Lay’s has launched a digital campaign for its recently introduced range of chips - Lay’s Wafer Style. Titled ‘#TheThinPossibleChip’, the campaign encourages fans to try magic tricks using the flavourful and light snack.
Kick-started by brand ambassador and actor Alia Bhatt, and actor Siddhant Chaturvedi, the campaign aims to amaze the audience as they perform magic tricks using the flat-cut and paper thin, Lay’s Wafer Style.
In the video, Bhatt can be seen holding the thin chip in her hand and making it magically disappear as she clicks her fingers. Towards the end, she throws #TheThinPossibleChip challenge to her fans and asks them if they can make the Lay’s Wafer Style chip disappear.
Taking a cue from Bhatt, celebrities such as Shehnaaz Gill, Hina Khan, Nupur Sanon, Siddharth Nigam, Avneet Kaur, Raghav Juyal, Anushka Sen, Gauhar Khan, and Jasmin Bhasin will also be joining the campaign.
Shailja Joshi, Director – Marketing, Potato Chips Category, PepsiCo India, said, “Lay’s Wafer Style is the thinnest chip from the house of Lay’s and we’ve received an overwhelming consumer response that has further encouraged us to drive the messaging of the thin and light chip with #TheThinPossibleChip campaign. The digital campaign brings alive the unique attributes, especially the thinness of the chip in a fun and playful manner with celebrities and content creators performing illusions and making the Paper-Thin, Wafer-Thin chip disappear. With this campaign, we hope the magic of Lay’s Wafer Style continues to win hearts of many consumers across the country.”
To spread the magic, Lay’s is also engaging with influencers by sending them Lay’s Wafer Style hamper which includes a T-shirt and Lay’s Wafer Style packs in three special flavours - Salt & Pepper, Tangy Treat and Sundried Chilli.