Lay's creates a classic western showdown for Maxx appeal
Created by JWT, the campaign showcases the quintessential cowboy duel with a crunchy twist to the plot
BestMediaInfo Bureau | Mumbai | May 25, 2015
After is presence in global markets such as Europe, the US and the Middle East, Lay's Maxx now comes to India. The campaign to support the launch, created by J. Walter Thompson, highlights the Maxx crunch and taste attributes of the product.
The Lay's Maxx campaign is set in the Wild Wild West and showcases the quintessential cowboy showdown, with a twist to the plot. The showdown takes an ultimate turn when the hero whips out a Maxx pack, bites into the deeply ridged chip and ends the battle with the sonic boom that comes from crunching of the chip. The toughness of the cowboys, the intensity of a showdown, the ruggedness of the Wild West, the sonic boom and the crunch all mirror attributes of the new Lay's Maxx chip – a hard bite and extremely crunchy chip.
Rajiv Mathrani, Director & Category Marketing Head - Snacks, PepsiCo India, elaborated, “Lay's has always brought in unique taste experiences for consumers and we are proud to unveil this campaign, which brings yet another global favourite to India. Maxx is truly a global innovation with its deep ridges and crunch. The youth of today love hanging out with friends and trying out new experiences. We believe that our snacks portfolio talks to multiple snacking options in a day Lay's Maxx is a perfect accompaniment to an evening with friends.”
Babita Baruah, Senior VP and Business Head, JWT Delhi, said, “The TVC and the integrated campaign bring alive the distinct taste and flavours that define the powerful Maxx experience. Director Sunhil Sippy has done a fabulous job in partnering us on the execution.”
Sumati Singh, Executive Creative Director, JWT Delhi, added here, “Our task was to launch the new product – Lay's Maxx – and we brought alive the attributes of Lay's Maxx by using the classic western showdown. The toughness of the cowboys, the ruggedness of the Wild West, the sonic boom and crunch, mirror the intensity of the chip.”
The campaign will come to life across various touch points starting with television and will follow with amplification on digital platforms.
The TVC:
Credits:
Client: PepsiCo India
Brand: Lay's Maxx
Creative agency: J. Walter Thompson
Senior VP & Business Head: Babita Baruah
Senior VP & National Planning Director: Mythili Chandrasekar
Executive Creative Director: Sumati Singh
VP & Client Services Director: Ritu Nakra
Senior Creative Director: Amitav Misra
Creative Team: Priyanka Thakkar, Rahul Sharma
Account Management Team: Anubha Mathur, Shweta Raina, Sidharth Jaggi
Planning Team: Rinku Ray, Noor Samra
Agency Producer: Anupama Ahluwalia
Production House: Firecracker Entertainment
Director: Sunhil Sippy