Cricket buffs are a disappointed lot this time. The ICC Cricket World Cup 2015 set to happen in Australia and New Zealand will be aired at odd hours in India between 3:30 am and 12 pm. What this means essentially is that the matches would coincide with their day jobs, morning college lectures and just about anything important that needs to be done in the day.
Sensing this mismatch in timings, Lay’s India, the country’s favourite potato chips company has launched its latest campaign ‘Yeh Game Hi Hai…Taste Ka’. The chips major is urging consumers to stay tuned to the matches no matter what comes in the way, as long as there is cricket, fun and Lay’s chips to be had. The ad campaign also helps drive awareness to the sporting event, as the brand is the official snack partner of the ICC Cricket World Cup 2015.
Conceptualised by JWT and directed by Ravi Udyawar from RU Films, the new ad features Ranbir Kapoor and Pankaj Kapur in a catchy jingle led story. The story (as much as I could make out) shows people from all walks of life being highly disappointed with the world cup match timings this time. When the story reaches a point where all these guys are looking for a solution to the dilemma – to do their work or watch the match, in comes in Ranbir Kapoor to a classroom packed with the same people as students.
Pankaj Kapur as the professor is soon bribed with Lay’s chips, while the students disappear from class. Cut to the scene where they are all now seated in front of a television watching their cricket matches. “Cricket and friends hi tho funda hai Lay’s ka…” goes the ad jingle as Ranbir is asked why…and he says, “kyunki… yeh game hi hai taste ka.”
You may be at college or at work, never take your eyes off the television and never stop crunching on a pack of Lay’s. Better still, mass bunk college or office and feel good about the taste of the game as well as your Lay’s chips. Whichever way one looks at the ad, it still does not give a solution to true cricket fans.
Per the company press release, Rajiv Mathrani, director and category marketing head-Snacks PepsiCo India states, “We are capturing a very pertinent insight of mismatch timings of the ICC Cricket world Cup 2015 and how the love for Lay’s will help you get away from sticky situations and help the consumers watch the match.” Further, he adds that the campaign will see a series of films with Ranbir Kapoor and Lay’s best buddies in quirky and playful scenarios that make for a perfect solve to tide over mismatched timings.
The idea has been extended on to social media as well. Fans and followers of cricket are being asked to share solutions to the problem of mismatched timings. The Lay’s India Facebook and Twitter pages are engaged in creating conversations around the central message – #YehGameHiHaiTasteKa, while driving views to the ad video.
Visuals on the social networks reflect the ad with an animated Pankaj Kapur (the college professor) made to look like a villain of taste. Funny limericks provide solutions to watching the match along with crunching Lay’s without interruptions.
Additionally, a #YehGameHiHaiTasteKa contest has been hosted on both Facebook and Twitter, where users have been invited to get creative with their responses on how they would watch the match in a given tricky situation. Situations could vary from a long lecture at college to a morning date with your partner. The most creative ones are being rewarded with an all expenses paid trip to Australia for the match between India and Pakistan.
Q1. Last few overs are left and you are caught by traffic police. How will you tackle the situation? Tell us with #YehGameHiHaiTasteKa.
— Lay’s India (@Lays_India) January 19, 2015
Q3. Your gf/bf wants to meet and you have to give an excuse of skipping the meet because of the match. Tell us with #YehGameHiHaiTasteKa
— Lay’s India (@Lays_India) January 19, 2015
A taste of cricket
Lay’s India has had Ranbir Kapoor as the face of the brand along with his Lay’s buddies who are usually seen at college canteens or elsewhere crunching on the chips. The stories were woven around college life then, “Yeh game hi hai..taste ka” looks like an extension of that, but presented more as a solution to the mismatched India match times. It hopes to associate Lay’s as the taste of cricket. But, I don’t know how one can mass bunk college or work to watch the match.
The magic of Ranbir does work here with a little help from the ace actor, Pankaj Kapur. Most of the conversations are being driven through the contests and the visuals shared on social media. Inviting creative solutions to watch the match from users is a good way to grab attention and keep the brand conversation going.
Hoping to find a good solution in the upcoming series of ad films.