DHONI PAYS SURPRISE HOME VISITS TO FANS IN THE NEW LAY’S CAMPAIGN – NO LAY’S, NO GAME!

• MS Dhoni joins Lay’s as its brand ambassador, featuring in a new campaign – No Lay’s, No Game

• The 'No Lay's No Game' campaign is a global marketing initiative by Lay's, emphasizing that the enjoyment of watching a game is incomplete without a bag of Lay's chips

YouTube Link- Dhoni X No Lay's No Game

New Delhi, 23rd October 2023: Match-viewing extends beyond just the sport; it's an immersive experience which becomes even more enjoyable with the company of Lay's. In a spectacular celebration of the cricketing fervour that unites our nation, Lay's is ecstatic to reintroduce the legendary cricketer Mahendra Singh Dhoni as its Brand Ambassador, starring in latest campaign – 'No Lay's, No Game.'

In this electrifying partnership, Lay's is set to introduce the internationally renowned 'No Lay's No Game' campaign to the Indian audience, which is globally acclaimed for its association with sports tournaments. Harnessing Dhoni’s universal appeal and iconicity, the campaign emphasizes an undeniable truth: for true fans, a match without Lay's is simply unthinkable.

In the TVC, Dhoni embarks on a unique quest, going door-to-door to check if fans have Lay’s stocked up at home while they enjoy every heart-pounding boundary, every nail-biting wicket, and every cheer-worthy moment on the field. As Dhoni knocks on different doors, he is received by a series of delightful reactions, ranging from astonishment to exhilaration and even frantic searches for Lay's. What sets this TVC apart is that it features ordinary people and non-actors, capturing their unscripted reactions as they are stunned to see Dhoni himself standing at their doorstep, eagerly inquiring if they've got Lay's on hand. Those with Lay's get the exclusive opportunity to share the match with him, while those who don't, simply miss out on this golden chance. The TVC playfully encapsulates the seamless blend of the sports-watching experience, Lay's, and fan enjoyment, culminating in the resounding message, "No Lay’s, No Game."

Speaking about campaign and introducing MS Dhoni as the brand ambassador, Saumya Rathor, Category Lead – Potato Chips, PepsiCo India, said, “Lay's, an OG chip, holds a special place in the hearts of countless Indians. The brand is excited to reunite with the beloved cricketer, MS Dhoni, as the face of Lay's, solidifying the deep bond between the brand and our cricket-obsessed nation. We are confident that this dynamic partnership and ‘No Lay’s, No Game’ campaign will continue to deliver boundless joy to consumers and remind them to continue to elevate their match-viewing experience with Lay's chips. So, grab your Lay's, join the game, and make your experience even more extraordinary!"

Expressing his excitement on his association with Lay’s, MS Dhoni, commented, “I am thrilled to be a part of the Lay’s family once again. Game-watching and Lay’s indeed go hand in hand, and the 'No Lay’s, No Game' campaign brilliantly captures the essence of this unique connection. As someone who has been so closely associated with sports for years, I know that Lay’s makes the moments even more special. So, next time you settle in to watch the game, remember to stock up on Lay’s and enjoy the match with its delightful flavours!"

Vikram Pandey, National Creative Director, Leo Burnett India, said “Everyone knows, Lay’s is the prefect munching snack while watching the game. The challenge was how do we get them to stock it up at home for sure. The answer was Dhoni knocking at your door! This candidly captured films takes our international ‘No Lay’s, No Game’ idea forward and playfully reminds audience to stock up Lay’s at home.”

AGENCY CREDITS

Creative Agency – Leo Burnett India
CEO & Chief Creative Officer, South Asia – Rajdeepak Das
National Creative Director – Vikram Pandey & Sachin Kamble
President-North – Samir Gangahar
Executive Vice President – Jaikrit Singh
Executive Creative Directors – Shahnawaz Qadeer
Sr. Creative Director – Adwait Kulkarni
Creative Director (Art) – Abhinandan Dey
Copywriter – Shweta Bharti
Vice President – Binay Mehra
Brand Services Director – Kirti Sinha
Production House – Dharma 2.0
Director – Puneet Malhotra
Executive Producer – Preetha Iyer
Producer – Priyanshi Bahadur

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 a wide range of offerings under its umbrella, with unique and indulgent flavours that cater to both local and international tastes. It is available in six flavours. Consumers can also log onto the Lay’s Facebook page at http://www.facebook.com/laysindia and follow us on Instagram at https://www.instagram.com/lays_india/?hl=en

The 'No Lay's No Game' global campaign is a platform launched by Lay's to celebrate its long-standing partnership with sporting events. As part of the campaign, Lay's brought football icons Thierry Henry and Lionel Messi to surprise fans and emphasize that match-viewing is unimaginable the company of Lay's.

About PepsiCo India:

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $86 billion in net revenue in 2022, driven by a complementary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.

For any media queries, please contact:

From PepsiCo India:
Amit Nanchahal
Amit.Nanchahal@pepsico.com

From Edelman India:
Parushi Sharma
Parushi.sharma@edelman.com