New Delhi, January 8, 2014: Lay’s, the leading potato chip brand from PepsiCo India and amongst leading snack brands in the country, is refreshing its communication for 2014. The brand is all set to launch ‘Lay's Best Buddies’ – the coolest group on campus, starring Ranbir Kapoor in the lead role as the loveable rascal ‘Sid’.
This group – like the youth today - is full of chutzpah, a zest for life and above all, spontaneity. With their attitude and energy, they can turn any spontaneous ordinary moment into a magical one – one that you will never want to forget… one that you will want to capture and put in a scrap book so you can go back to it every now and then.
Each member of the group has a distinct identity and together they make for a group that youngsters will want to be part of. Ranbir (a.k.a Sid), leads the gang with his lovable rascal-like qualities. Kaira is the sexy and stylish diva of the group who has every chance of becoming Sid’s love interest in the future. Vir is the macho stud who believes that nothing, not even girls, can match up to the high that sports can give you. Sushi is the tom boy of the group. And then there’s Ragz, the small town boy who is also the tech junkie of the group. Together, they make up the ‘Lay's Best Buddies’ – a group that most bunches of friends in colleges across India would aspire to be like.
"At Lay’s we believe in making life’s spontaneous ordinary moments magical and memorable. The brand is about youthful optimism and carefree fun, and this is exactly what the ‘Lay's Best Buddies’ represents in the campaign. This group personifies our brand philosophy of ‘Pal banaye magical’ in every sense. In addition to helping us target new platforms & consumer groups, Ranbir and his best buddies will also act as a creative unifier as we strengthen our position as one of the largest snack brands in the country. Taking forward our brand strategy, consumers will see a lot of excitement from the Lay’s brand over the coming months and this campaign is a step towards it,"said Gaurav Mehta, Category Director – Western Snacks, PepsiCo India Foods.
"I am excited to be associated with Lay’s. The brand’s philosophy of ‘Pal banaye magical’ is something I can identify with. Youthfulness, spontaneity and seeking joy in life’s ordinary moments is something I believe in and my character in this new campaign is all about a college kid who is out for some carefree but harmless fun with his best buddies who form the ‘Lay's Best Buddies’. I had a great time during the shooting of this commercial during which I have shared many a magical moment with my new friends and look forward to a great journey ahead," said Ranbir Kapoor, actor and the face of Lay’s new campaign.
With a bag of Lay’s on their side, fun comes naturally to the ‘Lay's Best Buddies’. According to them, it doesn’t take a lot to have fun and make each day memorable. They believe that there is magic hidden in the regular, simple moments of life that is just waiting to be discovered. Lay’s – with its Magical Flavours and irresistible taste, only acts as a catalyst for fun. It is when they fight over a bag, beg for it, hide it never wanting to share it, that their most spontaneous selves come out. The fun and therefore the magic simply follow.
Lay’s signed on Bollywood’s young superstar Ranbir Kapoor as the face of its brand new campaign. Lay’s, which has wide variety of delicious flavours, has stood for great quality & taste & International Advertising. Lay’s advertising has always been about youth and moments of friendship and the celebrated actor fits in perfectly with Lay’s persona of youthful energy & international appeal that has continued to grow in the minds of consumers.
"For us it was a challenge to come up with an idea for the brand that takes our communication to another level. And when one of our country's biggest stars signed up for us, magic was bound to follow. It was a pleasure to chart the journey of five friends who with their witty antics make every moment magical. We could not have been happier with the end result," said Surjo Dutt, Associate Vice President and Senior Creative Director, JWT.
As we celebrate each of life’s spontaneous ordinary moment and make it magical alongside the Lay's Best Buddies, Lay’s is the brand to watch out for in 2014 with its promise of ‘Pal banaye magical’.
Launched in 1995 in India, Lay’s is one of the marquee brands from PepsiCo India and has always been known for bringing in flavours of the world along with Indian flavours that our consumers love. Lay’s has wide range of offerings under its umbrella, with unique & indulgent flavours that cater to both local and international tastes. It is available in Indian flavours like Magic Masala and also has brought in innovative international flavours like Spanish Tomato Tango, American Style Cream & Onion, Caribbean Hot & Sweet Chilli and Classic Salted for consumers. To bring delight to consumers, Lay’s launched 2 new International flavours in 2013 – Lay’s Chile Limon & Lay’s French Salt and Cracked Pepper. Consumers can also log into the Lay’s facebook page at www.facebook.com/laysindia
About PepsiCo India:
PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 38 beverage bottling plants and 3 food plants. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. Within 2 decades, the company has been able to organically grow eight INR 1000 crore plus brands in India, which are household names trusted across the country.
PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose, which works on four planks of replenishing water, partnering with farmers, waste to wealth and healthy kids. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit www.pepsicoindia.co.in
For further information, please contact:
|Aninda Sardar / Radhika Sharda
Mob: +91 9873550160 / +91 9871146087
firstname.lastname@example.org / Radhika.email@example.com
Corporate Communications, PepsiCo India