MUMBAI: Lay’s has launched a new digital campaign for its recently introduced “thinnest range of chips” - Lay’s Wafer Style. Titled ‘#TheThinPossibleChip’, the campaign encourages fans to try fun and quirky magic tricks using the flavourful and light, “Lay’s Wafer Style – a chip so thin and paper-like, that it disappears.”
Kick-started by brand ambassador Alia Bhatt, and Bollywood actor Siddhant Chaturvedi, the campaign shows the actors enthralling the audience as they perform magic tricks using the flat-cut and paper-thin Lay's Wafer Style. In the video, Alia can be seen holding the thin chip in her hand and making it magically disappear as she clicks her fingers. Towards the end, she throws #TheThinPossibleChip challenge to her fans and asks them if they can make the Lay’s Wafer Style chip disappear.
Taking a cue from Alia, several celebrities including Raghav Juyal, Anushka Sen, Gauhar Khan, and Jasmin Bhasin have joined the campaign on social media.
PepsiCo India director-marketing (Potato Chips Category) Shailja Joshi said, “Lay’s Wafer Style is the thinnest chip from the house of Lay’s and we’ve received an overwhelming consumer response that has further encouraged to drive the messaging of the thin and light chip with #TheThinPossibleChip campaign. The digital campaign brings alive the unique attributes, especially the thinness of the chip in a fun and playful manner with celebrities and content creators performing illusions and making the Paper Thin, Wafer Thin chip disappear."
Lay’s is also engaging with influencers by sending them Lay’s Wafer Style hamper which includes a stylish T-shirt and Lay’s Wafer Style packs in three special flavours - Salt & Pepper, Tangy Treat & Sundried Chilli, and engaging with them to highlight the paper-like thinness of the Lay’s Wafer Style chips through entertaining illusions and tricks.