Ranbir and Neetu Kapoor lend a heartwarming narrative to Lay’s new campaign

Lay’s, the potato chips brand from PepsiCo, has embarked on a captivating journey with its latest campaign – #IseyKehteHainPyaar. Featuring real life mother-son duo, Ranbir Kapoor and Neetu Kapoor, Lay’s latest campaign unveils a heartwarming narrative that not only pays tribute to its unbeatable taste, but also explores the universal love it has cultivated across generations.

#IseyKehteHainPyaar promises to be a delightful ode to the cherished connection people share with Lay’s, transcending age groups and creating lasting bonds through love and laughter.

In conversation with Adgully, Saumya Rathor, Category Lead – Potato Chips at PepsiCo India, shares the inspiration behind the campaign, the strategic insights driving its narrative, and the evolving trends within the snacking industry, and more.

What is the inspiration behind the "Isey Kehte Hain Pyaar" campaign?

The inspiration comes from consumers, their immense love for Lay’s, and anecdotes about the irresistibility of Lay’s flavour, which makes it hard for sharing it even with loved ones, resulting in people resorting to quirky tactics to ensure their Lay’s remain exclusively theirs. We wanted to bring this to life with our brand ambassador Ranbir Kapoor and felt Neetu Kapoor was a natural choice due to their perfect mother-son duo, creating an emotional connection with the viewers.

How do you think this will create a universal impact for Lay’s?

The ‘Isey Kehte Hain Pyaar’ campaign taps into the product love and taste appeal, aiming to elevate Lay’s to the next level. The campaign, filled with nostalgia and emotion, is relatable and appeals to a broad audience. They’re going to see themselves as Ranbir Kapoor and Neetu Kapoor – it has been a conversation starter in my family for sure! Anyone who loves Lay’s will find it relatable, irrespective of their age.

How has storytelling in advertising changed for brand communication?

Ads are becoming very functional nowadays because of the short attention span of consumers. While a lot of brands are gravitating towards functional and rational advertising, I do believe that nothing can be stronger than an emotional connect in a story. We want to talk about product love and taste appeal, but we want to talk about it in a more emotional than rational manner. We could have done this campaign in so many other ways, but we wanted to do it through the way of a heart.

What are the consumer behaviour trends that you have observed for Lay’s in the snacking industry?

The consumer trends include a love for classic flavours, culinary experimentation, and the rise of in-home snacking, enhanced by quick commerce options.

What are the changes that you have observed in the past five years in the snacking industry?

Competition has intensified over the last five years. Consumers have become very discerning when it comes to their food choices and flavours and demand high quality. Consumers are also snacking a lot more than what they did five years back. With the economic boom seen in the country, consumption has gone up. We’ve seen that happen from an FMCG perspective as well. Consumers have got a lot more options and variety to choose from today.