adgully » Lays

P9 Integrated amplifies ‘making of’ Lays World Cup Flavors campaign

Adgully Bureau — Thu, 24 Feb 2011 02:31:55 +0000

The world cup fever has caught on and with India winning the first match with a large margin, it has commenced on a very positive note. P9 Integrated, 360 degree entertainment marketing company, has handled the front loading of the Lay’s World Cup campaign, where the company has amplified the ‘making of’ Lays World Cup Flavors campaign across 28 channels and 11 websites.

The Lays Flavor World Cup 2011 campaign is an interesting campaign where Lays has introduced six new flavours. The Lays ads begin with teasers where Saif Ali Khan, the brand endorser questions ‘Dhoni’ about which team would win the World Cup this year and our Indian Cricket team captain answers all other teams except for India. This obviously irritates Saif who’s an ardent Indian cricket Fan. The final TVC introduces all the 6 different flavours and the opportunity for the contestants to Walk the Pitch in the coming World Cup.

Speaking exclusively to Adgully, Rajkumar Khatri, AVP – Branded Content, P9 Integrated elaborates more on the thought process behind it.

“In the first phase we created vignettes with behind the scenes footage and Artist bytes without revealing too much about the contest. These vignette were aired across news and Bollywood channels to build in the curiosity about the campaign. In the 2nd phase we created an AFP called Lays Flavour World Cup 2011. The show is based on cricket in a chat show format. Hosted by a known celeb ‘Aayushman’ and two cricket personalities – Robin Uttappa and Dinesh Kartik as guests, the show revolves around the coming world cup and talking about various teams in the world cup. The brand is well integrated in the concept of the show,” said Khatri

The show will have various segments ranging from chat to quiz section. The show will also have Saif talking about the 6 new flavours South African’s Peri Peri Sauce, England’s Grilled Cheese, India’s Magic Masala, Australia’s Heb ‘n’ Lime Twist , West Indies Hot and Sweet Chilli , Sri Lanka’s Sweet Onion Sauce and which one is his favorite and many such questions. Khatri further said, “Saif takes through the entire Walk the pitch contest where the consumer can taste all the 6 new flavours and vote for their favorite one and they will get to win many huge prizes out of which the biggest would be a few lucky winners will get to walk the pitch with the captain.” This AFP will appear on a GEC channel during weekend prime time.

The campaign has been doing well till date. The response has been positive and huge. Around an event like the World Cup, it is a great opportunity for brands to create hype. It is important for their campaigns to revolve around a fresh idea. Khatri also added, “It was a great opportunity to work with Lays on their Biggest campaign of the year.”

Speaking on new initiatives in the pipeline, Khatri said, “We are working on a similar campaign with one of HUL’s premium brands. We have conceptualized an amplification strategy keeping in mind their Target Audience and the content will be amplified on relevant channels – youth GEC & English. We are currently working on a lot of exciting project in the Branded Content space but will be able reveal more information in sometime.” | By Janees Antoo [janees(at)adgully.com]

Adgully Exclusive | Fact is funnier than fiction: Anuja Chauhan

Adgully Bureau — Thu, 28 Oct 2010 02:45:05 +0000

Advertising is a space which constrains you to write elaborately. When one has to constantly try and sell an idea in a line or a phrase, it is not easy. Long body copies are common but how much of creativity is one able to establish there? Anuja Chauhan a household name in the advertising world expresses a witty and a contemporary take on the Indian elections through her latest book, Battle for Bittora. The book is about a romance that develops and re-invokes itself in the backdrop of a Lok Sabha election. Her previous book, The Zoya Factor was a best seller and held its merit in its strong characters and her vivid imagery. It was a romantic comedy set in the extremely glam world of Indian cricket. Another unique and a connecting factor is how Chauhan glazes the dialogues with a combination of Hindi and English.

Anuja Chauhan has a rich experience of working in the creative space. Talking exclusively to Adgully, Chauhan commented on the evolution of the industry, “Well some of the changes are good and some are not good. I think there is lot more media. There is outsourcing and the whole viral space and internet. On the flip there seem to be a little too much strategy going on which is scary.”

Having been in the industry for seventeen years, Chauhan is known and held in high esteem for many memorable campaigns and phrases. Some of which include Pepsi Cola, India, “Yeh Dil Maange More”, “Mera Number kab Aayega”, “Nothing official about it” and “Oye Bubbly”, etc. Other catchphrases that has captured the minds and hearts of the masses alike and that she has worked on include Darr ke Aage jeet Hai for Mountain Dew, Tedha Hai par mera Hai for Kurkure, Be a Little Dillogical, for Lays Chips and KitKat Break Banta hai for Nestle Kitkat.

Anuja Chauhan

According to her there is a definite shift in the attitude from clients today. “Clients are braver now. I think it also depends on how the market is doing, when there is a lot of competition and if things are getting too tough, then they become braver. If everything is going on well, then they play safe. I think sometimes it is good news if horrible things are going on in your category, then the clients become more experimental,” she further said. Some of her personal favourite campaigns have been the ones associated with Kurkure, 7UP, Pepsi and Kit Kat.

One of the most major concerns prevailing in the industry today, according to her is the meager payment rates at the junior level. Chauhan said, “I think everyone is underpaid especially at the junior level. I think this is a big issue as far as Advertising is concerned. We are not getting the coolest kids who are now becoming Assistant Directors and going into Animation. Since the pay isn’t good, the youngsters are going for other options.”

At the moment Chauhan is on a sabbatical till December, during which she intends to do some screen plays and will work on adapting her latest book into a film. She also has another book in mind. “Although it’s too early to talk about it, I may this time write from a guy’s perspective,” she said. “Fact is sometimes so much funnier than fiction. Both my books were inspired in this manner,” she further added.

Chauhan was ranked 26th in the creative rankings 2010, a list of the hottest Executive Creative Directors in Asia-Pac. | By Janees Antoo [janees(at)adgully.com]

Now decide the flavour of your potato chips

Adgully Bureau — Thu, 29 Oct 2009 06:02:04 +0000

FritoLay India, the makers of Lay’s chips, have launched a campaign, where consumers will get the chance to decide the flavour of the potato chips.

Touted as the biggest campaign ever ‘Give Us Your Dillicious Flavour’ will give the consumer the opportunity to decide the next flavour of Lays’ potato chips.

In the first phase of an eight-month long engagement programme, consumers will send in their entries, suggesting flavours. Four winning flavours will be selected by a panel of judges – comprising Aditya Bal, celebrity chef; Anuja Chauhan, vice-president and executive creative director, JWT; and TSR Murala, director, research and development, PepsiCo India.

In the second phase, the four winning entries will be launched in the market and the eventual winner will be decided by consumers, who will vote for the best flavour.

While the four selected entries will each win Rs 5 lakh, the winning flavour, which will be launched by the end of May 2010, will fetch the entrant Rs 50 lakh and 1 per cent of the sales turnover.