New campaign brings together distinct personalities, quirky snacking habits and the
bonds that make every friend group special
Through relatable characters and a catchy musical narrative, Lotte PEPERO
celebrates individuality and the joy of belonging
Chennai, 22 October, 2026: Every friend group has its own characters. Different in their habits,
personalities and preferences, they somehow fit together perfectly. Celebrating these familiar
dynamics, Lotte India brings the spirit of friendship to life through its PEPERO campaign, ‘We Are
All PEPEROs’, turning everyday snacking quirks into a playful expression of individuality and
togetherness.
Campaign film link: https://youtu.be/KHpoEVhGlQA
Built around the insight that young people find a sense of belonging in their own circles of friends,
the campaign draws a parallel between the many personalities in a friend group and the different
ways of enjoying PEPERO, Lotte’s choco-coated biscuit sticks. Conceptualised by Dentsu Creative,
the campaign turns these everyday preferences into a playful expression of individuality and
togetherness. It celebrates the idea that being part of a group does not mean being the same. It is
the differences that make every circle distinctive, memorable and fun.
At the centre of the campaign is a vibrant, 65-second film that opens with a simple question: “Who
are these PEPEROs?” Set to a catchy musical track, the film introduces a range of distinct
personalities through their individual PEPERO-eating habits. Some prefer to start with the biscuit,
saving the choco coating for later, while others go straight for the choco coating. Some enjoy their
PEPERO all at once, while others savour every bite. Each habit becomes a playful identifier, making
it easy to recognise the familiar characters within one’s own circle of friends. The film builds
towards a shared refrain, bringing these different personalities together under one thought: We
Are All PEPEROs!
By placing PEPERO at the heart of these familiar moments, Lotte India connects the brand with the
spontaneous interactions, shared laughter and sense of belonging that define young friendships.
With ‘We Are All PEPEROs’, Lotte PEPERO builds on the idea that individuality and togetherness can
go hand in hand. Rather than asking everyone to fit the same mould, the campaign celebrates the
personalities that make each friend group its own. It also brings a playful dimension to the PEPERO
snacking experience, positioning the product as a natural part of the moments friends share.
Ms. Rachna Anbumani, Vice President and Head of Marketing, Lotte India Corporation Private
Limited, said, “Our brief was clear. We wanted our campaign to introduce new audiences to
PEPERO, making it an integral part of their friends’ gang. With relatable situations built around our
ethos of friendship, love and sharing, we believe we have a film that brings ‘We Are All PEPEROs’ to
life.”
Indrajeet Mookherjee, President – Integrated Client Management, Dentsu added, “Here’s a film
that sings its way into conversations. Centered around honest human connection, each situation
leaves you thinking, ‘Hey, I know a friend like that!’ That’s what we want people to think of when
they open a pack of PEPERO”.
The campaign is live across television, YouTube and social media platforms, introducing PEPERO to
young consumers through a mix of music, relatable characters and everyday friendship moments.
Different quirks. Different personalities. One shared bond. We Are All PEPEROs!
About LOTTE India: LOTTE India Corporation Private Limited entered the Indian market post the
takeover of Parrys Confectionery from Murugappa Group in 2004. LOTTE Wellfood Co., Ltd
(formerly LOTTE Confectionery), the parent company of LOTTE India is part of the Korean
conglomerate, LOTTE Corporation. The company is a respectable player in the confectionery space
with strong brands like Coffy Bite, Coconut Punch, Caramilk, Lacto King, Joee, Lolly Bliss and Eclairs.
With 24 CFAs and 4 regional offices, LOTTE India’s products reach out to over a million retail outlets
through 2000+ distributors spread across the country. Apart from the two state-of-the-art, fully
automated Choco Pie manufacturing facilities in Chennai and Rohtak, LOTTE India has its own
confectionery manufacturing unit in Nellikuppam (near Pondicherry). Additionally, the company
outsources its confectionery manufacture to seven other units spread across India. LOTTE India
aspires to achieve leadership status in all categories it operates in.