India – This festive season, Krispy Kreme teams up with Social Panga and Yellow Shutter, to celebrate the moments that make up Gen Z’s social lives, from the big occasions to the smaller, everyday ones that often become just as memorable. The film makes nostalgia the hero, while Krispy Kreme’s Chocolate Iced Glazed doughnuts feature as the highlight of every festive celebration among a group of friends, capturing the little moments, shared rituals and spontaneous memories that make celebrations with friends truly memorable.
Rooted in nostalgia, the film reflects the way Gen Z experiences and remembers celebrations today. Rather than focusing only on the big festive moments, it finds emotion in the seemingly ordinary ones that end up becoming the memories people return to. The camera roll, used as a creative device, becomes a window into these experiences, moving between different moments and memories and bringing alive a simple thought: there’s a doughnut for every moment -small or big.
“Life is really a collection of little moments, some planned, most not. And somehow, the best ones usually involve good company and something worth sharing. With this film, we wanted to celebrate those festive moments, with Krispy Kreme doing what it has always done best, adding a little joy along the way,” comments Gaurav Arora, Co-founder, Social Panga.
“What used to live in our scrapbooks now lives in our phone galleries. A collection of familiar faces, places, and moments, both big and small. And as you scroll through them, you realise joy has a funny way of coming back around. Sometimes it’s the people. Sometimes it’s the place. And sometimes, it’s the doughnut. With #ThisOneStays, we wanted to capture Krispy Kreme as one of those familiar little constants, popping up across different moments in our lives and adding a little sweetness along the way,” says Rohit Singh, Senior Creative Director, Social Panga, on the campaign.
“Gen Z is redefining how they experience brands, placing greater value on shared experiences, self-expression and the small rituals that make everyday moments memorable. At Krispy Kreme, we see an opportunity to be part of these moments in a way that goes beyond the product. This campaign is about creating experiences that feel relevant, spontaneous and shareable, while building a deeper emotional connection with a generation that values not just what they consume, but how it makes them feel.” adds Gokul Kandhi, COO, Curefoods.
Through the campaign, Krispy Kreme looks to move beyond primarily being a treat-associated brand and be associated with celebrations and become a more familiar companion across different moments. The Chocolate doughnut collection sits at the center of this idea, a familiar favorite that can belong just as naturally at a festive gathering as it can during a catch-up with a friend, a spontaneous plan or a moment of personal indulgence. The ending reinforces the film’s central thought: while festive celebrations may change from year to year, the people, little rituals and shared moments are what stay with us.
With this film, Krispy Kreme taps into a distinctly Gen Z way of experiencing life and nostalgia, through camera rolls filled not only with milestone celebrations, but also with the everyday moments in between that always stay with us, just like the taste of doughnuts shared in these special moments, bringing alive the campaign thought #ThisOneStays.
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