Lay’s Maxx, the chips brand from PepsiCo India, has launched a campaign featuring Ranbir Kapoor and Bipasha Basu.
Titled ‘jitna bada zig, utna bada zag’, the campaign consists of a film conceptualised by Wunderman Thompson. It tries to draw a parallel between Lay’s Maxx's 'Zig-Zag' ridges and a series of ‘lows and ‘highs’ faced by people in life.
Shailja Joshi, associate director, potato chips category, PepsiCo India, said, “Since its launch, Lay’s Maxx has been a supremely loved brand and has become a preferred choice of chips in the premium category owing to the novelty of deep ridges, intense flavour, hard crunch and vibrant colour. The new TVC starring Ranbir Kapoor and Bipasha Basu has a quirky take on the ‘zig’ and ‘zag’ moments of life, which have been manifested through the deep ‘ridges’ of the chip. It is often in these moments of life, over a bag of chips, where we create long-lasting memories. We hope that through this new TVC, we not only encourage fans to take-on life’s zig and zag but also add Lay’s Maxx as a perfect partner to fuel these moments.”
Ritu Nakra, WPP lead - PepsiCo Foods, Wunderman Thompson, India added, “We started out telling the world that Lay’s Maxx has the deepest zig zags. We ended up, giving the world hope, optimism and positivity when it needed it the most. As our spot-on Lay’s Maxx says - Don’t worry bro, jitna bada zig, utna bada zag.”
Creative agency: Wunderman Thompson
WPP Lead - PepsiCo Foods, India: Ritu Nakra
Chief creative officer: Senthil Kumar
Executive creative director: Udayan Chakravarty and Dushyant Chopra
Strategy leads: Atishi Pradhan and Arnab Datta Chaudhuri
Creative team: Sameer Kumar, Dapinder Singh, Aakash Aher and Pranasmita Majhi
Account management: Binay Mehra & Virender Bhawnani
Production house: Dharma 2.0
Director: Shakun Batra
Producer: Garima Vohra and Samira Bandyopadhyay