Vikram Agarwal on embracing the wild side with Cornitos’ uncooperative mascot

In the dynamic landscape of the snacking industry, Cornitos stands out as a brand that continuously innovates to offer consumers a unique and satisfying snacking experience. In an exclusive interview with Adgully, Vikram Agarwal, Managing Director, Cornitos, sheds light on the brand’s differentiation strategies, successful marketing campaigns, and future plans.

“Cornitos sets itself apart in the Nachos Crisps category by offering a diverse range of innovative flavours crafted from high-quality ingredients,” says Agarwal. “Our commitment to authenticity, flavour variety, and superior product quality forms our unique value proposition, ensuring consumers enjoy every bite of their snacks.”

“To engage with consumers and foster brand loyalty, Cornitos employs various strategies,” Agarwal explains, adding, “These include interactive social media campaigns, sampling activities at events and supermarkets, and loyalty programs offering rewards and exclusive offers to loyal customers.”

Agarwal highlights one of Cornitos’ successful marketing campaigns, the launch of its new mascot, ‘Corny - the uncooperative Chimp’, in the campaign titled ‘Cornitos - Wild As You Like’.

Elaborating on the campaign, Agarwal says, “This campaign not only introduced a playful mascot, but also conveyed the message of embracing the wild side. Corny - the Chimp adds a new dimension to the brand’s identity, embodying innovation, playfulness, and delicious snacking experiences.”

Discussing marketing insights influencing Cornitos’ strategies, Agarwal mentions about the brand’s focus on flavour innovation and the introduction of healthier snack options in response to consumer demand. “Leveraging market research, Cornitos develops unique flavour combinations and products like zero cholesterol and gluten-free options to cater to evolving preferences,” he elaborates.

“Cornitos also engages in partnerships and collaborations with influencers, chefs, and food bloggers to enhance its marketing efforts,” Agarwal continues. “For instance, we collaborate with chefs to create signature nacho recipes and partner with fitness influencers to promote healthier snack options.”

“In terms of sustainability, Cornitos optimises energy consumption in manufacturing processes and supports sustainable sourcing practices for ingredients to reduce its environmental footprint,” Agarwal adds.

“Celebrating regional flavours is another hallmark of Cornitos,” Agarwal emphasises, adding, “We incorporate unique spices and ingredients from different Indian regions into our products, appealing to diverse palates.”

Looking ahead, Agarwal reveals, “Cornitos plans to expand its presence in both domestic and international markets, focusing on regions with high demand for premium snack products and a growing awareness of healthy eating trends.”

Regarding technology’s role in shaping the future of the snacking industry, Agarwal envisions leveraging technology to enhance customer engagement, streamline operations, and innovate product offerings to meet evolving consumer preferences.

“As for upcoming launches in 2024, Cornitos plans to introduce new products and flavours that underscore our commitment to authenticity, flavour variety, and quality ingredients, catering to diverse consumer preferences,” Agarwal concludes.