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.
“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.
AGENCY CREDITS:
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
###
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
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
For any media queries, please
contact:
From PepsiCo India: Amit Nanchahal| Amit.Nanchahal@pepsico.com +91
8130463737 |
From Edelman: Shriya Yadav
| Shriya.yadav@edelman.com | +91 9971230399 Parushi Sharma | Parushi.sharma@edelman.com | +91 83770 43010 |
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