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Cheetos: Mischief is Back
Four years after vanishing from snack shelves and breaking the hearts of cheese lovers nationwide, Cheetos is officially back in Indonesia — dangerously cheesier and more mischievous than ever. Making a flavorful comeback in early 2025, PepsiCo has partnered with Leo Indonesia to reintroduce two all-time favorites: Cheese and Cheesy Roasted Corn, with a bold message: Mischief is back. The relaunch film is based on the idea of “Mischief: It’s a family thing”. The hor-com (horror-comedy) story begins with two unsuspecting teenage siblings in the midst of an intense horror movie when they are humorously surprised by a mysterious hand, which was later revealed to be Dad’s. His ulterior motive? To gain possession of his loved ones’ precious Cheetos. And just when he thinks that it’s all his now, it’s his turn to be on the receiving end of the mischief. The film, directed by Kiran Koshy and produced via Think Tank Nusantara, taps into Indonesians’ love for horror movies, but adds a twist of humour. Horror movies are dominating the Indonesian box office, with 60% of Indonesian productions employing the genre in 2024. By harnessing the power of pop culture, it aims to put Cheetos in the hands of Indonesian families, in the living room and beyond, by sparking mischief in every family bonding moment.
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