Lay's celebrates the real flavours of life

Lay’s believes every moment has potential flavours – it can be full of surprises, nostalgia, excitement and much more. It’s moments like these that form the essence of Lay’s new campaign – ‘Savour the Real Flavours of Life’. Associating the real ways of enjoying life with the taste of Lay’s, the campaign depicts the joy of completely immersing in the sweet little nothings of life.

Dilen Gandhi, Marketing Director, Western Snacks Category, PepsiCo India, said, “Experience is the new social currency for the youth today. That’s why they are busy showcasing the experience and sometimes miss living it fully. Lay’s has always been popular among consumers for its real and authentic flavours, and we want to bring back some of that real flavours back into our consumers lives, by highlighting the need to immerse themselves in these moments.”

The new TVC shows two friends vacationing on the beach. While one of them plays frisbee, the other is nose deep in her phone, updating on social media. Looking at her friend, the girl puts forward a packet of Lay’s to catch her attention. The girl leaves her phone and indulges herself in the real flavours of Lay’s and life.

Senthil Kumar

Senthil Kumar, Chief Creative Officer, J Walter Thompson India, said, “Research has shown us that on an average, youngsters are spending five hours or more a day in the virtual world, they are obviously missing out on real experiences in the process. As Lay’s, we wanted to bring this to their attention in a young, light and ‘Lay’s’ way.”

From ‘No one can eat just one’ to ‘What’s the programme?’ to ‘Be a Little Dillogical’ to last year’s ‘Love to Love it’, Lay’s has always been in pace with the pulse of the youth and been an integral part of their lives.

The new TVC, which is a celebration of life, conveys the underlining message of being in the present and cherishing the journey of it all. It was launched nationwide on February 12.

The TVC:

Credits:

Creative Agency: J. Walter Thompson

Chairman and Chief Creative Officer: Senthil Kumar

Executive Creative Director: Sumati Singh

Executive Business Director: Ritu Nakra

National Planning Head: Mythili Chandrasekhar

VP & Sr. Creative Director – Amitav Misra

VP, Strategy Planning: Jayati Majumder

Strategic Planning Director: Neha Sharma

Account Director: Rajat Das

Production House: Ten Films

Director: Raylin Valles

Executive Producer: Shouvik Basu

Producer: Chintan Thakkar

DOP: Jishnu Bhattacharjee

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