PepsiCo India has rolled out a film to salute those who have kept the manufacturing and distribution of its potato chip brand Lay's running during the lockdown.
Conceptualised by Team WPP India the film celebrates farmers, factory workers, truck drivers, distributors, sales force, retailers and delivery executives.
Dilen Gandhi, senior director and category head – foods, PepsiCo India, said, “Every step of the journey from farm to finger is filled with countless stories of people who face tough challenges but overcome them with dedicated efforts and with a smile on their face. They might be working behind the scenes, but they are the real heroes of the story. With the #Heartwork campaign, we want to extend our sincere gratitude and appreciation to each one of them. It is thanks to their efforts that Lay’s is able to bring joy to millions of consumers in India.”
Ritu Nakra, WPP India lead, PepsiCo Foods, said, “#Heartwork is our latest endeavour acknowledging the tireless spirit of all the people who are behind the scenes who have ensured the uninterrupted supply of Lay’s to the consumers. This community spirit inspired Team WPP to create a warm and touching story of deep gratitude. Lay’s helps build and celebrate connections and with this film we expand the narrative of heartfelt connections to the unsung heroes.”
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Watch the film conceptualised by Ogilvy here