Campaign India Team
Jun 26, 2009

Lay’s new flavour urges consumers to be ‘dillogical’

Frito- Lay, Pepsi’s snack division, has unveiled a new TVC featuring the brand ambassador, M.S.Dhoni, to push its new launch ‘Lime n Masala Masti’ Lay’s.

Lay’s new flavour urges consumers to be ‘dillogical’
Frito- Lay, Pepsi’s snack division, has unveiled a new TVC featuring the brand ambassador, M.S.Dhoni, to push its new launch ‘Lime n Masala Masti’ Lay’s.

 “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.”
 
Watch the TVC here:

Lay's Elevator from Campaign India on Vimeo.

 
 

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.”

 

 

 

Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

1 day ago

Netflix announces ad tier milestone and adtech platform

The streaming platform’s ad-supported plan reaches 40 million global monthly active users and drives 40% of all signups in the 12 countries where it’s available.

1 day ago

Whisper unveils new phase of #KeepGirlsInSchool to ...

The latest poignant film seeks to normalise periods as healthy changes, empowering young girls to reshape their narratives around puberty.

1 day ago

Group M broadens remit of Wavemaker global chief ...

Jenner will remain as Wavemaker global chief executive.

1 day ago

Samsung's LTE Galaxy Watch6 campaign unlocks ...

The brand's latest film highlights the integration of LTE into consumers' lives, positioning the watch as a reliable digital companion.