Popeyes India Taps Rashmika Mandanna for Its First-Ever TV Campaign

Marking a major step in its brand-building journey in India, Popeyes India has introduced its first television campaign in South India. The campaign features actor Rashmika Mandanna as the brand ambassador for India and centres on showcasing the brand’s distinctive flavour profiles.

Operated in India by Jubilant FoodWorks, Popeyes currently runs 48 outlets across South India, making it the brand’s largest regional market. The campaign is being rolled out primarily in this region with plans for a phased national expansion in the coming months.

Anchored in the message “Boring Hatao. Bold Ko Laao.”, the campaign positions Popeyes as a compelling alternative to conventional fried chicken offerings by emphasising its Louisiana Cajun inspired flavours. The initiative aligns with a broader trend in the quick service restaurant segment, where brands are prioritising strong differentiation and high recall through mass media.

Vibhor Gupta, Executive Vice President & Business Head of Popeyes India, said, “This campaign marks an important milestone in Popeyes India’s journey. As we continue to build the brand in India, our focus remains on clear differentiation rooted in bold flavours and a youthful vibe. The campaign reflects how consumers experience Popeyes today - bold in flavour, youthful in spirit and unmistakably distinctive.”

Featuring Rashmika Mandanna reflects the brand’s emphasis on engaging younger audiences, especially in South India where she commands strong regional appeal. Her association is intended to enhance cultural relevance and deepen the brand’s connection with Gen Z and millennial consumers.

Rashmika Mandanna said, “I’ve always been someone who chooses what feels exciting and true to me, whether it’s the roles I take on or the little everyday decisions. I think that carries into food as well. I am happy to partner with Popeyes as their brand ambassador as it’s all about choosing bold over boring and enjoying flavours that really stand out.”

Backed by a comprehensive 360-degree media mix spanning television and digital platforms, the campaign signals a growing shift towards integrated marketing strategies in India’s QSR sector. This development comes at a time when brands are increasingly prioritising region focused campaigns to build scale before expanding nationally.

Globally, Popeyes is recognised for its Louisiana-inspired preparation methods, including a 12-hour marination process and hand-battered cooking techniques. In India, its menu features offerings such as the Chicken Sandwich, Signature Fried Chicken, Chicken Wings with global flavours, Boneless Chicken, the Hot & Messy range, along with a selection of vegetarian options.

The latest campaign highlights Popeyes India’s strategic focus on deepening its presence in strong regional markets, while leveraging celebrity-led communication and distinct product positioning to compete in India’s expanding fried chicken segment.