P9 Integrated amplifies "making of' Lays World Cup Flavors campaign

The world cup fever has caught on and with India winning the first match with a large margin, it has commenced on a very positive note. P9 Integrated, 360 degree entertainment marketing company, has handled the front loading of the Lay's World Cup campaign, where the company has amplified the "making of' Lays World Cup Flavors campaign across 28 channels and 11 websites.

The Lays Flavor World Cup 2011 campaign is an interesting campaign where Lays has introduced six new flavours. The Lays ads begin with teasers where Saif Ali Khan, the brand endorser questions "Dhoni' about which team would win the World Cup this year and our Indian Cricket team captain answers all other teams except for India. This obviously irritates Saif who's an ardent Indian cricket Fan. The final TVC introduces all the 6 different flavours and the opportunity for the contestants to Walk the Pitch in the coming World Cup.

Speaking exclusively to Adgully, Rajkumar Khatri, AVP ' Branded Content, P9 Integrated elaborates more on the thought process behind it.

"In the first phase we created vignettes with behind the scenes footage and Artist bytes without revealing too much about the contest. These vignette were aired across news and Bollywood channels to build in the curiosity about the campaign. In the 2nd phase we created an AFP called Lays Flavour World Cup 2011. The show is based on cricket in a chat show format. Hosted by a known celeb "Aayushman' and two cricket personalities ' Robin Uttappa and Dinesh Kartik as guests, the show revolves around the coming world cup and talking about various teams in the world cup. The brand is well integrated in the concept of the show," said Khatri

The show will have various segments ranging from chat to quiz section. The show will also have Saif talking about the 6 new flavours South African's Peri Peri Sauce, England's Grilled Cheese, India's Magic Masala, Australia's Heb "n' Lime Twist , West Indies Hot and Sweet Chilli , Sri Lanka's Sweet Onion Sauce and which one is his favorite and many such questions. Khatri further said, "Saif takes through the entire Walk the pitch contest where the consumer can taste all the 6 new flavours and vote for their favorite one and they will get to win many huge prizes out of which the biggest would be a few lucky winners will get to walk the pitch with the captain." This AFP will appear on a GEC channel during weekend prime time.

The campaign has been doing well till date. The response has been positive and huge. Around an event like the World Cup, it is a great opportunity for brands to create hype. It is important for their campaigns to revolve around a fresh idea. Khatri also added, "It was a great opportunity to work with Lays on their Biggest campaign of the year."

Speaking on new initiatives in the pipeline, Khatri said, "We are working on a similar campaign with one of HUL's premium brands. We have conceptualized an amplification strategy keeping in mind their Target Audience and the content will be amplified on relevant channels ' youth GEC & English. We are currently working on a lot of exciting project in the Branded Content space but will be able reveal more information in sometime." | By Janees Antoo [janees(at)adgully.com]