Snapchat has released a new AR lens to introduce the new Lay’s Wafer Style, the latest offering from the house of Lay’s.
Recently launched by PepsiCo India, the chips now have an interactive lens that Snapchatters can use to witness a magic trick starring themselves.
In order to introduce a chip that is ‘so thin that it disappears’, the lens allows users to participate in a magic trick where they get to see themselves disappear in smoke.
This partnership between Lay’s and Snapchat is expected to deepen consumer engagement, especially amongst millennials and Gen-Z - who form the primary target audience for Lay’s.
Gaurav Jain, Head of APAC Business Expansion, Snap Inc, said, “The young Indian audience today has an evolved palate and engages meaningfully with quirky, relatable and easily shareable content. With our first-of-its-kind lens Snapchatters can watch themselves disappear- an ideal way to captivate imagination. We are confident that this new lens will resonate with Snapchatters across the country, leading to a successful launch for Lay’s Wafer Style.”
Snapchat has, in the past, launched multiple AR lenses in collaboration with various other brands in the country.
“We have been frontrunners in delighting Lay’s fans with unique and flavourful experiences. With the launch of Lay’s Wafer Style, we are ready to delight fans again with the thinnest chips from the house of Lay’s. Keeping consumer preference in mind, we’ve created region-specific flavours in a format that will be loved by all. We’re excited to have our brand ambassador Alia Bhatt feature alongside Siddhanth Chaturvedi, creating magic with this new campaign. Our partnership with Snapchat is meant to bring alive the proposition of the brand in a disruptive way and we’re looking forward to huge participation and engagement by our consumers. We are confident that the audience will love this new offering, Lay’s Wafer Style, just like our other food innovations.” said Shailja Joshi, Director Marketing - Potato Chips Category India at PepsiCo India.
Snapchat sees over 6 billion AR Lens plays every day, as per the company, and has more than 200 million people engaging with AR every day.