Popeyes India has announced actor Rashmika Mandanna as its brand ambassador to coincide with the launch of its first television campaign in South India. The move is a significant step in the brand’s ongoing efforts to strengthen its presence in the country, especially in the southern market, which currently serves as its largest base.
Rashmika Mandanna joins Popeyes India as brand ambassador; Launched first TV campaign in South market
The campaign, titled ‘Boring vs. Bold’, highlights the brand’s Louisiana-style Cajun flavor profile and positions its offering as a distinct option within the fried chicken segment. The campaign rollout focuses on South India, where Popeyes has been steadily expanding its footprint. Operated by Jubilant Foodworks Limited in India, the brand currently runs 48 outlets in the region. This makes the southern market a key area of growth, leading the company to invest in targeted marketing and celebrity-led outreach.
Starring Rashmika Mandanna, the campaign aims to connect with the young audience by linking her public persona with the brand positioning. The collaboration with Mandanna, known for her popularity in South Indian cinema and Hindi films, is expected to increase visibility and engagement among a wide consumer base.
Commenting on the development, Vibhor Gupta, Executive Vice President and Business Head, Popeyes India, said, “This campaign marks an important milestone in the journey of Popeyes India. As we continue to build the brand in India, our focus remains on bold flavors and clear differentiation rooted in a youthful vibe. This campaign reflects how consumers experience Popeyes today, bold in taste, young in spirit and distinctly distinct.”
Rashmika Mandanna also shared her thoughts on the collaboration, saying, “I have always been someone who chooses what I find exciting and true to me, be it the roles I take or small everyday decisions. I think this extends to food too. I’m happy to partner with Popeyes as their brand ambassador because it’s all about choosing the bold instead of the boring and enjoying flavors that are truly different.”
The campaign will be supported by a 360-degree marketing strategy across television and digital platforms in South India, with plans to expand to other regions in phases.
Globally, Popeyes is known for its Louisiana-style fried chicken, prepared using a 12-hour marination process with Cajun spices. In India, its menu includes a mix of chicken-based offerings as well as vegetarian options, catering to different consumer preferences.
