New Delhi, April 11, 2013: As the cricket fever catches on, Lay’s, the world’s number one potato chip brand presents its new campaign this season, shrouded with mystery and intrigue, for the new Flavour Team. This campaign stars some of the most popular faces in the cricket fraternity including the Indian skipper MS Dhoni, batsmen Gautam Gambhir, Rohit Sharma and the upcoming star Shikhar Dhawan. The line-up also includes commentator Ravi Shastri, and one of the quirkiest international umpires Billy Bowden.
After very successful campaigns in the past riding on the passion for cricket, Lay’s new campaign is based on the premise that everyone gives in to their resistible taste and the variety of international flavours of Lay’s including our very own cricket celebrities. So much so that they are willing to join this new team owned by a mysterious man for just Rs 5! With this campaign Lay’s is attempting to establish its recently enhanced range of 6 flavours (with 2 new Recent additions of Chile Limon & French Salt n Cracked Pepper) at a price point of Rs 5/-.
Speaking about the new campaign, Vidur Vyas, Marketing Director-Foods, PepsiCo India said “Lay’s has always stood for indulgence and a great taste and the brand has always aimed at creating consumer connect through innovative engagement campaigns for our consumers. Cricket is a passion in India and Lay’s has always tapped this passion by creating moments that consumers can enjoy with friends while watching the game. With this new campaign also, we plan to take this engagement to a new platform by building intrigue and adding crunch to the exciting cricket season ahead. Emphasis on price point of Rs 5 will enable us to reach out to a larger consumer base and drive more consumption in this category.”
Commenting on the Lays Flavour Team, Indian skipper MS Dhoni said, “Cricket is all about excitement, about suspense because you can’t predict what happens next! Going by the same philosophy, new Lay’s flavor team campaign is surely expected to build on the cricket excitement and the curiosity of getting to know who all join the team owned by this mystery man.”
Upbeat on his inclusion in the team Shikhar Dhavan and on his first ever campaign said, “I am so excited to be a part of this new Team and create magic with such seasoned cricketing talent from India. I am definitely sold on to the great taste of Lay’s and therefore am excited about joining this team at just Rs 5/-. I am sure the cricket fans will enjoy this exciting campaign and want to be a part of this flavor team.”
Commenting on the campaign, Surjo Dutt, Creative Director, JWT said, “In cricket tournaments, players have been known to join teams for millions of bucks. So, it was fun to create this misdirection around the players joining a new team for just 5 bucks. Later when we reveal that it is actually the Lay's Flavour team that these players have joined we think everyone would love to join in and be part of the best team this season. The campaign carries forward the quirky image that Lay's has had over the years.”
The campaign builds through the launch of three exciting teasers with Gautam Gambhir, MS Dhoni and Rohit Sharma. The final film that goes on air on the 20th of April, 2013 will reveal the identity of mystery owner of the Lay’s Flavour team who drops by in a yellow Hummer. Apart from the exciting TV and on-ground activation, the campaign will be supported by robust on-ground, online and print initiatives. The exciting range of 6 international Lay’s flavours- American Style Cream and Onion, Classic Salted, India’s Magic Masala, Spanish Tomato Tango, West Indies’ Hot ‘n’ Sweet Chilli and the recently introduced French Salt & Cracked Pepper and Lay’s Chile Limon-are available at Rs 5/- in addition to Rs 10/- and Rs 20/-.
To know more about this new team and be the first to see the mystery owner unveil his identity, consumers can log onto the Lay’s Facebook page at http://www.facebook.com/laysindia for exclusive content and exciting contests!
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:
Karishma Kataria / Sophia Christina Sandipan Ghatak
Genesis Burson-Marsteller PepsiCo India
+ 91 9711209880 /+91 9999161478 +91 9810776182