Conceptualised by JWT, the campaign gives cricket lovers ideas about how to not miss out on the matches, given their mismatched timings
BestMediaInfo Bureau | Delhi | January 15, 2015
The ICC Cricket World Cup 2015 will be back after four years. Endorsing India’s passion for the game, Lay’s has introduced its new campaign, ‘Yeh Game Hi Hai…Taste Ka’. The campaign, created by JWT, captures the craziness of the people of India when the ICC Cricket World Cup 2015 is on, and how mismatched timings of the matches this year create a dilemma for viewers. The campaign, directed by Ravi Udyawar from RU Films, features Ranbir Kapoor, Pankaj Kapur and Lisa Hayden, and also has a theme track penned by Amitabh Bhattacharya and composed by Dhruv Ghanekar of Wah Wah music.
This year, the tournament is taking place in Australia and New Zealand with matches being broadcast between 3.30 AM and 12 noon, India time. The TVC shows how cricket fans are stuck at offices, colleges, day jobs etc, while the ICC Cricket World Cup 2015 is on air. People are seen getting exasperated with the match timings. Suddenly, Kapoor appears demonstrating different ways to get out of sticky situations using the great taste of Lay’s, and helping young cricket fans enjoy the match with their friends. The TVC ends with Kapoor saying, ‘Ye Game Hi Hai…Taste ka’.
Vipul Prakash, VP - Marketing, PepsiCo India, said, “Cricket has been a great unifying factor and the fever that grips India is unmatched. As the official snack partner of the ICC Cricket World Cup 2015, Lay’s gets the perfect opportunity to start the year through a scale marketing campaign, ‘Yeh Game Hi Hai…Taste Ka’. This campaign offers a Lay’s spin on the powerful insight of mismatched timings to appeal to the consumers. We are enabling consumers to enjoy the game of cricket using the great taste of Lay’s.”
Rajiv Mathrani, Director and Category Marketing Head, PepsiCo India, said, “The campaign idea of ‘Yeh Game Hi Hai…Taste Ka’ brings together the love for Lay’s and love for the game of cricket. We are capturing a very pertinent insight of mismatched timings of the ICC Cricket world Cup 2015 and how the love for Lay’s will help consumers get away from sticky situations and help them watch the match. ‘Yeh Game Hi Hai… Taste Ka’ features a series of films with Kapoor and Lay’s best buddies in quirky and playful scenarios that make for a perfect solve to tide over mismatched timings. The campaign will engage consumers across multiple touch points, bringing the match closer to consumers.”
Sumati Singh, VP and SCD, JWT Delhi, said, “The morning telecast timings for the ICC Cricket World Cup this year led us to the idea behind the Lay’s campaign. When a cricket loving nation looks for ways to catch the matches on television, Lay’s, with its irresistible taste, is the answer. After all, ‘Yeh Game Hi Hai…Taste Ka’.”
Ruchi Mathur, Principal Partner, Mindshare, said, “As the media consumption is increasingly fragmenting, this campaign will reach consumers across multiple touch points. With seamless integrations and activations across traditional and emerging media, Lay's will create multiple viewing opportunities and bring the World Cup closer to its consumers.”
Ranbir Kapoor said, “Lay’s is a brand that speaks to the youth of the country as it appeals to them. Now, with the ICC Cricket World Cup 2015 coming up, people have the urgency to go and catch the favourite sport of our nation, which is cricket. The Lay’s campaign is all about how we are stuck in certain predicaments and situations and how we use our mind and the passion to get out of those tricky situations, to come together with friends and enjoy a good game of cricket. I will try and catch the matches between takes during my shoots, and I am sure people will find a way to watch the matches.”
The campaign will unfold with a 360-degree outreach and engagement plan, and will cut across multiple media vehicles. Taking the insight of mismatched timings, Lay’s will have significant presence across digital, retail, radio, print and TV. Consumer activations and engagement activities will enable consumers to win tickets to the matches in Australia and LED TVs.
Creative Agency: JWT
VP and Senior Creative Director: Sumati Singh
Senior Creative Director: Amitav Mishra
Creative Team: Rinku Singh, Saurabh Anand, Reshna Banerjee, Siva Kumar
Senior VP and Executive Business Director: Babita Barua
Senior VP and National Planning Director: Mythili Chandrasekar
Account Management Team: Ritu Nakra, Anubha Mathur, Shweta Raina, Sidharth Jaggi
Planning Team: Rinky Ray, Noor Samra
Agency Producer: Anupama Ahluwalia, Mandeep Singh
Production House: RU Films
Director: Ravi Udyawar
Music: Amitabh Bhattacharya, Dhruv Ghanekar