. This year, we’re particularly excited about our offerings, as we believe they provide a fresh and premium alternative to traditional gifts, making them a fantastic choice for occasions like Diwali, Valentine’s Day, and Christmas. ‘

Differentiation in the Competitive Snack Industry:

In the competitive snack industry, 4700BC distinguishes itself by adopting a candid and honest tone in our communications. We respect our audience’s intelligence and sophistication, choosing not to simplify our messaging. This approach resonates with consumers who appreciate direct and transparent communication. Additionally, we continue to innovate with bold flavors and maintain a premium positioning, solidifying our leadership in the gourmet snacking market.