MxMIndia

Tag: Lays

  • Partnership created by Leo Burnett South Asia

    Lay’s & Huemn collaborate

    Lay’s potato chips has teamed up with the fashion label Huemn to launch a limited-edition merchandise collection.

    Said Rajdeepak Das, CCO Publicis Groupe South Asia and Chairman Leo Burnett South Asia: “Lay’s is a brand that is part of culture and now with the Huemn partnership we will be a part of pop-culture. This is a great example of how we believe partnerships can create magic.”

    Added Saumya Rathor, Category Lead – Potato Chips, PepsiCo India, expressing her delight on this association: “At Lay’s, we’re always looking for innovative ways to bring joy to our consumers, and our collaboration with HUEMN is a perfect example of that. By drawing inspiration from Lay’s vibrant colors, we’ve created a unique merchandise collection that speaks directly to our Lay’s fandom. For the launch, we’ve introduced an element of surprise, transforming the simple act of snacking into an exciting treasure hunt. Partnering with HUEMN, we are delivering an experience that goes beyond traditional snacking. We can’t wait for our fans to discover these limited-edition pieces and make them a part of their everyday style.”

    Speaking on this Pranav Misra, Co-Founder, Huemn said: “As a brand, HUEMN has always championed wearable art that speaks to individualism and creativity. Inspired by the massive fandom surrounding Lay’s, this partnership is a celebration of the love and connection people have with their favourite potato chips. It’s about bringing the world of Lay’s and Huemn together, offering the community a chance to wear something that represents both comfort and the joy of snacking. Creating this together with an iconic brand like Lay’s has been an incredible experience for all of us. We’re excited to see our communities embracing this unique association.”

  • For its Kurkure, Lay's and Doritos brands

    Pepsico rolls out new TVC

    By Our Staff

     

    PepsiCo India has introduced a new TVC to celebrate the expansion of its Sizzlin’ Hot platform. This fiery TVC features the complete Sizzlin’ Hot range including Lay’s, Kurkure, and Doritos.

     

    Commenting on the Sizzlin’ Hot range expansion and launch of the TVC, Anshul Khanna, Vice President and Foods Category Head of India and South Asia, PepsiCo said: “Last year, we introduced one of our most successful global platforms, Sizzlin’ Hot in India and have witnessed an overwhelming response. As we approach the festive season, we’re thrilled to announce the expansion of the platform with localised flavours for the unique Indian spice palate across our beloved brands, including Lay’s Maxx, Kurkure, and Doritos Dinamita. The launch will be accompanied by a comprehensive 360-degree marketing campaign that is sure to get people to intrigued about the fiery range. We hope that consumers love this new range and continue to spice up their snacking occasions.”

     

    Added Vikram Pandey (Spiky), National Creative Director, Leo Burnett India: “The Sizzlin’ Hot flavour is available in 3 formats – Kurkure, Lays and Doritos. No matter which one you pick up, the fiery taste is likely to make you react in unexpected ways. From fiery exclamations to bizarre sounds, the execution of the TVC brings together a gamut of expressions in a way that you can’t help but watch it again. Pretty much like the product, that you can’t help but eat another.”

     

     

  • Creatives executed by Leo Burnett

    Saif is brand ambassador for Lay’s Gourmet

    By Our Staff

     

    Lay’s potato chips has roped in actor Saif Ali Khan as brand ambassador for its premium range slow-cooked kettle chips Lay’s Gourmet. A TVC showcasing Lay’s Gourmet chips as a flavour of the actor’s fine taste has been unveiled. He will continue to be a pivotal part of all future Lay’s Gourmet campaigns.

     

    Said Shailja Joshi, Director-Marketing, Potato Chips Category, PepsiCo India: “We are thrilled to welcome Saif once again as a member of the Lay’s family, this time as the face of our range of slow-cooked premium kettle chips, Lay’s Gourmet. His impeccable taste and refined choices in life make him the perfect partner to showcase the crafted experience of Lay’s Gourmet. Our new TV commercial seamlessly establishes this correlation as it gives a sneak peek into what actually defines Saif as the connoisseur of finer things. We’re confident that our fans will embrace him as the face of Lay’s Gourmet, just like they’ve been savouring the well-deserved experience and rich taste of these delightful chips.”

     

    Added Rajdeepak Das, CEO & Chief Creative Officer, South Asia, Leo Burnett: “When we think of royalty, we often associate it with opulence and grandeur. However, true royalty is characterized by a focus on quality and perfection, which is precisely what makes Lay’s Gourmet stand out. Crafted from fine ingredients, each chip is a testament to the pursuit of the best flavour and experience. And who better than the Nawab of Pataudi himself, Saif Ali Khan, who embodies the spirit of quality and sophistication, to bring alive the experience of Lays Gourmet.”

     

  • Campaign created by Leo Burnett

    Rajkummar Rao loves Lay’s in new TVC

    By Our Staff

     

    Lay’s potato chip brand has launched a TVC campaign featuring actor Rajkummar Rao. The ‘Ghar Par Lay’s Always’ campaign speaks to the consumers on the perils of not stocking-up Lay’s at home.

     

    Shailja Joshi, Director-Marketing, Potato Chips Category, PepsiCo India said: “At Lay’s, we are committed to infuse a sense of joy into our consumers’ lives and uplift their consumption experiences with our distinct offerings and relatable storytelling. Our newest TVC film for ‘Ghar Par Lay’s Always’ perfectly captures the central role that Lay’s plays during at-home occasions. We’re thrilled to have associated with Rajkummar Rao for this campaign and he has fantastically brought this messaging to life in the film. We hope that it will prompt Lay’s fans to always keep their favourite Lay’s well-stocked at home and experience fun uninterrupted.”

     

    Added Rajdeepak Das, CEO & Chief Creative Officer, Leo Burnett – South Asia: “Lay’s has always been the perfect snack partner and with this film we wanted to reiterate to the audiences to stock up their favourite Lay’s at home. With this hilariously exaggerated cautionary tale starring Rajkumar Rao, our film gives people a glimpse into the perils of not having ‘Ghar Par Lay’s Always’! If you don’t have Lays, anything can happen.”

     

  • Shehnaaz Gill, Hina Khan, Gauhar Khan to participate to do the special magic trick

    Lay’s Wafer spreads magic in latest campaign

    By Our Staff

     

     

    View this post on Instagram

     

    A post shared by Lay’s India (@lays_india)

    Lay’s has launched a unique digital campaign for its recently introduced thinnest range of chips – Lay’s Wafer Style. Aptly titled ‘#TheThinPossibleChip’, the campaign encourages fans to try fun and quirky magic tricks using the flavourful and light, Lay’s Wafer Style – a chip so thin and paper-like, that it disappears.

     

    Sharing her thoughts, Shailja Joshi, Director – Marketing, Potato Chips Category, PepsiCo India said:  “Lay’s Wafer Style is the thinnest chip from the house of Lay’s and we’ve received an overwhelming consumer response that has further encouraged to drive the messaging of the thin and light chip with #TheThinPossibleChip campaign. The digital campaign brings alive the unique attributes, especially the thinness of the chip in a fun and playful manner with celebrities and content creators performing illusions and making the Paper Thin, Wafer Thin chip disappear. With this campaign, we hope the magic of Lay’s Wafer Style continues to win hearts of many consumers across the country.”

     

  • Highlights in-home experiences for consumers with message 'Ghar Par Lay's, Always'

    Lay’s launches new TVC

    By Our Staff

     

    Lay’s chips has launched a new TVC with actor Ishaan Khatter. It highlights the message of ‘Ghar Par Lay’s, Always!’ The brand has introduced these new packs in line with the continued demand and relevance of in-home experiences for consumers across the country.

     

    Speaking about the new launch and the TVC, Ishaan Khatter said: “Lay’s has been etched in my memory since childhood. It is the go-to snack when hanging out with friends or family & the new ‘@ Home’ packs further solidify that feeling. I hope the fans enjoy the TVC and also ensure that they have ‘Ghar Par Lay’s, Always!’”.

     

    Sharing his thoughts, Anshul Khanna, Senior Director, Marketing – Foods, PepsiCo India added: “We at Lay’s continue to be laser-focused on elevating everyday moments in the lives of our consumers. Our latest campaign, ‘Ghar Par Lay’s, Always!’ captures the many in-home moments that people are experiencing today – be it working from home or hanging out with friends. Through our first-ever association with Ishaan Khatter – who represents the spirit of the youth today, we aim to deepen our consumer connect through the relatable moments captured in the TVC. We sincerely hope consumers enjoy these newly-launched, special in-home packs and make them a part of their experiences”.

     

    Added Ritu Nakra, WPP Lead – PepsiCo Foods at Wunderman Thompson: “Right now, the world is at home. Be it remote working, watching a movie or two, hanging out with friends, weekend outings – we are doing all this and more in the comfort of our own homes. And it’s only fair to make these occasions more joyous and delightful by making India’s most loved snack brand – Lay’s – an integral part of our ‘at home’ lifestyle. As our spots say ‘Ghar Par Lay’s, Always!’”.

     

  • The TVCs feature Kurkure’s brand ambassador Akshay Kumar and Lay’s brand ambassador Ranbir Kapoor were launched promoting the initiative

    Kurkure & Lay’s kick off festive season campaign with AK & RK

    By A Correspondent

     

    Ahead of the upcoming festive season, Kurkure, has launched two campaigns. The campaigns promote an initiative with Airtel offering a special digital experience for all its prepaid customers. The TVCs feature Kurkure’s brand ambassador Akshay Kumar and Lay’s brand ambassador Ranbir Kapoor were launched promoting the initiative.

     

    Said Shashwat Sharma, Chief Marketing Officer, Bharti Airtel said: “At Airtel, we are obsessed about offering our customers the best network experience. We are thrilled to partner with PepsiCo India to help all their customers experience our award winning 4G data services. This also gives us the opportunity to reward our loyal customers with complimentary data and unlock a world of digital experiences on Airtel Thanks when they buy their favourite packet of snack.”

     

    Added Ritu Nakra, WPP Lead – PepsiCo Foods, India: “In the last few months we have truly understood the value of connecting with our friends and family. Keeping this in mind, the creative team at Wunderman Thompson developed the campaign idea for Lay’s which depicts that the answer to all your questions lies inside a Lay’s pack. Similarly, for Kurkure, the creative thought stemmed from the fact that everyone in the family is having chatpata fun in the kitchen with recipes. The integrated campaign developed by the WPP team at MS, VML and WT, brings this idea alive on this special initiative.”

     

    Said Dilen Gandhi, Senior Director and Category Head – Foods, PepsiCo India: “The ‘new normal’ has catapulted everyone into a more digital world than ever before. At PepsiCo India, as part of our digital first approach, we follow evolving digital trends and develop matching strategies. Our insights showed us that consumers are enjoying our products and seeking convenience while working and watching content at home. The special initiative with Airtel is therefore is perfect fit that will further compliment in-home experience of consumers. With festive season kicking in, the initiative, truly emphasize the importance of staying connected with friends and family.”

     

    The integrated campaign was developed by the WPP team at Mindshare, VML and Wunderman Thompson.

     

     

  • Flipkart, Dunzo, Whisper, Cadbury, Vistara and others respond to the Lay’s Heartwork initiative in a fun, never-seen-before engagement

    Lay’s joins hands with top brands to thank unsung heroes

    By A Correspondent

     

    Leading potato chip brand Lay’s has launched a campaign to express gratitude towards the unsung heroes of India who have brought joy to millions even in these challenging times. Titled #HEARTWORK, the brand got partners across industry like Flipkart, Zomato, Dunzo, Swiggy and Whisper to join it in paying tribute.

     

    Expressing his thoughts, Dilen Gandhi, Senior Director and Category Head – Foods, PepsiCo India said: “At the beginning of this month, we launched a campaign – #Heartwork to thank farmers, truck drivers, retailers, and many more unsung heroes who have brought joy to millions. Maintaining the chain of gratitude, we reached out to leading companies and brands such as Flipkart, Tide, Vistara, Kia and Cadbury and many more, with a customised virtual pack to express our gratitude for their #Heartwork. At the time when consumers couldn’t step out, the unsung heroes played an essential role in providing products & services every day across the country. Their tireless hard work is indeed Heartwork. We hope this will inspire many more brands join this journey and appreciate these unseen heroes.”

     

     

  • The campaign brings Alia Bhatt and Ranbir Kapoor to the screen together

    Lay’s unveils #SmileDekeDekho ad campaign

    By A Correspondent

     

    Lay’s has launched its latest series of TVCs for the ‘Smile Deke Dekho’ campaign featuring actors Ranbir Kapoor and Alia Bhatt. The TVCs capture how smile is a universal language and sharing a pack of Lay’S chips with a smile can help build connections effortlessly.

     

    Said Dilen Gandhi, Senior Director, Marketing – Foods Category, PepsiCo India: “Lay’s Smile Deke Dekho is based on a simple premise that just like a smile, a pack of Lay’s can build connections between people. And when you combine a smile and Lay’s the results are magical. To tell these stories we have brought together two of India’s best actors – Alia and Ranbir – for the first time on screen together for a series of stories told by one of India’s foremost filmmakers – Dibakar Banerjee. These stories are just the latest chapter in the brand’s two-decade history of building connections. And judging by the response we are getting on social media, one of our best yet.”

     

    Added Senthil Kumar, Chief Creative Officer, Wunderman Thompson, India: “In this emoticon crazy world, we wanted to give actual emoting a chance. Our device – the most beautiful emotion ever – a smile. We asked the country to try sharing theirs and that resulted in #SmileDekeDekho. The journey started with packaging design – giving each flavor the smile that went best with it. Then we went live with spots featuring Bollywood heartthrobs Alia Bhatt and Ranbir Kapoor – casting them in TVCs as strangers, acquaintances and as a couple – where they taught the country how to use the packs. Slotted for right after – we’re going live on mobile screens across the country – giving those hooked to it, reason enough to look up, and share a smile with the lovely people around them. Just how? You’ll know when it happens, keep watching the series of TVCs on the campaign.”

     

  • Cricketer Yuvraj Singh is seen shaking a leg, in this own style, on social media

    Lay’s introduces its ‘Wavez4India’ challenge on TikTok

    By A Correspondent

     

    Lay’s has introduced a ‘Wavez4India’ challenge on TikTok, which was brought to life by cricketer Yuvraj Singh. Singh is seen shaking a leg on social media urging his fans to join in the fun while creating a ‘Wavez4India’ step.

     

    Said Dilen Gandhi, Sr Director – Marketing, Foods Category, PepsiCo India: “Lay’s has always captured the pulse of the youth and resonated with the trends of the season. Lay’s Wavez is our latest offering which intends to create playful moments with friends with its unique shape and appetising flavour. The idea behind associating with TikTok for ‘Wavez4India’ challenge is to give the Indian youth an opportunity to participate in innovative experiences and simultaneously have fun while they enjoy their favourite snack. It’s wonderful to have celebrities like Yuvraj Singh and Shakti Mohan participate in this challenge and we are confident that their followers will have as much fun executing the challenge, as we had conceptualising it.”

     

     

  • The new campaign reiterates importance of immersing in the real moments and enjoying the different flavours of life

    Lay’s launches second phase of ‘The Real Flavours of Life’

    By A Correspondent

     

    Following the launch of its campaign in 2018, Lay’s has launched the second phase of its campaign, ‘The Real Flavours of Life’.

     

    Said Dilen Gandhi, Marketing Director, Western Snacks Category, PepsiCo India: “Having launched the campaign last year successfully, it is extremely encouraging to see ‘The Real Flavours of Life’, that carries a powerful message, find resonance amongst the consumers. We hope that with the second phase of the campaign, Lay’s continues to nudge people towards celebrating moments, high and alive. With this campaign we are proud to have channelized the energies of youth to enjoy the real flavours of life.”

     

    Added Senthil Kumar, Chief Creative Officer, J Walter Thompson India: “We wanted to draw the youngsters’ attention away from the virtual to the real in a young, light and ‘Lay’s’ way. And it makes me extremely proud to see that our campaign ‘The Real flavours of Life’ found wide acceptance amongst the youth last year.  With the second ad in the series going live, we wish to keep the momentum going and make more youngsters realise the importance of immersing in the real.”

     

     

  • The film serves as an encouragement for all youngsters to look up from their screens and tune into the real moments of life

    Lay’s encourages people to immerse themselves in real-time experiences

    By A Correspondent

     

    Lay’s has taken its proposition of ‘The Real Flavours of Life’ a step further with a new film on Friendship Day called College Canteen + No Network = #RealFlavoursOfLife. The film serves as an encouragement for all youngsters to look up from their screens and tune into the real moments of life.

     

    Talking about the film, Dilen Gandhi, Marketing Director, Western Snacks Category, PepsiCo India, said:“Experience is the new social currency for the youth today. That’s why they are busy showcasing the experience and sometimes miss living it fully. With this film we aim to encourage people to tune out for a bit, look up from their phone screens and feel the moments they are living in. Life after all is in the little moment of happiness, togetherness and so much more that Lay’s stands for.”