MAM

Lay’s unveils a series of TVCs for its ‘smile deke dekho campaign’

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/10/21/lays.jpg?itok=tYSTSgQG

MUMBAI: LAY’S, India’s favorite potato chip brand, today launched their latest series of TVCs for the all new ‘Smile Deke Dekho’ campaign featuring India’s leading Bollywood actors and youth icons Ranbir Kapoor and Alia Bhatt. With this new campaign, LAY’S brings alive the idea of how a Smile comes in a variety of flavors and goes beyond the conventional boundaries and barriers to establish connections portraying various moods and emotions. The TVCs capture how ‘Smile’ is a universal language and sharing a pack of LAY’S chips with a smile can help build connections effortlessly.

LAY’S has always been the perfect companion for every celebration and good times with friends. For over two decades, LAY’S has been on a mission to bring more smiles to the consumers across the country. To further this proposition, the brand has brought its global Smile campaign to India as ‘LAY’S Smile Deke Dekho’ campaign.  Launched for a limited time period, the new LAY’S packaging features six different smiles that capture different moods and emotions through its various flavors.

Expressing his thoughts on the campaign, Mr. Dilen Gandhi, Sr Director, Marketing – Foods Category, PepsiCo India, said, “LAY’S Smile Deke Dekho is based on a simple premise that just like a smile, a pack of LAY’S can build connections between people. And when you combine a smile and LAY’S the results are magical. To tell these stories we have brought together two of India’s best actors - Alia and Ranbir - for the first time on screen together for a series of stories told by one of India’s foremost filmmakers - Dibakar Banerjee. These stories are just the latest chapter in the brand’s two-decade history of building connections. And judging by the response we are getting on social media, one of our best yet.”

As a brand, LAY’S has always closely resonated with the youth of the country and has been a part of all their fun and special moments. With travel being their topmost passion points, the new LAY’S TVCs also portray how LAY’S is a constant travel-partner for consumers in India.

Speaking about the TVC, Mr. Senthil Kumar, Chief Creative Officer, Wunderman Thompson India, said, “In this emoticon crazy world, we wanted to give actual emoting a chance. Our device - the most beautiful emotion ever - a smile. We asked the country to try sharing theirs and that resulted to #SmileDekeDekho. The journey started with packaging design - giving each flavor the smile that went best with it. Then we went live with spots featuring Bollywood heartthrobs Alia Bhatt and Ranbir Kapoor - casting them in TVCs as strangers, acquaintances and as a couple - where they taught the country how to use the packs. Slotted for right after - we’re going live on mobile screens across the country - giving those hooked to it, reason enough to look up, and share a smile with the lovely people around them. Just how? You’ll know when it happens, keep watching the series of TVCs on the campaign.”

Directed by Dibakar Banerjee, the new TVC captures an interesting conversation between Alia and Ranbir as they embark upon a journey on a train. When Alia asks Ranbir to share, he abruptly refuses thinking she is talking about his pack of LAY’S. Alia then clarifies that she was talking about the seat and taunts Ranbir, as a response to which he quips about having a charming smile. The TVC ends with the trail of the song ‘Smile Deke Dekho’.

The first look of the campaign was revealed earlier last week through a teaser on social media on the occasion of World Smile Day, wherein brand ambassadors, Ranbir Kapoor and Alia Bhatt, were seen exchanging smiles using LAY’S packs.

As a part of the larger campaign for ‘Smile Deke Dekho’ the brand also connected with leading influencers across social media to drive awareness for the new packaging. The smiles of all influencers were mapped and were then matched to our various flavor variants. The brand produced personalized packs of LAY’S, featuring the smiles of influencers that were sent out to them, creating a money-can’t-buy delightful moment for them. The campaign drove huge engagement across platforms generating over 70 million impressions.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/shams.jpg?itok=ry8rgVg_
Isobar India to nurture future strategists with 'KickStrat'

MUMBAI: Isobar India, the digital agency from the house of Dentsu Aegis Network (DAN), has announced the launch of ‘KickStrat’, an internship opportunity to foster future strategists.KickStrat is the most comprehensive and exclusive 24-week training programme that allows young and budding talents...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/gulf.jpg?itok=YAMZMdIh
Gulf Oil, MS Dhoni release animated campaign on living positively in the ‘new normal’

MUMBAI: Gulf Oil Lubricants India Ltd has launched an animated video campaign featuring its brand ambassador MS Dhoni with the message #NewWayForward, emphasising the significance of having a positive outlook when we are all set to return to our daily routine post-lockdown.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/egon.jpg?itok=J3NjQ2Yb
Aegon Life Insurance pledges ‘no violence’ against doctors through #savethesaviour initiative

MUMBAI: Aegon Life Insurance has launched a unique digital campaign, #Savethesaviour, to show gratitude towards the doctors and thank them for their hard work and dedication, during these times of crisis. Doctors give more than 100 per cent of their effort to the society, leaving behind their...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/safe.jpg?itok=Kn1AirR5
Wipro Consumer Care and Lighting introduces Wipro Safewash Anti-Germ Liquid Detergent

Wipro Consumer Care and Lighting today announced the launch of Wipro Safewash Anti-Germ Liquid Detergent with 99% germ protection formula. Safewash Anti-Germ is a pioneering solution for germ protection for fabrics, ensuring that clothes are not only fresh and clean but also germ-free.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/dhara.jpg?itok=frxv8jcN
Dhara rekindles "Dhara Dhara Shuddh Dhara" tune

MUMBAI: Imprinted in our memories from the time the ad used to play on Doordarshan, the jingle and the jalebi kid is still alive in our hearts and mind even after two decades. Back in the early 90's, this tune had kick-started the ‘Anokhi Shuruat’ of a dynamic journey for the leading edible oil...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/music.jpg?itok=qtpv7WtS
IPRS to host a webinar on ‘Getting organized during Adversities’ in association with Music Plus

In the wake of current pandemic, many sectors and industries been adversely impacted resulting in widespread uncertainties. There are growing concerns over livelihood and people are looking for direction and support to survive the economic downturn.  The importance of being represented as a...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/gozoop.jpg?itok=LujdvIij
GOZOOP wins SterloMax account

MUMBAI: Digital-first integrated marketing company Gozoop has won the integrated marketing mandate for SterloMax, following a multi-agency pitch. SterloMax, a WHO-recommended hand-rub disinfectant and sanitizer, is the worldwide gold standard for hygienic hand disinfection. The SterloMax brand of...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/sudgir.jpg?itok=e53SnQ_s
Corning Appoints Sudhir Pillai as India MD

MUMBAI: Corning Incorporated has announced that Sudhir Pillai has been appointed to the role of managing director for Corning India. Pillai, who most recently served as commercial director, Corning Life Sciences, will be based in Gurugram, Haryana and will spearhead the company’s growth and...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/Untitled-1.jpg?itok=md26Vdp0
Thailand Prime Minister leads National Committee to promote 5G development

A 26-member National 5G Committee has been formed with Thailand Prime Minister Prayut Chan-o-cha as chairman to coordinate the 5G development and boost the digital economy in the country. The committee is also tasked with mitigating obstacles regarding the recall of unused spectrum, from state...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required