Cheetos Arabia wanted to produce 1 flavour instead of 3 to streamline production.

So we gave the fans of Cheetos an opportunity to select the one they want, and dump the other two; fans voted to keep the one they want. 

Since this was a digital campaign, we attacked the trend of users hashtagging anything and everything. We told people to put their hashtags to better use, like perhaps saving their favourite flavour.

VO in Films: #Ehsas (#Feeling)/#Nayem (#Sleeping) is completely useless in life, but these hashtags are not. Write one of them to save one of these.

(We led everyone to write #IndianFlaminHot, #ThaiFlaminHot or #MexicanFlaminHot on Facebook. Thereby voting for their favourite flavour.)

These videos were uploaded on the Cheetos Arabia Facebook page (along with other pre-rolls on youTube which directed to our FB page). We ran a contest online with quirky posts, leader-boards etc. egging people to save their flavour.