South India Snack Launch

ITC's Wowzers needed to enter South India as a new youth snack brand for Gen Z and young family audiences. The campaign focused on Kerala and Tamil Nadu, where snack culture, campus energy, tea-stall conversations, memes, and local humour could shape early brand perception.

A new snack brand has to become cool before it becomes habitual. The challenge was to create relevance quickly in markets where regional language, humour, and local formats matter.

Cloutflow positioned Wowzers as the new cool snack by combining youth-first environments with regional creator formats. The strategy focused on college campuses, tea stalls, local influencers, and creators with strong youth appeal.

The influencer mix included comedy and mimicry creators in Malayalam and Tamil. Content formats included snack hacks, dorm-room snack culture, street-food energy, trendy memes, and creator-led short-form reels.

The campaign gave Wowzers a culturally fluent launch language in Kerala and Tamil Nadu. The product was not introduced as another snack; it was placed inside youth behaviour and local humour.