Popeyes India has announced the appointment of actor Rashmika Mandanna as its brand ambassador, alongside the launch of a new integrated campaign titled ‘Boring vs Bold’, aimed at reinforcing its differentiated positioning in the fried chicken segment.
The campaign, built around the tagline “Boring Hatao. Bold Ko Laao,” highlights the brand’s Louisiana-style flavour profile as a distinct alternative to conventional fried chicken offerings. Initially rolled out across South India through television and digital platforms, the campaign is expected to expand to other regions in a phased manner.
Operated in India by Jubilant FoodWorks, the quick-service restaurant chain currently has a strong presence in southern markets, with 48 outlets in the region. The latest campaign is targeted at younger consumers, aligning with the brand’s focus on bold taste and a youthful identity.
Commenting on the development, Vibhor Gupta, Executive Vice President and Business Head, Popeyes India, said the initiative marks a key step in strengthening the brand’s positioning in the country. He noted that the campaign reflects how consumers increasingly associate Popeyes with distinctive flavours and a vibrant brand personality.
Sharing her association with the brand, Mandana said the campaign resonates with her personal choices, emphasizing individuality and a preference for bold, standout experiences.
Globally, Popeyes is known for its Louisiana-inspired menu, including its signature chicken sandwiches, wings, and a range of vegetarian options, as it continues to expand its footprint in the Indian quick-service restaurant market.