MUMBAI: Lay’s, one of India’s leading potato chips brands, received an overwhelming response on TikTok for its Wavez4India Challenge. Launched by Yuvraj Singh, one of India’s favourite cricketers and Shakti Mohan, the country’s dancing sensation, the challenge received over 2 billion views in just 3 days of its launch.
TikTok users accepted the challenge thrown by Yuvraj and Shakti and came up with unique dance moves in form of Wavez. With more than 2000 user generated videos, the challenge reiterated the passion towards experimenting with quirky and unique dance moves.
The total number of views for the Lay’s Wavez4India Challenge currently stand at a massive 4 billion.
PepsiCo India sr director – marketing, foods category Dilen Gandhi said, “Lay’s has always stood for introducing new industry innovations. Lay’s Wavez, our new innovative offering – with its unique shape and appetizing flavor – has received an encouraging response from consumers. Associating with an interactive platform like TikTok for this new innovative product, therefore, seemed to be a seamless fit into the brand’s marketing strategy.”
He further added, “The response to the challenge has been phenomenal. We are glad that this association has helped us further our objective to provide our audience an opportunity to participate in innovative experiences while enjoying and having fun with their favourite snack.”
TikTok India director, sales and partnership Sachin Sharma said, “Dance has always been one of the trending categories on TikTok with millions of users showcasing their creativity on various tunes, using TikTok features. We are delighted to witness how brands are increasingly engaging with the youth on our platform through interesting, fun and exciting challenges. The collaboration with Lay’s for #Wavez4India challenge saw some really talented creators take to TikTok to exhibit their expressions and cheer for India in the ongoing cricket season.”
