Lay’s, the potato chip brand from PepsiCo India and one of the leading snack brands in the country, has rolled out a brand new communication line for 2014 with the launch of ‘Lay’s Best Buddies’. As part of strengthening the brand philosophy – ‘Pal banaye magical’, the potato chip maker plans to make ‘Lay’s Best Buddies’ as the coolest group on campus with the most happening and magical fun moments.
The brand has launched a TVC featuring Lay’s Best Buddies, following teaser updates and an exclusive trailer video on its social networks since January. Interestingly, the ad is being promoted as episode 1 of Lay’s Best Buddies Season 2014, suggesting that there will be additional episodes to this college story.
Conceptualised by JWT, the ad film stars the young and popular actor Ranbir Kapoor as the loveable Sid and portrays the formation of the group. The group reminds one of their own college gang, where each member has a distinct identity. There is Ragz the techie, Sushi the tom boy, Kaira the sexy and stylish diva and Vir who digs sports, apart from mischief-maker Sid. These guys meet up at a Fresher’s Party where Sid fools them into believing he is a senior at first. Uploaded on Jan 12, 2014 on Lay’s India YouTube channel, the video has received over 543K views till date.
‘Lay’s Best Buddies’ go social
Prior to the big reveal on social media, Lay’s India began gearing up its fans to the new in a campaign designed and executed by Mindshare. The social platforms of the brand started posting teaser updates about Ranbir and inviting fans to guess what’s coming up in the new year. The Lay’s India Facebook page that has more than 3.5 million fans, shared visuals like the one shared below before introducing the group.
With the help of visuals, the group was then introduced one by one starting with Ranbir Kapoor and each of the members with the roles they played. An exclusive trailer video of the ad (projected as an episode) was then shared on the wall. Titled ‘Lay’s Best Buddies – First Look’, the one minute trailer introduces the group through bits and pieces from the TVC, while bracing up fans for the season of friendship. Uploaded on January 10, 2014, the trailer video has garnered 800+ views till date.
The film was revealed eventually following visuals on each of the characters and their traits. There were simultaneous updates on the Lay’s India Twitter page, which also added to the fun by including contests. Twitter users were invited to name the gang and win, while the TVC was set to be launched. This also got the hashtag #LaysBestBuddies to trend at top India trends.
— Lay’s India (@Lays_India) January 12, 2014
Connecting with the youth
When you think of snack foods and beverages, you can’t help imagine a college canteen or the crowds of students thronging away at food stalls. So the concept of a cool college gang, the ‘Lay’s Best Buddies’ in this ad isn’t particularly exciting. But, the concept of storytelling surely is! The well targeted storytelling has been well reflected on the brand’s social platforms too.
Launching the ad film as episode 1, pre and post promotions on Facebook and Twitter accompanied by engaging contests, has managed to create a decent buzz in the online world. The timely visual updates shared on the pages have been designed well too.
In the dull snack food category space, Lay’s Best Buddies gives a good reason to look forward to the brand. Apparently, a fresh new attempt at ‘Pal banaye magical’ for the same old potato chips!