Lay’s sets out to spread smiles, one pack at a time

‘Smile Deke Dekho’ is Lay’s latest campaign to woo customers. Part of its global campaign, the PepsiCo brand has given its staid packaging a quirky look to showcase how a smile can universally connect and convey a mood or emotion effortlessly. 

The campaign sees Lay’s pursuing a massive influencer outreach programme on social media, wherein they have reached out to more than 750 influencers sharing Lay’s ‘Smile Deke Dekho’ packages with them. Cricketer Shikhar Dhavan and influencers like Parth Samthaan and Erica Jennifer Fernandes are a part of this campaign on Instagram. 

What makes this campaign one of a kind is the fact that Lay’s has customised the packs for more than 350 influencers, sharing with them specially curated packs with their own smiles. Lay’s mapped each influencer’s smile and matched it to their flavour variants – be it the crowd favourite Magic Masala, which is now called Joyful Magic Masala, or the other favourite Hot ‘n’ Sweet Chilli, which is now called Whacky Hot ‘n’ Sweet Chilli. 

Speaking on the campaign, Sonam Vij, Senior Manager, Lay’s India, said, “Lay’s has always been about sharing fun moments. Our new ‘Smile Deke Dekho’ campaign focuses on emphasising that a smile is a universal language that represents many moods and flavours to go beyond conventional boundaries and help establish connections. As part of the campaign, we kicked off a mass influencer outreach programme, where we mapped each influencer’s smile and matched it to our various flavour variants. We produced personalised packs of Lay’s, featuring the smiles of influencers that were sent out to them, creating a money-can’t-buy delightful moment for them. The unique packs have taken social media by storm and we have seen an outpouring of anecdotes and stories of how a smile transformed various moments.”