National, January 20th, 2021: Lay’s, one of India’s favoured potato chip brands, is back to delight its fans with two new distinct, limited-time flavours, Lay’s Herby Crush and Lay’s Cheesy Love. Continuing the brand’s streak of bringing flavourful innovations to consumers, these new variants have been launched in the run up to Valentine’s Day 2021 –which is a celebration of relationships, friendship and love for the youth of today.
The brand has introduced Herby Crush and Cheesy Love flavours by adding its own unique twist to both the flavours. Combining a widely loved palette with its flavour expertise, Lay’s aims to make the two new variants ‘an affair to remember’ for fans across the country through the TVC campaign #YeWaalaYaadRahega.
In line with this, a TVC featuring India’s youth icons and Lay’s brand ambassadors, Ranbir Kapoor and Alia Bhatt, has been launched today. Set against a relatable backdrop, the film features the two celebrities engaging in a fun, romantic banter with one another. Their repartee is characterized by poetic quips for one another, playfully disguised as witty remarks about the new Lay’s flavours.
Speaking about the campaign, leading actor and face of Lay’s, Ranbir Kapoor said, “I had a great deal of fun shooting for the new Lay’s limited-time flavours – Herby Crush and Cheesy Love. Both variants are truly unique and offer a burst of flavour in every bite. We have tried to bring alive the distinctiveness of the two flavours in the TVC as well, and sincerely hope that our fans across India would relish these new offerings!”.
“Fun moments with dear ones always add an element of joy to our lives, and when accompanied with the new Lay’s Herby Crush and Cheesy Love flavours, the experience becomes even more memorable. The new Lay’s limited-time variants are not only innovative, but also delicious and full of flavour. I had a blast shooting for the film, and I’m certain that this new launch will be a #YeWaalaYaadRahega moment for fans and consumers this Valentine’s Day!”, added Bollywood superstar and Lay’s brand ambassador, Alia Bhatt.
Ritu Nakra, WPP Lead - PepsiCo Foods at Wunderman Thompson, India added, “Lay’s builds connections of the heart and the chip enables new relationships. This Valentine's Day, Lay’s is launching two limited-time-only flavours. The brand narrative explores how the two new flavours of Lay’s let lovers, friends, acquaintances, and even complete strangers make and celebrate their relationships over a shared moment of chips”.
Sharing his thoughts on the new launch and the campaign, Dilen Gandhi, Senior Director and Category Head – Foods, PepsiCo India remarked, “As leaders in the category, we at Lay’s are delighted to introduce two new, limited-time flavourful innovations to our portfolio with the launch of Lay’s Herby Crush and Lay’s Cheesy Love flavours. As a brand, Lay’s has always aimed to add joy to consumers’ lives and make special moments even more special. Ahead of Valentine’s Day, we sincerely hope that these new flavours as well as the #YeWaalaYaadRahega campaign with Ranbir and Alia will prove to be truly ‘memorable’ for our fans and consumers across India”.
The launch of the TVC is first in the line of numerous activations that the brand has in the pipeline for the upcoming weeks. The latest launch is also being brought to life through a robust 360-degree digital surround campaign - ‘What’s Your Relationchip Status’ - panning across multiple platforms. As a key highlight of this digital campaign, Lay’s will be engaging with over 3000 micro influencers and bringing alive the proposition organically on social media.
The new Lay’s Herby Crush and Cheesy Love flavours are now available on leading retail and e-commerce platforms across India.
Creative Agency: Wunderman Thompson
WPP Lead - PepsiCo Foods, India: Ritu Nakra
Chief Creative Officer: Senthil Kumar
Executive Creative Director: Udayan Chakravarty & Dushyant Chopra
Strategy Leads: Atishi Pradhan & Arnab Datta Chaudhuri
Creative Directors: Sameer Kumar & Dapindra Singh
Copywriter: Aakash Aher
Account Management: Yashi Vikram, Shivangi Shubham, Konika Chaliha Dastidar and Binay Mehra
Production House: Hope Productions
Director: Gauri Shinde
Producer: Anil Naidu
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.
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 62 plants across foods and beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. In less than two decades, the company has been able to organically grow eight brands, each of which generate Rs. 1000 crores or more in estimated annual retail sales and are household names, trusted across the country.
PepsiCo’s growth in India has been guided by our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. “Winning with Purpose” reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business. For more information, visit www.pepsico.com
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