A pack of Lay’s has become a more meaningful moment of enjoyment: Shailja Joshi

The latest campaign of PepsiCo’s brand Lay’s – titled ‘#Heartwork’ – is an emotional ode to each hero in the supply chain, who works relentlessly against all odds to ensure Lay’s brings joy to millions across the country.

Conceptualised by Wunderman Thompson, in a heartfelt manner, the film showcases that all around us one sees people, who despite the tough times, have kept going about their jobs, without seeking praise or pat on their backs, these people have become harbingers of joy to millions. With this film, the brand extends its sincere appreciation and gratitude to unseen heroes, including farmers, factory workers, truck drivers, distributors, sales force, retailers, and delivery executives on behalf of the company and every consumer who enjoys Lay’s.

The new film follows Lay’s last successful campaign with brand ambassadors Alia Bhatt and Ranbir Kapoor in October 2019. The #HEARTWORK campaign debuts with television spots this week. This will be followed by a longer version of the film on digital media.

Several people are involved in producing a single packet of Lay’s chips – right from the farmers who grow the potatoes, to the people in the factory, distributors and retailers. During the lockdown, all these activities have especially become difficult since there are restrictions on the distribution and social distancing is being maintained. To thank the hard work and love put in it by all those who are involved in the production of a Lay’s packet and getting it to people who love it so much – that’s the key thought behind the #HEARTWORK campaign.

The film is a montage of all these people and also the end consumer who loves eating the chips. The video is backed by an uplifting song – “Ye HeartWork Kehlata Hai.”

Commenting on the campaign, Ritu Nakra, WPP India Lead – PepsiCo Foods, said, “#Heartwork is our latest endeavour acknowledging the tireless spirit of all the people who are behind the scenes, who have ensured the uninterrupted supply of Lay’s to the consumers. This community spirit inspired Team WPP to create a warm and touching story of deep gratitude. Lay’s helps build and celebrate connections, and with this film, we expand the narrative of heartfelt connections to the unsung heroes.”

In an interview with Adgully, Shailja Joshi, Associate Director - Potato Chips Category, PepsiCo India, talks about the idea behind #HEARTWORK, shares some campaign details and talks about the challenges faced in production and distribution during COVID-19 times.

Thanking all the people who are a part of Lay's lifecycle – how did this idea come about?

In the current times, we see people around us, who despite the present situation, have kept going about their jobs, without seeking praise or a pat on their backs, bringing joy to millions in the process. While as a community we have expressed gratitude – and rightfully so – for many of those fighting the pandemic directly, the role played by these multitudes is no less important. Through #heartwork, Lay’s proudly expresses gratitude for these unsung heroes who comprise our value chain – farmers, factory workers, truck drivers, distributors, salesmen, delivery executives and shopkeepers. And through highlighting their stories, we are thanking all those engaged in similar ‘heartwork’ for those millions of products that magically appear on the shelves day after day, despite the unprecedented challenges.

What was the creative brief given to the agency?

In times such as these, continuing to do your ordinary work in order to make someone else happy becomes an act of extraordinary bravery. The brief to Wunderman Thompson was to celebrate the Lay’s family who have worked through this crisis and continued to bring smiles to many in this process.

Why name the campaign ‘#HEARTWORK’?

We felt that all the hard work that’s ordinarily undertaken has assumed disproportionate importance at a time like this – when a pack of Lay’s isn’t just a snack, but a more meaningful moment of enjoyment that signifies a measure of normalcy, familiarity and of course joy. Therefore, the idea was simple – the hard work done to bring smiles even in very difficult circumstances is nothing less than #heartwork, done from the heart for bringing joy to another.

How was the shooting done amid the lockdown and social distancing?

The teams repurposed the footage of our farms, factories, and warehouses that we had shot before the lockdown. Used creatively, it helped us say exactly what we wanted.

The shorter version narrates a complete story. What was the need for coming up with a longer version for digital? Could you give us a preview of what the longer version will entail?

Great stories deserve all the time that they can get. And this one is as great as they come. The long form really helps us to do justice to the #Heartwork that is put in to get every pack of Lay’s all the way from the farm to your fingers.

How did PepsiCo manage to keep the supply chain active during the lockdown period? What were the challenges faced?

Lay’s has always been a front-runner in supporting and caring for all members of its community. While there are many challenges faced by the supply chain, the fact that they went on with their jobs, brining joy to millions of consumers across the country, inspired us to create an ode for them. In India, Lay’s is proud to work with over 24,000 farmers, 4,300 factory workers, 2,400 distributors, 6.5 lakh retailers, and 5,000 sales staff, who are delivering joy across the country each day.

What’s your strategy to keep the consumer engaged in the current scenario? How is PepsiCo leveraging digital?

At PepsiCo, we have always believed in keeping a close eye on evolving trends of consumer behaviour and redefining our brand strategies accordingly. At this time, we are doing it more actively so that we can connect with our consumers where it matters the most – whether it is digital or any other medium.

As India exits the lockdown phase, how is PepsiCo planning to move ahead in the new normal?

The pandemic has given rise to a ‘new-normal’ world. Due to change in consumer lifestyle and behaviour, one can anticipate a continued surge in purchase of essential goods, with an increased focus on food and beverages. Businesses will continue to operate through innovative strategies to ensure that consumers can access their favourite products.

We are maintaining a close look out on consumer behaviour to be better prepared in a post-COVID-19 world. Safety of our teams across the supply chain is of utmost priority. We are following all Government regulations and norms pertaining to social distancing at the workplace, including ensuring adequate distance between employees, frequent sanitization of high-contact surfaces, etc.

Also, we recently tied up with Swiggy and Dunzo for exclusive Lay’s and Kurkure e-stores. With social distancing becoming the new normal, consumers are increasingly preferring to stay indoors. Thereby, it is most imperative for businesses to enhance their Direct to Customer (D2C) channels.