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Home » Media » Press Releases » Lay’s Wicked Love Is The Flavour Of The Season!

Lay’s Wicked Love Is The Flavour Of The Season!

Launches new campaign ‘Love to Love it’


Link to campaign stills, TVC
Link to Making Of the TVC

New Delhi, January 20, 2016 : It's still a month to go for Valentine's Day but Lay's is already ready to celebrate love albeit in a quirky way through its new campaign – ‘Love to Love it’. The new campaign celebrates the love for the great taste of Lay’s in a way that is edgy, humorous and will appeal to the Indian youth.

The campaign idea for ‘Love to Love it’ is based on a simple but powerful snacking insight, that a delicious snack like Lay’s is tempting enough to trigger change in people’s demeanour, even if it be for a moment. It can make people act in uncharacteristic ways in order to get to their hands on a pack of Lay’s. The campaign unfolds through a series of exciting films featuring brand ambassador Ranbir Kapoor, essaying offbeat & never seen before characters. The campaign will see Ranbir Kapoor in humorous, playful situations that will give consumers a reason to go out of character for the love of Lay’s.

According to Partho Chakrabarti, Vice President, Snacks Category, PepsiCo India, “Our new campaign has been built on the insight of the basic human truth of how on seeing something tempting, one can do whatever necessary to get it; even if it means acting out of character. The campaign has been woven around the great taste of Lay’s, which triggers an intense urge in people to get the pack. The campaign highlights the fact that you just can’t help loving the great taste of Lay’s & hence the tagline ‘Love to Love It’.”

Speaking on his experience of working on the campaign, Ranbir Kapoor, Brand Ambassador, Lay’s, said, “Lay’s is a brand which speaks to the youth of the country. The idea behind the new campaign is that when you see a packet of Lay’s you just want it & will do anything to get it. The campaign is all about the love for Lay’s which is extraordinary, fresh and wicked. It’s edgier than any of the previous Lay’s campaigns & has a wackier take on idea of love. I had a lot of fun playing the different characters in the films and I’m sure consumers will have as much watching it, as I did shooting it.”

Speaking about the creative thought behind the ad films, Babita Baruah, Senior Vice President and Head, PO1 Unit, J. Walter Thompson- Delhi said, “Love to love it is based on a simple truth. That you can't help loving the great taste of Lay's. The creative idea is about how you can go to any length to get your Lay's. The films are a humorous take on the proposition, with Ranbir Kapoor in unexpected roles. There is an integrated campaign being developed on this idea.”

Ever since its launch in 1995, Lay’s has always stood for great tasting potato chips in international flavours that consumers have come to love over the years. With the new brand campaign, Lay’s seeks to celebrate this love for Lay’s and engage with consumers across multiple touch points. The campaign will unfold with a power packed 360- degree outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print and TV.

Credits:

Designation Name
Director Sunhill Sippy
Creative Agency J. Walter Thompson, Gurgaon
Executive Creative Director Sumati Singh
AVP & Senior Creative Director Amitav Misra
Senior VP & Head (PO1 unit) Babita Baruah
VP & Creative Senior Director Ritu Nakra
Associate VP & Client Servicing Director Anubha Mathur
Production House Firecracker
Producer Meeta Dave

About Lay’s:

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 and 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 and Onion, Caribbean Hot and Sweet Chilli, Classic Salted and Lay’s Chile Limon. 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 MNC 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 37 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.

PepsiCo’s growth in India has been guided by “Performance with Purpose”, its goal to deliver top-tier financial performance while creating sustainable growth and shareholder value. In practice, Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats; finding innovative ways to minimize our impact on the environment and lower our costs through energy and water conservation, as well as reduced use of packaging material; providing a safe and inclusive workplace for our employees globally; and respecting, supporting and investing in the local communities where we operate. 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 details, please contact:

Aanchal Dhar/ Tanvi Ajmani

Genesis Burson-Marsteller

Mob: +91 9999690904 / +91 9999886574

Email: aanchal.dhar@bm.com / tanvi.ajmani@bm.com

Sandipan Ghatak

PepsiCo India

Tel: +91 124 44998400

Email: sandipan.ghatak@pepsico.com