Lay's smiles through Alia Bhatt and Ranbir Kapoor

Lay's has rolled out a campaign featuring brand ambassadors Alia Bhatt and Ranbir Kapoor.

 

Titled 'Smile deke dekho', the campaign conceptualised by Wunderman Thompson, has been unveiled through a film. The film reveals the new 'smile' packaging for Lay's. It shows the duo on a train. Kapoor is shown seated with a packet of Lay's in his hand. Bhatt asks Kapoor to share, but the latter refuses thinking she is talking about his pack of Lay's. Bhatt shows him her very own packet of Lay's and clarifies that she was talking about the seat. The awkwardness comes to an end by Kapoor placing Lay's smile packet in front of him and displaying the smile. 

 

Dilen Gandhi, senior 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 Alia and Ranbir for the first time on screen together for a series of stories told by 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.”

 

Senthil Kumar, CCO, 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 in #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.”

 

CREDITS:

Creative agency: Wunderman Thompson, India

Chief creative officer: Senthil Kumar

SVP and executive business director: Ritu Nakra 

VP and ECDs: Udayan Chakravarty & Nakul Sharma

Vice president strategy: Atishi Pradhan

AVP and strategic planning director: Arnab Datta Chaudhuri

Senior copywriter: Prabhjeet Oberoi

Creative supervisor: Aditya Singh

Copywriter: Deepak Pandey

Senior account executive: Shivangi Shubham

Production house: Rehab films

Director: Dibakar Banerjee

Producer: Siddharth Kelkar