Pringles Launches ‘Pop the Patakhe’ Campaign to Celebrate Diwali

For the millions of South Asians who celebrate Diwali – a festival of lights that lasts five days in October or November – a patakhe (firework) is a special sensory experience. 

A high-pitched streak of light, an audible pop, a second of anticipation, and a burst of sensation as colours light up the sky with a thrilling crackle. 

Those who enjoy Pringles® chips may also undergo a similar sensory experience. The familiar “POP” of the can lid, the anticipation of that first bite, then the burst of savoury sensation with the first crackling crunch from the chip. 

As Diwali approaches this year, Kellanova is looking to make that connection more pronounced by putting Pringles top-of-mind as a relevant, compatible snack for the South Asian community during the Festival of Lights. 

Working with the multicultural marketing agency Ethnicity Matters, a planned media and marketing campaign was created to promote Pringles to South Asian consumers. The campaign leverages the high video consumption habits amongst South Asians for a video-first approach, and uses targeted media channels – radio, TV, digital and social  – to generate awareness. 

The campaign aligns the joyous sounds of Diwali fireworks with the iconic “POP” of a Pringles can and the crackle of a chip bite. With the tagline “Pop the Patakhe, Pop the Pringles,” the ad will leverage the iconography – sounds and imagery – of fireworks to position the snack as a compatible part of the festival season. 

The new “Pop the Patakhe” campaign represents a broader effort by Pringles and Kellanova, to connect with the ethnic communities and new Canadians in relevant ways that evoke their experiences, traditions and nostalgia with new flavours to come next year. 

“We are excited to launch the ‘Pop the Patakhe’ campaign, which underscores our commitment to celebrating the rich cultural tapestry of the South Asian community during Diwali,” says ​​Nicole Gawen, Marketing & Wellbeing Vice President at Kellanova Canada. “This initiative is not just about promoting a snack; it’s about evoking cherished memories and seeing Pringles become a beloved part of festive celebrations for years to come.”

Pringles wishes everyone a Happy Diwali.