Popeyes India has appointed Rashmika Mandanna as its brand ambassador and launched a new campaign titled BORING vs BOLD, taking direct aim at conventional fried chicken with the rallying call: Boring Hatao. Bold Ko Laao.
The television and digital campaign, currently live in South India, positions Popeyes’ Louisiana-inspired fried chicken as the flavourful alternative to a predictable category. The choice of market is deliberate – Jubilant FoodWorks currently operates 48 Popeyes restaurants across South India, making it the brand’s most established geography in the country. A national rollout is planned in phases over the coming months.
Rashmika, who hails from Karnataka and commands a loyal following across South Indian and Hindi cinema, is a natural fit for a campaign built around boldness and individuality. Her pan-India appeal also gives Popeyes room to scale the campaign nationally without rethinking its face.
Vibhor Gupta, Executive Vice President and Business Head of Popeyes India, said the campaign is rooted in clear differentiation – bold flavours, a youthful energy, and a personality distinctive enough to carve real space in a crowded quick-service restaurant market.
Rashmika framed the partnership as an extension of how she approaches choices broadly – favouring what feels exciting and authentic over the safe and familiar.
Globally, Popeyes is known for its Louisiana-style menu spanning chicken sandwiches, wings, boneless chicken, and vegetarian options – a range it is now working to make meaningfully resonant for Indian consumers.
