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Lay’s gets younger and wackier

Conceptualised by JWT Delhi, the ad tickles a new way to ‘Love to Love it’ with Ranbir Kapoor

BestMediaInfo Bureau | Mumbai | January 27, 2016

Lay-TVC Click on the image to watch the TVC.

There’s three weeks to go for Valentine’s Day and Lay’s is already ready to celebrate love albeit in a quirky manner through their new campaign – ‘Love to Love it’. The campaign, conceptualised by J Walter Thompson, Delhi, celebrates love for the great taste of Lay’s in a way that is edgy, humorous and appeals to Indian youth.

The campaign thought is that a simple yet delicious snack like Lay’s is tempting enough to trigger change in people’s behaviour, even if it be for a moment. The snack is capable of making people act in uncharacteristic ways in order to get their hands on a pack of Lay’s. The commercial unfolds a series of films featuring Ranbir Kapoor essaying offbeat and never seen before characters. The series shows Ranbir in humorous yet playful situations.

Partho Chakrabarti, Vice-president, Snacks Category, PepsiCo India, said, “Our new campaign has been built on the insight of the basic human truth of how on seeing something tempting, one can do whatever necessary to get it, even if it means acting out of character. The campaign has been woven around the great taste of Lay’s, which triggers an intense urge in people to get the pack. The campaign highlights the fact that you just can’t help loving the great taste of Lay’s and hence the tagline ‘Love to Love It.’”

Speaking on his experience of working on the campaign, Ranbir Kapoor, Lay’s brand ambassador, said, “Lay’s is a brand which speaks to the youth. The idea behind the new campaign is that when you see a packet of Lay’s you just want it and will do anything to get it. The campaign is all about the love for Lay’s which is extraordinary, fresh and wicked. It’s edgier than any of the previous Lay’s campaigns and has a wackier take on the idea of love. I had a lot of fun playing the different characters in the films and I’m sure consumers will have as much watching it as I did shooting it.”

The mind behind the campaign, Babita Baruah, Senior Vice-president and Head, PO1 Unit, J Walter Thompson, Delhi, said, “Love to love it is based on a simple truth – that you can't help loving the great taste of Lay's. The creative idea is about how you can go to any length to get your Lay's. The films are a humorous take on the proposition with Ranbir Kapoor in unexpected roles. There is an integrated campaign being developed on this idea.”

Ever since Lay’s launched in India in 1995, the snack has always stood for great taste with international flavours that consumers have come to love over the years. The campaign will unfold with a 360-degree outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print and TV.

The TVC:

[youtube]https://www.youtube.com/watch?v=3bbiIqwh2rg[/youtube]

Credits:

Creative Agency: J Walter Thompson, Delhi

Director: Sunhill Sippy

ECD: Sumati Singh

AVP & Sr. Creative Director: Amitav Misra

Senior VP & Head (PO1 Unit): Babita Baruah

VP & Creative Senior Director: Ritu Nakra

Associate VP & Client Servicing Director: Anubha Mathur

Production House: Firecracker

Producer: Meeta Dave

Info@BestMediaInfo.com

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