MMGB: Lay's extends 'smile' campaign to a musical with Alia Bhatt and Ranbir Kapoor
Watch the film conceptualised by Mindshare Content+ here
Dec 23, 2019 04:42:00 AM | Video | Campaign India Team Share -
Start your work week with this musical film featuring actors Alia Bhatt and Ranbir Kapoor for Lay's.
Conceptualised by Mindshare Content+ the musical is part of Lay's 'smile' campaign and has been composed by Amit Trivedi. It shows how Kapoor's otherwise boring and dull day is changed by Lay's.
Dilen Gandhi, senior director and category head - foods, PepsiCo India, said, “With 'smile deke dekho', Lay's has once again established its position as a front runner in terms of innovation. The success of our campaign comes at the back of the simple insight, backed by creative conceptualisation and seamless execution to bring smiles for all our consumers. The 'Smile Deke Dekho' musical is special as it brings together India’s biggest youth icons Ranbir and Alia grooving together on the tunes of the Amit Trivedi, Sunidhi Chauhan and Nakash Aziz, a combination never seen before. The musical is curated to give everyone an opportunity to cherish, celebrate, groove and dance to the light heartedness of life. We are hoping to have India dancing to the musical as they welcome 2020.”
Rohit Dhawan, principal partner - content plus, Mindshare India (North & East) said, “The Lay’s 'Smile Deke Dekho' campaign was carved to generate buzz, excitement and distinctiveness amongst consumers for the brand. While identifying music as a key passion point to deliver to the brand objectives was easy, the journey of creating a mix of a talent pool that could deliver to it was tricky. And that’s where the partnership with Sony Music kicked in to help us curate an exciting talent pool of Amit, Sunidhi and Nakash to create a piece of music that we believe will engage the listeners. Couple that with the music video that has been made with a novel visual appeal to spread nothing but joy and smiles – much like Lay's.”