Lay's adds a spark of mischief with the launch of its new campaign
India’s leading potato chip brand, Lay’s, from PepsiCo India is all set to celebrate the ‘prankster’ in all of us with the launch of its new campaign featuring brand ambassador Saif Ali Khan. Lay’s recently introduced two new international flavours as part of their portfolio- Lay’s French Salt & Cracked Pepper and Lay’s Chile Limon. The stimulating sharp taste of Lay’s Chile Limon is a great combination of chilli and lemon flavours, much loved by Indian consumers. Chile Limon experience is such a burst of delicious tangy flavour in your mouth, that it leads you to add ‘spice’ to any non-descript moment and make it fun! Taking this insight forward, Lay’s has captured this playfulness in its ad film for Lay’s Chile Limon.
Everyone has played a prank at some point in their life and there’s always a story to tell..pranks are fun, pranks break monotony and pranks bring out the spark of mischief. Accompanied by the tagline, ‘Chile Limon Khaya Toh Panga Dimag Mein Aya’ the ad film celebrates these moments of fun with friends.
Speaking about his experience, superstar and Lay’s brand ambassador, Saif Ali Khan said, “Lay’s campaigns are always exciting and every film is a new experience. Shooting for the film for Lay’s Chile Limon was a lot of fun, I could just keep munching on Chile Limon throughout the shoot and playing pranks on screen! The delicious combination of spice and lemon definitely brought out my mischievous side. I am sure Lay’s fans will enjoy the playfulness in the new film”.
Gaurav Mehta, Category Director, Western Snacks, PepsiCo India said, “Lay’s is known for its great tasting and fun offerings. With the launch of these new flavours, we are adding excitement to our consumers’ snack time. This campaign for Lay’s Chile Limon is all about enjoying the lighter moments with friends. Every bite of Lay’s Chile Limon gives the taste buds a spark that lets the playful side loose and the new film also depicts it in a very exciting manner. We are confident that the consumers will enjoy the new flavours as well as the new film.”
Now available nationally, Lay’s Chile Limon and French Salt & Cracked Pepper are available in 12.5g, 26g & 57g packs, priced at Rs. 5, Rs. 10 & Rs. 20 respectively
The campaign kick-starts with the TVC going on air on March 5 and will be supported by a surround 360-degree marketing plan including radio activation, digital media engagement and a mix of above-the-line communication.
· Creative Agency: JWT
· Executive Creative Director: Surjo Dutt
· Creative Director: Chandni Kapur / Abhishek Misra
· Executive Business Director: Joy Chauhan
· VP & Client Services Director: Manish Kapoor
· Account Management Team: Anubha Mathur / Aanchal Bhargava
· TVC Director: Ram Subramanian, Handloom Films
· Producer: Ramya Rao, Handloom Films
· TVC duration: 40seconds
· Language: Recorded in Hindi. Adapted in Tamil, Telugu, Kannada, Bengali
· Media Planning: Mindshare