NEW DELHI:  Adding joy and cheer to the upcoming festive season, Lay’s, one of India’s leading potato chip brands, unveiled a fun and quirky #LaysKhol campaign. As part of this campaign, 18 special limited-edition Lay's Kholo packs featuring an intriguing question on each pack with a quirky answer given inside the pack have been shared with celebrities, influencers, and friends of Lay's.

The festive campaign comes at the back of recent PepsiCo India and Airtel announcement of the special initiative to offer up to 2GB of free data for the customers. The first phase of the #LaysKhol campaign featured popular cricketers including Virender Sehwag donning his special Baba Sehwag Avatar, Shikhar Dhawan, Yuzvendra Chahal, Brett Lee, Harbhajan Singh, and Rahul Tewatia. In the four-part video series, cricketers engaged in fun, quirky and laughter-inducing dialogues that not only engaged the cricket fans but also drove conversations in a clutter-breaking way.  

PepsiCo India senior director and category head – foods Dilen Gandhi said, “During the festive season, consumers seek entertaining and light-hearted content. Building on this insight, our new campaign #LaysKhol features a unique brand association with popular cricketers, celebrities, and budding influencers, who are seen creating engaging and enjoyable content. Through the multi-channel campaign, our objective is to target brand fans, drive engagement, and deepen regional penetration. We’re confident that FAN’s of LAY’S will like the LAY’S Kholo pack memento crafted to add a little more fun and make their experience special.”

The activity has so far received an overwhelming response from the netizens and has garnered significant mileage for the brand with more than 1600 organic posts and stories leading to over 3.58 million engagement on social media.