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Home » Media » Press Releases » Lay’s Adds A Spark Of Mischief With The Launch Of Its New Campaign

Lay’s adds a spark of mischief with the launch of its new campaign

Brings out two new offerings- Lay’s Chile Limon and Lay’s French Salt & Cracked Pepper



Link to TVC: http://we.tl/6swJw4s76L


New Delhi, March 4, 2013: India’s leading potato chip brand, Lay’s, from PepsiCo India is all set to celebrate the ‘prankster’ in all of us with the launch of its new campaign featuring brand ambassador Saif Ali Khan. Lay’s recently introduced two new international flavours as part of their portfolio - Lay’s French Salt & Cracked Pepper and Lay’s Chile Limon. The stimulating sharp taste of Lay’s Chile Limon is a great combination of chilli and lemon flavours, much loved by Indian consumers. Chile Limon experience is such a burst of delicious tangy flavour in your mouth, that it leads you to add ‘spice’ to any non-descript moment and make it fun! Taking this insight forward, Lay’s has captured this playfulness in its ad film for Lay’s Chile Limon.

Everyone has played a prank at some point in their life and there’s always a story to tell..pranks are fun, pranks break monotony and pranks bring out the spark of mischief. Accompanied by the tagline, ‘Chile Limon Khaya Toh Panga Dimag Mein Aya’ the ad film celebrates these moments of fun with friends.

Speaking about his experience, super star and Lay’s brand ambassador, Saif Ali Khan said, “Lay’s campaigns are always exciting and every film is a new experience. Shooting for the film for Lay’s Chile Limon was a lot of fun, I could just keep munching on Chile Limon throughout the shoot and playing pranks on screen! The delicious combination of spice and lemon definitely brought out my mischievous side. I am sure Lay’s fans will enjoy the playfulness in the new film”.

Gaurav Mehta, Category Director, Western Snacks, PepsiCo India said, “Lay’s is known for its great tasting and fun offerings. With the launch of these new flavours, we are adding excitement to our consumers’ snack time. This campaign for Lay’s Chile Limon is all about enjoying the lighter moments with friends. Every bite of Lay’s Chile Limon gives the taste buds a spark that lets the playful side loose and the new film also depicts it in a very exciting manner. We are confident that the consumers will enjoy the new flavours as well as the new film.”

Now available nationally, Lay’s Chile Limon and French Salt & Cracked Pepper are available in 12.5g, 26g & 57g packs, priced at Rs. 5, Rs. 10 & Rs. 20 respectively.

The campaign kick-starts with the TVC going on air on March 5 and will be supported by a surround 360-degree marketing plan including radio activation, digital media engagement and a mix of above-the-line communication.

For more fun and excitement, log on to Facebook – http://www.facebook.com/laysindia

TVC details:

  • Creative Agency: JWT
  • Executive Creative Director: Surjo Dutt
  • Creative Director: Chandni Kapur / Abhishek Misra
  • Executive Business Director: Joy Chauhan
  • VP & Client Services Director: Manish Kapoor
  • Account Management Team: Anubha Mathur / Aanchal Bhargava / Anvita Gupta
  • TVC Director: Ram Subramanian, Handloom Films
  • Producer: Ramya Rao, Handloom Films
  • TVC duration: 40 seconds
  • Language: Recorded in Hindi. Adapted in Tamil, Telugu, Kannada, Bengali
  • Media Planning: Mindshare

About Lay’s:

Launched in 1995 in India, Lay’s is the World's No. 1 and India's favourite Potato Chip brand. 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. Consumers can also log into the Lay’s facebook page at http://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 extensive portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, Quaker and fast growing brands i.e. Nimbooz and Aliva. Within 2 decades, the company has been able to organically grow eight INR 1000 crore plus brands in India, which are trusted 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:

Sophia Christina / Parakram Hazarika

Genesis Burson-Marsteller

Mob: +91 9999161478 / +91 9711311668

Email: sophia.christina@bm.com / parakram.hazarika@bm.com

Sandipan Ghatak

Corporate Communications, PepsiCo India

sandipan.ghatak@pepsico.com

+91-9810776182