Lay's Gourmet has appointed Saif Ali Khan as its new brand ambassador and also launched a new TVC featuring the actor.
The partnership aims to magnify the taste and finesse of Lay’s Gourmet chips. The actor will bring his charm and flair, in an attempt to reinforce that it is not just a regular chip, but a snacking experience that deserves to be savoured.
The TV commercial, directed by Vivek Kakkad, begins with Khan walking through a luxuriously decorated corridor to meet journalists Aditi and Anjali, who are waiting to interview him. The grandeur of the actor’s home leaves the journalists awestruck.
They discuss the possibility of the house having multiple chandeliers in each room, a legion of butlers at his service, and even a lion as his companion. Oddly enough the things that they imagine suddenly start emerging around Khan, leaving him confused. Aditi intervenes, reminding Anjali that Khan’s exquisite taste should not be judged solely by his opulence.
Intrigued, Anjali wants to learn more about his extraordinary taste, and at that moment, he surprises them by placing packs of Lay’s Gourmet on the table. Anjali, excitedly exclaims, “Chips! Oh, I love chips.” But Aditi corrects her, saying, “These are not chips, Anjali. They are Lay’s Gourmet.”
Shailja Joshi, Director-Marketing, Potato Chips Category, PepsiCo India, said, “We are thrilled to welcome Saif once again as a member of the Lay’s family, this time as the face of our range of slow-cooked premium kettle chips, Lay’s Gourmet. His impeccable taste and refined choices in life make him the perfect partner to showcase the crafted experience of Lay’s Gourmet. Our new TV commercial seamlessly establishes this correlation as it gives a sneak peek into what actually defines Saif as the connoisseur of finer things. We’re confident that our fans will embrace him as the face of Lay’s Gourmet, just like they’ve been savouring the well-deserved experience and rich taste of these delightful chips.”
Khan said, “My previous association with Lay's was for many years and is very memorable to me. I am equally thrilled to rejoin the family as the first-ever brand ambassador for Lay's Gourmet. These aren't just chips, they're the perfect accompaniment for moments of finesse. I am sure that the audiences will appreciate the exceptional taste and quality of Lay's Gourmet chips, just as much as I do."
"When we think of royalty, we often associate it with opulence and grandeur. However, true royalty is characterised by a focus on quality and perfection, which is precisely what makes Lay’s Gourmet stand out. Crafted from fine ingredients, each chip is a testament to the pursuit of the best flavour and experience. And who better than the Nawab of Pataudi himself, Saif Ali Khan, who embodies the spirit of quality and sophistication, to bring alive the experience of Lays Gourmet,” Rajdeepak Das, CEO and Chief Creative Officer, South Asia, Leo Burnett said.
The TVC launch will be followed by a 360-surround plan and Khan will continue to be a pivotal part of future Lay’s Gourmet campaigns.
Creative Agency: Leo Burnett
CEO-Leo Burnett South Asia: Dheeraj Sinha
CEO and Chief Creative Officer, South Asia: Rajdeepak Das
National Creative Director: Vikram Pandey
National Creative Director: Sachin Kamble
President-North: Samir Gangahar
Executive Vice-President: Jaikrit Singh
Executive Creative Directors: Shahnawaz Qadeer and Pramod Chavan
Strategy Leads: Noor Samra and Shailja Dhoundiyal
Sr Creative Director: Alisha Sharma
Sr Copywriter: Shweta Bharti
Film Department: Sagar Bhanushali
Vice-President: Binay Mehra
Brand Services Director: Kirti Sinha
Production House Credits
Production House: Pack Films
Director: Vivek Kakkad
Producer: Vincent Gomes