Lay's Wicked Love is the Flavour of the Season

Lay's Wicked Love is the Flavour of the Season

DELHI, January 21, 2016 /PRNewswire/ --



Launches New Campaign 'Love to Love it'



Link to campaign stills, TVC [http://we.tl/qt0dtnPrIT ]



Link to making of the TVC [https://fileshare-ap.bm.com/dl/EvhhRxje7p ]



It's still a month to go for Valentine's Day but Lay's is already ready to celebrate
love, albeit, in a quirky way through its new campaign - 'Love to Love it'. The new
campaign celebrates the love for the great taste of Lay's in a way that is edgy, humorous
and will appeal to the Indian youth.



(Logo:
http://photos.prnewswire.com/prnh/20160121/10138670 )




The campaign idea for 'Love to Love it' is based on a simple but powerful snacking
insight, that a delicious snack like Lay's is tempting enough to trigger change in
people's demeanour, even if it be for a moment. It can make people act in uncharacteristic
ways in order to get to their hands on a pack of Lay's. The campaign unfolds through a
series of exciting films featuring brand ambassador Ranbir Kapoor, essaying offbeat and
never-seen-before characters. The campaign will see Ranbir Kapoor in humorous, playful
situations that will give consumers a reason to go out of character for the love of Lay's.



According to Partho Chakrabarti, Vice President, Snacks Category, PepsiCo India, "Our
new campaign has been built on the insight of the basic human truth of how on seeing
something tempting, one can do whatever necessary to get it; even if it means acting out
of character. The campaign has been woven around the great taste of Lay's, which triggers
an intense urge in people to get the pack. The campaign highlights the fact that you just
can't help loving the great taste of Lay's and hence, the tagline 'Love to Love It'."



Speaking on his experience of working on the campaign, Ranbir Kapoor, Brand Ambassador,
Lay's, said, "Lay's is a brand which speaks to the youth of the country. The idea behind
the new campaign is that when you see a packet of Lay's you just want it and will do
anything to get it. The campaign is all about the love for Lay's, which is extraordinary,
fresh and wicked. It's edgier than any of the previous Lay's campaigns, and has a wackier
take on idea of love. I had a lot of fun playing the different characters in the films and
I'm sure consumers will have as much watching it, as I did shooting it."



Speaking about the creative thought behind the ad films, Babita Baruah, Senior Vice
President and Head, PO1 Unit, J. Walter Thompson - Delhi, said, "'Love to Love it' is
based on a simple truth that you can't help loving the great taste of Lay's. The creative
idea is about how you can go to any length to get your Lay's. The films are a humorous
take on the proposition, with Ranbir Kapoor in unexpected roles. There is an integrated
campaign being developed on this idea."



Ever since its launch in 1995, Lay's has always stood for great tasting potato chips
in international flavours that consumers have come to love over the years. With the new
brand campaign, Lay's seeks to celebrate this love for Lay's and engage with consumers
across multiple touch points. The campaign will unfold with a power-packed 360-degree
outreach and engagement plan across media vehicles. The brand will have a significant
presence across digital, retail, radio, print and TV.



Credits




Designation Name
Director Sunhill Sippy
Creative Agency J. Walter Thompson, Gurgaon
Executive Creative Director Sumati Singh
AVP & Senior Creative Director Amitav Misra
Senior VP & Head (PO1 unit) Babita Baruah
VP & Creative Senior Director Ritu Nakra
Associate VP & Client Servicing
Director Anubha Mathur
Production House Firecracker
Producer Meeta Dave


About Lay's:



Launched in 1995 in India, Lay's is one of the marquee brands from PepsiCo India and
has always been known for bringing in flavours of the world along with Indian flavours
that our consumers love. Lay's has wide range of offerings under its umbrella, with unique
and indulgent flavours that cater to both local and international tastes. It is available
in Indian flavours like Magic Masala and also has brought in innovative international
flavours like Spanish Tomato Tango, American Style Cream and Onion, Caribbean Hot and
Sweet Chilli, Classic Salted and Lay's Chile Limon. Consumers can also log into the Lay's
Facebook page at www.facebook.com/laysindia [http://www.facebook.com/laysindia ].



About PepsiCo India:



PepsiCo entered India in 1989, and has grown to become one of the largest MNC food and
beverage businesses in India. PepsiCo India has been consistently investing in the country
and has built an expansive beverage and snack food business supported by 37 beverage
bottling plants and 3 food plants. PepsiCo India's diverse portfolio includes iconic
brands like Pepsi, Lay's, Kurkure, Tropicana 100%, Gatorade and Quaker.



PepsiCo's growth in India has been guided by 'Performance with Purpose', its goal to
deliver top-tier financial performance while creating sustainable growth and shareholder
value. In practice, 'Performance with Purpose' means providing a wide range of foods and
beverages from treats to healthy eats; finding innovative ways to minimize our impact on
the environment and lower our costs through energy and water conservation, as well as
reduced use of packaging material; providing a safe and inclusive workplace for our
employees globally; and respecting, supporting and investing in the local communities
where we operate. In 2009, PepsiCo India achieved a significant milestone, by becoming the
first business to achieve 'Positive Water Balance' in the beverage world, a fact verified
by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since
then. For more information, please visit www.pepsicoindia.co.in
[http://www.pepsicoindia.co.in ]




 
For further details, please contact:

 
Aanchal Dhar 
Tel: +91-9999690904 
Email: aanchal.dhar@bm.com

 
Tanvi Ajmani 
Tel: +91-9999886574 
Email:tanvi.ajmani@bm.com  
Genesis Burson-Marsteller

 
Sandipan Ghatak 
Tel: +91-124-44998400 
Email: sandipan.ghatak@pepsico.com 
PepsiCo India 
 



 





Photo:
http://photos.prnewswire.com/prnh/20160121/10138670


Photo:http://photos.prnewswire.com/prnh/20160121/10138670
http://photoarchive.ap.org/
Photo:http://photos.prnewswire.com/prnh/20160121/10138670
http://photoarchive.ap.org/
PepsiCo India


-------
Profile: intent