Campaign India Team
Oct 22, 2019

Lay's smiles through Alia Bhatt and Ranbir Kapoor

Watch the films conceptualised by Wunderman Thompson here

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.”
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
Campaign India

Related Articles

Just Published

10 hours ago

24 hours with... Vinay Singh

Catch up with Vinay Singh, co-founder of digital marketing agency Digixpressions, as he takes us through what a day in his life looks like.

11 hours ago

Digital Personal Data Protection Act: Marketing's ...

While presenting challenges in terms of compliance and data management, the Act also offers marketers opportunities to build trust, enhance data quality, and innovate in data handling practices.

12 hours ago

Dept taps spatial tech to grow client base in ...

With few splashy pitch wins to speak of, the Carlyle Group-backed firm is content to steer its APAC acquisitions to solving product and tech solutions for clients as it edges closer to taking the company to market. Campaign sits down with Dept's leaders to find out more.

14 hours ago

WPP appoints new global CEO of GroupM as Christian ...

GroupM leadership shake-up to be effective from September this year.