Gopal Snacks, a family-owned enterprise from Gujarat, entered India’s fiercely competitive snack market in 2022 with the launch of its wafer brand, Cristos.
Aiming to compete with global heavyweights like Lay’s, Doritos, and Pringles, Cristos was introduced as a bold challenger in the wafer segment. Jaydip Maheta, Head of Media and Communications at Gopal Snacks, highlighted the significance of wafers within the snack industry, explaining that while traditional snacks like gathiya or jhalmuri hold cultural importance, wafers enjoy universal appeal across different demographics.
Cristos, currently valued at INR 30 crore, offers a variety of flavors, including salted, ‘African Mint,’ and ‘Korean BBQ.’ In an effort to capture the attention of the urban youth, Gopal Snacks expanded its lineup with the introduction of the ‘Mexican Chilli’ flavor. This new variant quickly became the star of the brand’s first major marketing campaign, thanks to its strong performance in the market. The campaign, titled “The World of Mexican Chilling,” was conceptualized by Scarecrow M&C Saatchi and directed by Rajiv Rao of Nirvana Films.
To set Cristos apart in the crowded snack market, Scarecrow M&C Saatchi aimed to create a distinct brand identity that resonates with the emotions of relaxation and unwinding—an increasingly sought-after feeling among today’s urban youth. “With the rising pressures of daily life, the desire to just chill has become more prominent. We wanted Cristos to be synonymous with relaxation, a go-to snack whenever someone feels like taking it easy,” said Manish Bhatt, co-founder of the agency.
A key element of the campaign is Cristopher, the brand’s new mascot. Unlike the typical animated or illustrated mascots found in advertising, Cristopher is a live-action character brought to life by actor Pratik Motwani. Blending elements of English, Mexican, and regional languages like Gujarati and Marathi, Cristopher’s character is designed to be both relatable and entertaining. The choice to go with a human mascot was a strategic one, as Scarecrow M&C Saatchi wanted Cristos to stand out in the Indian advertising landscape, similar to how the Onida Devil did in the late 1980s.
To further enhance the brand’s appeal, the campaign features an anthem that encapsulates the vibrant essence of Mexican culture. Incorporating instruments like flamenco guitars, trumpets, and accordions, the song is crafted to evoke a fun and carefree vibe, perfect for the laid-back sessions Cristos aims to be a part of.
With its unique blend of quirky marketing, international flavors, and a relatable mascot, Cristos is positioning itself as a serious contender in India’s snack market. The campaign not only showcases the brand’s commitment to innovation but also taps into the evolving preferences of the urban youth, making Cristos a name to watch in the coming years.