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Lay’s is back with two new innovative, limited-time flavours

Shreoshree Chakrabarty January 21, 2021
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Continuing the streak of flavourful innovation, Lay’s launches two new distinct, limited-time flavours, Lay’s Herby Crush and Lay’s Cheesy Love. The potato chips brand welcomes these new variants in the run-up to Valentine’s Day 2021 –which is a celebration of relationships, friendship and love for the youth of today.

By adding its own unique twist to both the flavours, the brand has introduced Herby Crush and Cheesy Love flavours. Through the TVC campaign #YeWaalaYaadRahega, Lay’s aims to make the two new variants ‘an affair to remember’ for fans, combining a widely loved palette with its flavour expertise.

Set against a relatable backdrop the film features India’s youth icons and Lay’s brand ambassadorsRanbir Kapoor and Alia Bhatt engaging in fun, romantic banter with one another. Playfully disguised as witty remarks about the new Lay’s flavours, their repartee is characterized by poetic quips for one another.

Describing the uniqueness of the two flavourful variants, the face of Lay’s, Ranbir Kapoor said they have tried to bring the distinctiveness of the flavours, alive in the TVC and hope that everybody will relish the new offerings.

Brand ambassador Alia Bhatt shared her fun experience at the time of their shoot and wishes that the consumers enjoy the new innovative flavours of Lay’s this Valentine’s Day.

Ritu Nakra, WPP Lead – PepsiCo Foods at Wunderman Thompson, India added, “Lay’s builds connections of the heart and the chip enables new relationships. This Valentine’s Day, Lay’s is launching two limited-time-only flavours. The brand narrative explores how the two new flavours of Lay’s let lovers, friends, acquaintances, and even complete strangers make and celebrate their relationships over a shared moment of chips”.

Sharing his thoughts on the new launch and the campaign, Dilen Gandhi, Senior Director and Category Head – Foods, PepsiCo India remarked, “As leaders in the category, we at Lay’s are delighted to introduce two new, limited-time flavourful innovations to our portfolio with the launch of Lay’s Herby Crush and Lay’s Cheesy Love flavours. As a brand, Lay’s has always aimed to add joy to consumers’ lives and make special moments even more special. Ahead of Valentine’s Day, we sincerely hope that these new flavours, as well as the #YeWaalaYaadRahega campaign with Ranbir and Alia, will prove to be truly ‘memorable’ for our fans and consumers across India”. 

The brand has numerous activations in the pipeline for the upcoming weeks and the launch of this TVC marks the beginning of it. A robust 360-degree digital surround campaign – ‘What’s Your Relationchip Status’ is also being brought to life with the launch, panning across multiple platforms. Bringing alive the proposition organically on social media, Lay’s will be engaging with over 3000 micro-influencers.

You can now enjoy the new Lay’s Herby Crush and Cheesy Love flavours which are available on leading retail and e-commerce platforms across India.

 

AGENCY CREDITS:

Creative Agency: Wunderman Thompson

WPP Lead – PepsiCo Foods, India: Ritu Nakra

Chief Creative Officer: Senthil Kumar

Executive Creative Director: Udayan Chakravarty & Dushyant Chopra

Strategy Leads: Atishi Pradhan & Arnab Datta Chaudhuri

Creative Directors: Sameer Kumar & Dapindra Singh

Copywriter: Aakash Aher

Account Management: Yashi Vikram, Shivangi Shubham, Konika Chaliha Dastidar and Binay Mehra

Production House: Hope Productions

Director: Gauri Shinde

Producer: Anil Naidu

 

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