MxMIndia

Tag: Lays

  • The campaign will see Ranbir Kapoor in humorous, playful situations that will give consumers a reason to go out of character for the love of Lay's

    Lays leans on ‘Love to love it’ in new campaign

    By A Correspondent

     

    Lays has unveiled a new campaign that celebrates the love for the great taste of Lay’s in a way that is edgy, humorous and will appeal to the Indian youth.

     

    The campaign idea for ‘Love to Love it’ is based on a simple but powerful snacking insight, that a delicious snack like Lay’s is tempting enough to trigger change in people’s demeanour, even if it be for a moment. It can make people act in uncharacteristic ways in order to get to their hands on a pack of Lay’s.The campaignunfolds through a series of exciting films featuringbrand ambassador Ranbir Kapoor,essaying offbeatandnever seen before characters. The campaignwill see Ranbir Kapoor in humorous, playful situations that will give consumers a reason to go out of character for the love of Lay’s.

     

    According to Partho Chakrabarti, Vice President, Snacks Category, PepsiCo India, “Our new campaign has been built on the insight of the basic human truth of how on seeing something tempting, one can do whatever necessary to get it; even if it means acting out of character. The campaign has been woven around the great taste of Lay’s, which triggers an intense urge in people to get the pack.The campaign highlights the fact that you just can’t help loving the great taste of Lay’s & hence the tagline ‘Love to Love It’.”

     

    Speaking about the creative thought behind the ad films, Babita Baruah, Senior Vice President and Head, PO1 Unit, J. Walter Thompson- Delhi said,“Love to love it is based on a simple truth. That you can’t help loving the great taste of Lay’s. The creative idea is about how you can go to any length to get your Lay’s. The films are a humorous take on the proposition, with Ranbir Kapoor in unexpected roles. There is an integrated campaign being developed on this idea.”

     

  • Indian music service Saavn has announced the launch of its new advertisement platform, Impact, which enables brands to identify, connect and engage with its users

    Saavn launches new ad platform

    By A Correspondent

     

    Indian music service Saavn has announced the launch of its new advertisement platform, Impact. This platform enables brands to identify, connect and engage with its 10.5 million users in India and across the globe.

     

    Impact is an innovative approach to digital and mobile advertising that gives brands 100 percent share-of-voice. Using Impact, brands get complete and exclusive access to all advertisement units on the Saavn web site and mobile apps for a set time period. These include Custom Skin, Web Display, Web Audio, Mobile Spotlight, Mobile Display, and Mobile Audio. Impact is a powerful model that allows brands to build positive associations with their products and services through music. The model has proven to create strong brand awareness, shape brand preferences and increase purchase consideration through undivided mindshare of listeners of Saavn across platforms.

     

    “In India, we all know that music plays an integral and meaningful part in every individual’s life. Impact is a powerful solution that enables the advertisers to build an emotional connection with their target audience during a passionate, social and engaging musical experience,” Vinodh Bhat, co-founder and CEO of Saavn, said. “The Saavn Impact model is based around engagement, curation and social sharing rather than the archaic click-through. Brands are able to measure ROI in meaningful ways, such as increases in perception, awareness, recall and purchase intent. The byproduct of our strong focus on the consumer experience is helping brands grow their businesses.”

     

    Some of the major brands utilizing Saavn to reach million of engaged users in India include: Samsung, Lay’s, Pantene, Pepsi, Nokia, Vodafone, Airtel, Hyundai, Domino’s Pizza, 7Up, Nielsen, MakeMyTrip, Max NewYork Life, Google Plus, Nokia, Vanish, Groupon, Intel and several others.

     

    Saavn delivers a comprehensive catalogue of Bollywood, Indian and regional South Asian music, licensed from more than 200 content providers. Saavn users can search, browse, and play a catalog of more than 1 million tracks; create and save their own playlists; and share their music tastes seamlessly via Facebook.

     

  • Mindshare brought to life the new Lays proposition of 'Pal Banaye Magical' through an interactive augmented reality activity

    Mindshare makes thousands experience Lays Magic with Saif

    By A Correspondent

     

    Imagine being in a television commercial of a major brand like Lays with a superstar like Saif Ali Khan with thousands others. Imagine all your friends liking and sharing the YouTube video of that commercial on Facebook.

     

    That’s exactly what Mindshare set out to do when they brought to life experientially the new Lays proposition of ‘Pal Banaye Magical’ through an interactive augmented reality activity. Augmented Reality adds new dimensions by letting users discover emerging technology whilst enhancing brand awareness through virtual reality game play within their own everyday life environment.

     

    A first inIndia, in terms of scale, the activity saw thousands of consumers dancing  virtually with the Lays brand ambassador Saif Ali Khan and saw their own projection in the ‘Pal Banaye Magical’ commercial on a giant screen – across several malls in Delhi and Chandigarh- making their moment truly magical!

     

    The Mindshare Dialect and Digital teams worked on the campaign in handling the activation and its digital amplification respectively. The icing on the cake was the consumer videos of the AR activity, made viral on social media platforms such as YouTube and Facebook by Mindshare Digital.

     

    Speaking about the concept, Rahul Thappa, Client Leader for Mindshare North India, said: “Augmented reality campaigns are an effective means of effectively engaging with the audience. This campaign provided an unforgettable experience for people present at the malls. The activation has helped us bring alive Lays new ‘Pal Banaye Magical’ proposition for consumers, the essence of the proposition being that Lays makes every moment magical!”

     

    The Augmented Reality experience was organized atNew Delhiand Gurgaon whereby more than a thousand consumers engaged with Lays and Saif. Such experiences provided the brand with the chance of interacting with consumers in an original manner.

     

    As a follow up, Lays is now engaging its consumers with another campaign fashioned around the IPL. Six big hitting cricketers have created six distinct flavours, and consumers have to associate the right cricketer with the right flavor. The entire engagement titled “Guess Whose Flavor” is driving participation to laysguesswhoseflavor.com

     

    Mindshare is a global media and marketing services network with billings in excess of $27.8 billion (source: RECMA). The network consists of 114 offices in 82 countries throughout the North America, Latin America, Europe, Middle East, and Asia Pacific, each dedicated to forging competitive marketing advantage for businesses and their brands.  Mindshare is a member of WPP, the world’s leading communications service group with $84.2bn in billings (source: RECMA), and is part of GroupM, the world’s leading full service media investment management operation, which was created by WPP Group to oversee its assets in this sector.