Potato chips brand Lay’s from PepsiCo is back with two new distinct, limited-time flavours, Lay’s Herby Crush and Lay’s Cheesy Love. These new variants have been launched in the run-up to Valentine’s Day 2021, which is a celebration of relationships, friendship and love for the youth of today.
The brand has introduced Herby Crush and Cheesy Love flavours by adding its own unique twist to both the flavours. Combining a widely loved palette with its flavour expertise, Lay’s aims to make the two new variants ‘an affair to remember’ through the TVC campaign #YeWaalaYaadRahega.
In line with this, a TVC featuring Lay’s brand ambassadors Ranbir Kapoor and Alia Bhatt has been launched. Set against a relatable backdrop, the film features the two celebrities engaging in a fun, romantic banter with one another. Their repartee is characterised by poetic quips for one another, playfully disguised as witty remarks about the new Lay’s flavours.
Ritu Nakra, WPP Lead, PepsiCo Foods at Wunderman Thompson, India, said, “Lay’s builds connections of the heart and the chip enables new relationships. This Valentine's Day, Lay’s is launching two limited-time-only flavours. The brand narrative explores how the two new flavours of Lay’s let lovers, friends, acquaintances, and even complete strangers make and celebrate their relationships over a shared moment of chips.”
Dilen Gandhi, Senior Director and Category Head, Foods, PepsiCo India, said, “As leaders in the category, we at Lay’s are delighted to introduce two new, limited-time flavourful innovations to our portfolio with the launch of Lay’s Herby Crush and Lay’s Cheesy Love flavours. Lay’s has always aimed to add joy to consumers’ lives and make special moments even more special. Ahead of Valentine’s Day, we sincerely hope these new flavours as well as the #YeWaalaYaadRahega campaign with Ranbir and Alia will prove to be truly ‘memorable’ for our fans and consumers across India.”
The launch of the TVC is first in the line of numerous activations that the brand has in the pipeline for the upcoming weeks. The latest launch is being brought to life through a robust 360-degree digital surround campaign ‘What’s Your Relationchip Status’ panning across multiple platforms. As a key highlight of this digital campaign, Lay’s will be engaging with over 3,000 micro influencers and bringing alive the proposition organically on social media.
The new Lay’s Herby Crush and Cheesy Love flavours are now available on leading retail and e-commerce platforms across India.
Creative Agency: Wunderman Thompson
WPP Lead, PepsiCo Foods, India: Ritu Nakra
Chief Creative Officer: Senthil Kumar
Executive Creative Director: Udayan Chakravarty & Dushyant Chopra
Strategy Leads: Atishi Pradhan & Arnab Datta Chaudhuri
Creative Directors: Sameer Kumar & Dapindra Singh
Copywriter: Aakash Aher
Account Management: Yashi Vikram, Shivangi Shubham, Konika Chaliha Dastidar and Binay Mehra
Production House: Hope Productions
Director: Gauri Shinde
Producer: Anil Naidu