Footage Mat Kha! Lay's draws attention away from the virtual
Digital revolution has taken the world by storm, creating a quintessential need, amongst youth, to ‘always’ stay connected to the virtual world. The eagerness to post simple moments ‘on social’, often adulterates the pleasure of living the real experiences of life. Taking cues from the lifestyle trends, Lay’s brand campaign, ‘The Real Flavours of Life’ continues to strike a chord with ‘living the magic of now’.
Following the success of the campaign, in 2018, that pulsated through the country across media platforms, Lay’s, today, launched the second phase of its campaign, ‘The Real Flavours of Life’. Analogous to the varied flavours of life, Lay’s promises to bring alive celebratory moments, that come packed with fun, emotions, surprises and much more.
Sharing his thoughts on the campaign, Mr. Dilen Gandhi, Marketing Director, Western Snacks Category, PepsiCo India, said, “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.”
The new campaign, reinvigorates the concept of living every experience in its entirety, be it, soaking oneself in a blissful yet, fulfilling act of a community painting project. In the film, a group of friends is seen painting walls, and while everyone is a part of the project, one of the friends is engrossed in taking selfies on his smartphone. Alarmed at not being present in the moment, the friend tries to win over the ‘Selfie King’s’ attention by passing on a packet of Lay’s. The film concludes with the phrase “Lay’s khaa aur life ke real maze utha”.
“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”, says Senthil Kumar, Chief Creative Officer, J Walter Thompson India.
Creative Agency: J. Walter Thompson
- Managing Partner: Varun Channa
- Business Head: Ritu Nakra
- National Planning Director: Mythili Chandrasekar
- Chief Creative Officer: Senthil Kumar
- VP & Executive Creative Director: Sumati Singh
- VP & Associate ECD: Amitav Misra
- Sr. Account Director: Rajat Das
- Planning Director: Neha Sharma
Production House: Ten Films
- Director: Raylin Valles
- Executive Producer: Shouvik Basu