“The creative concept is about the on-going tussle between the heart and the head that young people go through every day in all the choices they make - what to wear, what subject to take, what to say; with the head mostly winning,” explains Anuja Chauhan, ECD & VP, JWT. “What Lay’s, with its melt in the mouth simple taste, urges you to do is stop listening to your head so much and tune into your heart instead. In other words – ‘Be a little dillogical.”
The spot opens in an elevator with Dhoni faced with a dilemma of whether or not to pose as a friend of a fan. While his head says no, his heart says yes! He listens to his heart and is able to make his fan’s day.
Said Deepika Warrier, head marketing, Frito Lay India, “This campaign focuses on the fact that the most precious moments of one’s life are when one lets the heart do the talking. It is all about making things that matter to the heart happen. We have a new TVC which is around the same theme and which is on air. For launching the new communication campaign we have developed a strong 360 approach with a strong activation leg to bring alive DL moments and choices from everyday lives.”