Lay's celebrates the real flavours of life with the New TVC

Our lives have become more immersed in the virtual world and less in the real. In a constant search for new, invigorating experiences to add to our social web of stories, we often skip out on the now. Always building moments to celebrate in our webbed world leaves us missing the flavours of the present.

Lay’s knows that to make every experience matter, you need to immerse yourself completely. Every moment has potential flavours –  it can be full of surprises, nostalgia, excitement, and many more! Its moments like these which form the essence of Lay’s new campaign– ‘Savour the Real Flavours of Life’. Associating the real ways of enjoying life with the taste of Lay’s, the campaign depicts the joy of completely immersing in the sweet little nothings of life.

Speaking about the campaign, Mr. Dilen Gandhi, Marketing Director, Western Snacks Category, PepsiCo India, said, “Experience is the new social currency for the youth today. That’s why, they are busy showcasing the experience and sometimes miss living it fully. Lay’s has always been popular amongst consumers for its real and authentic flavours, and we want to bring back some of that real flavours back into our consumers lives, by highlighting the need to immerse themselves in these moments.”

The new TVC is brought to life with two friends vacationing on the beach. While one of them takes to playing frisbee, the other is nose deep in her phone, updating her social media. Looking at her friend, the girl puts forward a packet of Lay’s to catch her attention. Obviously, the girl leaves her phone and indulges herself in the real flavours of Lay’s and Life.

Senthil Kumar, Chief Creative Officer, J Walter Thompson India, says, “Research has shown us that on an average, youngsters are spending 5 hours or more a day in the virtual world, they are obviously missing out on real experiences in the process. As Lay’s, we wanted to bring this to their attention in a young, light and ‘Lay’s’ way.” 

Over the years, Lay’s has become known for its engaging promotions and campaigns. From ‘No one can eat just one’ to ‘What’s the programme?’ to ‘Be a Little Dillogical’ to last year’s ‘Love to Love it’, Lay’s has always been in pace with the pulse of the youth and been an integral part of their lives.

The new TVC, which is a celebration of life, conveys the underlining message of being in the present and cherishing the journey of it all.  It will be launched nationwide on 12^th February, 2018.

Campaign Credits

• Creative Agency: J. Walter Thompson

• Chairman and Chief Creative Officer: Senthil Kumar
• Executive Creative Director: Sumati Singh
• Executive Business Director: Ritu Nakra
• National Planning Head: Mythili Chandrasekhar
• VP & Sr. Creative Director – Amitav Misra
• VP - Strategy Planning: Jayati Majumder
• Strategic Planning Director: Neha Sharma
• Account Director: Rajat Das

PRODUCTION HOUSE: TEN FILMS

• Director: Raylin Valles
• Executive Producer: Shouvik Basu
• Producer: Chintan Thakkar
• DOP: Jishnu Bhattacharjee