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Lay’s adds a spark of mischief with new campaign

Conceptualised by JWT, the TVC brings out the element of mischief in most of us

BestMediaInfo Bureau | Delhi | March 6, 2013

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 international flavours – Lay’s French Salt & Cracked Pepper and Lay’s Chile Limon. The television campaign has been conceptualised by JWT.

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

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. The 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.”

The campaign kick-starts with the TVC going on air today and will be supported by a 360-degree marketing plan including radio activation, digital media engagement and a mix of above-the-line communication. The TVC is 40 seconds duration and has been recorded in Hindi, and adapted in Tamil, Telugu, Kannada and Bengali.

The TVC:

[youtube]http://www.youtube.com/watch?v=f_WAl6AFxZs[/youtube]

Credits:

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: Anubha Mathur, Aanchal Bhargava

Production House: Handloom Films

TVC Director: Ram Subramanian

Producer: Ramya Rao

Media Planning: Mindshare

Info@BestMediaInfo.com

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