How can a brand ride on niche gaming culture in India?

Doritos was creating a series of new campaigns focusing on gamers in multiple markets across the globe. India is one of their newer markets and one that felt quite different others in terms of its gaming culture.

We partnered with FWD, Doritos’ global agency to figure out how the brand can leverage India’s emerging gaming culture. We met professional gamers, hobby gamers and casual gamers in Design Thinking Labs across Bangalore and Delhi. The fodder for these labs included mock ups of various gaming initiatives and campaigns, as well as the anecdotal experiences of the gamers we met.

Our biggest learning was that gaming in India still feels at a great distance from its global culture and communities – much like watching MTV felt in India during the 90s. That said, the opportunity to help India leap-frog this distance (as it always does!) is undeniable for a brand that is invested.

Image Credit:
AFK Gaming