The brand is about youthful optimism and carefree fun, and the new campaign, created by JWT, personifies the brand philosophy of ‘Pal banaye magical’
BestMediaInfo Bureau | Delhi | January 9, 2014
Lay’s, the potato chip brand from PepsiCo India, is refreshing its communication for 2014. The brand is all set to launch ‘Lay's Best Buddies’ – the coolest group on campus starring Ranbir Kapoor in the lead role as the loveable rascal ‘Sid’. The TVC has been conceptualised by JWT.
This group – like the youth today – is full of chutzpah, zest for life and, above all, spontaneity. With their attitude and energy, they can turn any spontaneous ordinary moment into a magical one – one that you will never want to forget, one that you will want to capture and put in a scrapbook so you can go back to it every now and then.
Each member of the group has a distinct identity and together they make for a group that youngsters will want to be part of. Ranbir (aka Sid) leads the gang with his lovable rascal-like qualities. Kaira is the sexy and stylish diva of the group who has every chance of becoming Sid’s love interest in the future. Vir is the macho one who believes that nothing, not even girls, can match up to the high that sports can give you. Sushi is the tomboy of the group. And then there’s Ragz, the small town boy who is also the tech junkie of the group. Together, they make up the ‘Lay's Best Buddies’ – a group that most bunches of friends in colleges across India would aspire to be like.
“At Lay’s we believe in making life’s spontaneous ordinary moments magical and memorable. The brand is about youthful optimism and carefree fun, and this is exactly what the ‘Lay's Best Buddies’ represents in the campaign. This group personifies our brand philosophy of ‘Pal banaye magical’ in every sense. In addition to helping us target new platforms and consumer groups, Ranbir and his best buddies will also act as a creative unifier as we strengthen our position as one of the largest snack brands in the country. Consumers will see a lot of excitement from the Lay’s brand over the coming months and this campaign is a step towards it,” said Gaurav Mehta, Category Director – Western Snacks, PepsiCo India Foods.
“I am excited to be associated with Lay’s. The brand’s philosophy of ‘Pal banaye magical’ is something I can identify with. Youthfulness, spontaneity and seeking joy in life’s ordinary moments is something I believe in and my character in this new campaign is all about a college kid who is out for some carefree but harmless fun with his best buddies who form the ‘Lay's Best Buddies’. I had a great time during the shooting of this commercial during which I have shared many a magical moment with my new friends and look forward to a great journey ahead,” said Ranbir Kapoor, the face of Lay’s new campaign.
Lay’s signed on Bollywood’s young superstar Ranbir Kapoor as the face of its brand new campaign. Lay’s, which has wide variety of delicious flavours, has stood for great quality and taste and international advertising. Lay’s advertising has always been about youth and moments of friendship, and the celebrated actor fits in perfectly with Lay’s persona of youthful energy and international appeal that has continued to grow in the minds of consumers.
“For us it was a challenge to come up with an idea for the brand that takes our communication to another level. And when one of our country's biggest stars signed up for us, magic was bound to follow. It was a pleasure to chart the journey of five friends who with their witty antics make every moment magical. We could not have been happier with the end result,” said Surjo Dutt, Associate Vice-President and Senior Creative Director, JWT.
With a bag of Lay’s on their side, fun comes naturally to the ‘Lay's Best Buddies’. According to them, it doesn’t take a lot to have fun and make each day memorable. They believe that there is magic hidden in the regular, simple moments of life that is just waiting to be discovered. Lay’s – with its Magical Flavours and irresistible taste, only acts as a catalyst for fun. It is when they fight over a bag, beg for it, hide it never wanting to share it, that their most spontaneous selves come out. The fun and therefore the magic simply follow.
[youtube]http://www.youtube.com/watch?v=Exskr_U7sUA[/youtube]Credits: Agency: JWT Account Management: Executive Business Director: Joy Chauhan Vice-President: Manish Kapoor Account Director: Aanchal Bhargava Creative: Executive Creative Director: Surjo Dutt Sr. Creative Head (Copy): Rohan Ghose Sr. Creative Head (Art): Yogesh Kumar Planning: Executive Planning Director: Mythili chandrashekhar AVP: Upasana Dua