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Tag: Saumya Rathor

  • MS Dhoni stars in Lay’s ‘So Light, So Good’ campaign

    MS Dhoni stars in Lay’s ‘So Light, So Good’ campaign

    Mumbai: Lay’s has introduced a new flavor, red chilli as part of its ‘So Light, So Good’ campaign. The launch includes a TV commercial featuring cricket legend Mahendra Singh Dhoni, emphasizing the light texture of Lay’s wafer chips. Available in salt & pepper and red chilli, these chips aim to appeal to snack lovers across India.

    The TVC shows Dhoni catching and eating the floating chips, playfully highlighting their lightness. The tagline ‘So Light, So Good’ effectively promotes the product.

    Speaking about the campaign, PepsiCo India category lead – potato chips, Saumya Rathor said, “We’re deeply committed to delivering top-quality products and unique experiences to our consumers. Our new Lay’s Wafer Chips flavour is a game-changer, featuring innovative packaging and a superior product. Moreover, coming together with MS Dhoni for this campaign has been an incredible experience. This collaboration has enabled us to create a campaign that truly stands out, perfectly complementing a product that leads the way in quality. We’re confident that people will love it”

    Brand ambassador and cricket legend, MS Dhoni, expressed, “Being part of the new Lay’s wafer chips campaign was a real treat. It was a fun shoot and I think people will enjoy watching it. And with exciting new Lay’s flavors on the horizon, there’s always something new to discover.”

    With the launch of the new red chilli flavor, Lay’s pushes the boundaries of snacking innovation. Lay’s wafer chips offer lightness, bold flavors, and a satisfying crunch, reinforcing the brand’s leadership in the Indian snack market. As Lay’s expands its thin-cut chip portfolio, this new flavor aims to delight taste buds nationwide, making every snacking moment ‘So Light, So Good.’

  • Lay’s partners with the Indian fashion label HUEMN

    Lay’s partners with the Indian fashion label HUEMN

    Mumbai: Lay’s has partnered with the Indian fashion label HUEMN to launch a limited-edition merchandise collection. This collaboration combines Lay’s vibrant colors with HUEMN’s distinctive fashion design, offering a bold new take on style.

    Lay’s, known for its innovative products and flavors, is extending its playful spirit to fashion. HUEMN, recognised for its handcrafted pieces, merges artistry with bold expression. The collection provides a unique experience that reflects both brands’ commitment to cultural relevance.

    The collaboration includes a special promotion where consumers might find HUEMN merchandise inside select Lay’s bags. Lay’s announced the partnership with a teaser and created an interactive treasure hunt in a department store’s Lay’s aisle. Selected loyal customers, identified through social listening, received golden tickets giving them the chance to find exclusive HUEMN merchandise hidden in Lay’s packs. This initiative combined the excitement of a treasure hunt with the appeal of high-end fashion, engaging Lay’s fans in a memorable way.

    Expressing her delight on this association, PepsiCo India category lead – potato chips, Saumya Rathor said, “At Lay’s, we’re always looking for innovative ways to bring joy to our consumers, and our collaboration with HUEMN is a perfect example of that. By drawing inspiration from Lay’s vibrant colors, we’ve created a unique merchandise collection that speaks directly to our Lay’s fandom. For the launch, we’ve introduced an element of surprise, transforming the simple act of snacking into an exciting treasure hunt. Partnering with HUEMN, we are delivering an experience that goes beyond traditional snacking. We can’t wait for our fans to discover these limited-edition pieces and make them a part of their everyday style.”

    Speaking on this HUEMN co-founder Pranav Misra said “As a brand, HUEMN has always championed wearable art that speaks to individualism and creativity. Inspired by the massive fandom surrounding Lay’s, this partnership is a celebration of the love and connection people have with their favourite potato chips. It’s about bringing the world of Lay’s and HUEMN together, offering the community a chance to wear something that represents both comfort and the joy of snacking. Creating this together with an iconic brand like Lay’s has been an incredible experience for all of us. We’re excited to see our communities embracing this unique association.”

    “Lay’s is a brand that is part of culture and now with the HUEMN partnership we will be a part of pop-culture. This is a great example of how we believe partnerships can create magic,” said Publicis Groupe South Asia CCO and Leo Burnett South Asia chairman Rajdeepak Das.

    The exclusive merchandise features classic sweatshirts, t-shirts and bodysuits adorned with playful Lay’s prints, offering a cool, visual appeal, that showcase Lay’s iconic branding. Each piece is crafted with high-quality materials, making them fun, comfortable, and perfect for the colder months approaching. The merchandise will be sold at HUEMN stores and HUEMN.in, starting today.

  • PepsiCo India triumphs at Cannes Lions 2024 with four wins

    PepsiCo India triumphs at Cannes Lions 2024 with four wins

    Mumbai: PepsiCo India has once again distinguished itself in the marketing world by winning four awards at this year’s Cannes Lions, making it the brand with the highest number of awards.  

    Gatorade earned one gold and one bronze award for its groundbreaking Turf Finder initiative, recognised in the creative data category and entertainment for sports under live experience subcategory. Launched earlier this year, the Turf Finder Initiative is designed to ignite a passion for sports among residents of India’s bustling metropolitan areas. This initiative reflects Gatorade’s dedication towards promoting active lifestyles and fostering a love for sports in urban environments.

    Speaking on the win, chief marketing officer, India beverages, Tarun Bhagat said, “We are immensely honored and thrilled by Gatorade’s success at the 71st Cannes Lions International Festival of Creativity. Winning top honors such as the Gold in the Creative Data Lions for Data-enhanced Creativity, and a Bronze in the Entertainment Lions for the Sports category is a significant achievement that highlights our innovative approach and dedication to fostering an active-lifestyle culture in India.

    Our Turf Finder initiative, leveraging Google Maps data, perfectly aligns with our mission to promote active lifestyles. In bustling metropolitan cities, there is a significant challenge in finding adequate spaces for playing sports. Despite a strong intent to engage in playing sports, individuals often find it difficult to locate suitable spaces due to a lack of adequate play areas. With Turf Finder, Gatorade seeks to solve this issue by leveraging the data from Google Maps to identify potential areas and transform them into playing areas, thereby providing sporting access for everyone. This initiative underscores Gatorade’s commitment to addressing real-world challenges and fostering community engagement in meaningful and impactful ways. We are grateful for the support and collaboration that made this possible and look forward to furthering our mission to promote sports and an active lifestyle.”

    Similarly, Lay’s achieved remarkable success, winning two awards, including one silver and one bronze in categories such as Glass: The Lion for Change and Sustainable Development Goals under live experience subcategory, along with the prestigious WARC Creative Effectiveness Grand Prix. The ‘Drops of Joy’ campaign, launched to reclaim water vapour during potato frying to achieve water-positivity, and ‘Farm Equal’, a project empowering over 2,500 women farmers in India with specialized tools in collaboration with USAID, were recognized for their innovation and impact.

    Commenting on the occasion, Lay’s India – PepsiCo category lead Saumya Rathor said: “We’re overjoyed to have our efforts recognized at Cannes. At our core, Lay’s is rooted in agriculture and deeply values the communities we work with and the environment we depend on. Our ‘Drops of Joy’ campaign highlights our efforts in water positivity by reclaiming water during production. Additionally, through Project Farm Equal, we’ve had the privilege of empowering over 2,500 women farmers, providing them with the tools and support they need. Winning Cannes Lions for these initiatives is a humbling reminder that our dedication to making a positive impact is resonating and making a difference.”

    Publicis Groupe, South Asia chief creative officer & Leo Burnett, South Asia chairman Rajdeepak Das added “With PepsiCo we have found the right partners who are aligned to our vision of using the power of creativity to make a real difference. All the campaigns from Gatorade Turf Finder, Lays Farm Equal and Drops of Joy use modern-day technology and tools to make a difference to our communities, and we couldn’t be prouder of our partnership with PepsiCo. And we are thrilled that some of the most creative minds from around the world who are part of the prestigious Cannes Jury also resonated with our work, winning us these precious Lions.”

    These achievements by Gatorade and Lay’s highlight PepsiCo India’s commitment to innovation and its ability to create impactful campaigns that engage audiences and drive positive change. 

  • Lay’s Farm Equal honors women farmers with customised My Stamp

    Lay’s Farm Equal honors women farmers with customised My Stamp

    Mumbai: For generations, women have been the backbone of agriculture, silently tilling the land, nurturing crops, and ensuring food security for families and communities. Yet, their stories remain untold, their contributions remain unseen. Today, PepsiCo India, through its Lay’s brand, has taken a significant step forward with a unique endeavour in collaboration with the Department of Posts, Government of India: releasing customised My Stamp commemorating the heart of Indian agriculture – women farmers.

    Postal stamps are a timeless medium of communication that has evolved into collector’s items, symbolising significant milestones into India’s culture and history. By choosing stamps, Lay’s elevates these often-hidden heroes – our women farmers by shining a spotlight on their relentless dedication that has played a pivotal role in India’s agricultural landscape.

    The releasing ceremony, held at the PepsiCo India office in Gurgaon, celebrated a shared purpose of empowering women in agriculture and was attended by representatives from both PepsiCo India and Department of Posts. This launch extends Project Farm Equal, a multifaceted program spearheaded by PepsiCo India and USAID through the Global Development Alliance Project (GDA). The project empowers over 2,500 women farmers by addressing their unique challenges and serves as both a tribute to their indomitable spirit and a catalyst for further empowerment.

    The set of 12 my stamp feature a vibrant illustration of a woman farmer, clad in a yellow saree, proudly holding a basket overflowing with freshly harvested potatoes. This image is a powerful representation of the countless women working tirelessly in Lay’s potato fields, and a symbol of their dedication and sacrifice.

    “Postal stamps have always held a unique cultural significance, capturing and conveying stories that resonate with our heritage and values. Despite the digital age, stamps remain a powerful medium for storytelling. The stamp released by Lay’s and Department of Posts beautifully bring to life the contribution of women farmers, showcasing their invaluable role in Indian agriculture. Lay’s has done a commendable job in highlighting these often-overlooked heroes through such an aesthetically pleasing design. We are confident that stamp collectors across India will be eager to acquire these stamps, and they will inspire many to send letters again.”, stated chief postmaster general, Delhi circle Manju Kumar.

    Sharing her thoughts on the stamps, PepsiCo India category lead – potato chips Saumya Rathor said, “Stamps have globally been a symbol of honour which immortalise people, moments, and movements of great cultural value. The launch of the stamps as a part of our continued vision with Project Farm Equal, marks a momentous milestone in our journey to empower and educate women farmers, equipping them with the knowledge and tools to succeed. By championing women in agriculture through this initiative, Lay’s is not only recognising their contributions but also spearheading a pivotal movement that places women at the forefront of the agricultural landscape.”

    U.S. Agency for International Development (USAID), in India, mission director Veena Reddy said, “Although women represent more than 40 percent of the global agriculture workforce, women face unequal access to training, technology, finance, and land. Understanding this gender divide, USAID and PepsiCo are expanding the range of roles that women can fill, reducing gender disparities, and increasing women’s access to training opportunities, as well as improved working conditions.”

    PepsiCo India’s director agro Anukool Joshi added, “I am immensely proud to witness the profound impact of our Farm Equal initiative. One aspect that particularly resonates with me is the pivotal role played by women farmers, whose inclusion has brought a fresh perspective to our practices. Their rigor and discipline in implementing critical agricultural methods ensure the safeguarding of yields and the flourishing of crops to their full potential.  This gesture of launching customised My Stamp issued by Department of Posts, celebrates and honours their tireless efforts.”

    Rajan Devi, a farmer at Lay’s potato field in Aligarh, expressed, “I am overwhelmed with gratitude to Lay’s for recognising our hard work and dedication. To have our own postal stamp really fills our hearts with joy and pride. Being featured on a stamp is a moment of great joy for our entire community and a reminder that our efforts are valued.” (translated to English)

    This initiative shines a long overdue spotlight on the critical role women play in agriculture. It’s a powerful recognition of their dedication and resilience, and a step towards dismantling the barriers they face. Starting 15 June, these stamps will be available to the public at e-post office, serving as a tangible symbol of Lay’s dedication to empowering women in agriculture.

  • Ranbir and Neetu Kapoor spark fun in Lay’s ‘Isey Kehte Hain Pyaar’ campaign

    Ranbir and Neetu Kapoor spark fun in Lay’s ‘Isey Kehte Hain Pyaar’ campaign

    Mumbai: Is it family first, or Lay’s first? Lay’s, one of the leading potato chips brands in India, is here to answer the question with a witty and relatable campaign, “Isey Kehte Hain Pyaar.” Featuring brand ambassador Ranbir Kapoor and his ever-charming mother, Neetu Kapoor, the campaign captures the hilarious clash between affection and flavour when the irresistible taste of Lay’s challenges the resilience of unbreakable relationships. Get ready for a light hearted tug-of-war as the duo humorously navigate through situations to safeguard their prized packs!

    The campaign vibrantly delves into the playful struggle that ensues as the mother-son duo find themselves in a snack showdown for the ultimate prize – a bag of Lay’s chips. The magnetic pull of Lay’s signature taste puts even the strongest bonds to test, proving that no one willingly surrenders their Lay’s.

    In the debut film of the entertaining ‘Isey Kehte Hain Pyaar’ series, brand ambassador Ranbir Kapoor teams up with his real-life mother, Neetu Kapoor as they go head-to-head for their favourite Lay’s. The film opens with Ranbir playing the perfect son, assisting Neetu with chores throughout the day. However, the playful plot thickens when Neetu searches for her missing Lay’s—a pack initially left in Ranbir’s care. The narrative takes an amusing turn as Ranbir, who had been a dutiful son up until now, brings out the hidden Lay’s pack from behind the sofa cushions, revealing it with a cheeky smile. With a contented bite, he seals the playful prank, triumphantly celebrating the enduring love for Lay’s. This charming mischief sets the tone for a series of entertaining films yet to unfold.

    Radiating excitement on the campaign’s launch, PepsiCo India category lead – potato chips Saumya Rathor said, “We all know that love doesn’t always conquer all, especially when there’s a bag of Lay’s involved. We’ve all been there – staring down a bag of Lay’s, contemplating whether to share or savour in delicious solitude. Our latest campaign taps into this behaviour, showcasing how the love for Lay’s can even challenge the strongest connections, brilliantly depicted by Ranbir Kapoor and Neetu Kapoor. This film is just the appetizer; brace yourselves for an epic snack showdown between them, promising suspense, laughter, and unexpected twists. Love, loyalty, and a bag of Lay’s – the ultimate test awaits in this series that will have you on the edge of your seat. So, stay tuned and watch how the duel unfolds!”

    Brand ambassador and superstar, Ranbir Kapoor, expressed, “Working with Lay’s is always a thrill, but this time was exceptional—I got to share the screen with my mom. What made it even more special was that the film actually reflects something we encounter regularly in our home. The universal love for Lay’s sometimes turns our house into a riot of fun. I can’t wait for the audience to dive into these films with their own bags of Lay’s and enjoy the ride!”

    “Working on the campaign was truly enjoyable. The film wonderfully captures the playful moments surrounding love and Lay’s. The fun interactions between Ranbir, Lay’s, and myself are just the start of a series that holds many surprises. While Ranbir took the first win, there’s more excitement ahead—let’s consider it 1-0 for now but stay tuned for what’s next!” remarked the charming Neetu Kapoor.

    The initial TVC launch signals the start of an engaging series of films where Ranbir Kapoor and Neetu Kapoor will engage in a delightful snack showdown, inviting audiences to witness their playful battle over Lay’s chips, promising more laughter, more moments of love, and more Lay’s-inspired fun. The campaign is a result of a close collaboration between Leo Burnett, PepsiCo India, and director Vivek Kakkad. Leo Burnett played a crucial role in crafting the strategic framework, while Kakkad brought his critical expertise in coming up with the campaign idea, writing the tag line and the witty scripts.

    The campaign’s 360-degree approach will encompass various elements, promising a comprehensive rollout across multiple platforms, including digital, television, print, and social media, to immerse audiences in the delightful world of Lay’s ‘Isey Kehte Hain Pyaar’ campaign.

  • Dhoni pays surprise home visit to fans in the new Lay’s campaign

    Dhoni pays surprise home visit to fans in the new Lay’s campaign

    Mumbai: Match-viewing extends beyond just the sport; it’s an immersive experience which becomes even more enjoyable with the company of Lay’s. In a spectacular celebration of the cricketing fervour that unites our nation, Lay’s is ecstatic to reintroduce the cricketer Mahendra Singh Dhoni as its Brand Ambassador, starring in latest campaign – ‘No Lay’s, No Game.’

    In this electrifying partnership, Lay’s is set to introduce the internationally renowned ‘No Lay’s No Game’ campaign to the Indian audience, which is globally acclaimed for its association with sports tournaments. Harnessing Dhoni’s universal appeal and iconicity, the campaign emphasizes an undeniable truth: for true fans, a match without Lay’s is simply unthinkable.

    In the TVC, Dhoni embarks on a unique quest, going door-to-door to check if fans have Lay’s stocked up at home while they enjoy every heart-pounding boundary, every nail-biting wicket, and every cheer-worthy moment on the field. As Dhoni knocks on different doors, he is received by a series of delightful reactions, ranging from astonishment to exhilaration and even frantic searches for Lay’s. What sets this TVC apart is that it features ordinary people and non-actors, capturing their unscripted reactions as they are stunned to see Dhoni himself standing at their doorstep, eagerly inquiring if they’ve got Lay’s on hand. Those with Lay’s get the exclusive opportunity to share the match with him, while those who don’t, simply miss out on this golden chance. The TVC playfully encapsulates the seamless blend of the sports-watching experience, Lay’s, and fan enjoyment, culminating in the resounding message, “No Lay’s, No Game.”

    Speaking about campaign and introducing Dhoni as the brand ambassador, PepsiCo India category lead – Potato Chips Saumya Rathor said, “Lay’s, an OG chip, holds a special place in the hearts of countless Indians. The brand is excited to reunite with the beloved cricketer, MS Dhoni, as the face of Lay’s, solidifying the deep bond between the brand and our cricket-obsessed nation. We are confident that this dynamic partnership and ‘No Lay’s, No Game’ campaign will continue to deliver boundless joy to consumers and remind them to continue to elevate their match-viewing experience with Lay’s chips. So, grab your Lay’s, join the game, and make your experience even more extraordinary!”

    Expressing his excitement on his association with Lay’s, Dhoni, commented, “I am thrilled to be a part of the Lay’s family once again. Game-watching and Lay’s indeed go hand in hand, and the ‘No Lay’s, No Game’ campaign brilliantly captures the essence of this unique connection. As someone who has been so closely associated with sports for years, I know that Lay’s makes the moments even more special. So, next time you settle in to watch the game, remember to stock up on Lay’s and enjoy the match with its delightful flavours!”

    Leo Burnett India national creative director Vikram Pandey said, “Everyone knows, Lay’s is the prefect munching snack while watching the game. The challenge was how do we get them to stock it up at home for sure. The answer was Dhoni knocking at your door! This candidly captured films takes our international ‘No Lay’s, No Game’ idea forward and playfully reminds audience to stock up Lay’s at home.”

  • PepsiCo India and Google Pay partner to offer cashback on festive purchases

    PepsiCo India and Google Pay partner to offer cashback on festive purchases

    Mumbai: PepsiCo India has unveiled a brand activation on Google Pay, India, featuring some of their most beloved snack brands, and introducing an exciting and rewarding experience for all Google Pay users. Ringing in the festive season, users can now enjoy up to Rs 20 and Rs 30 cashback on the purchase of Lay’s, Kurkure, and Doritos packs priced at Rs 20 and Rs 30, respectively.

    As the festive season brings joy, the company of snacks adds an extra layer of delight to these moments. This period sees a significant uptick in the demand for packaged snacks, contributing to an overall increase in snack consumption. Furthermore, this snack purchase experience is heightened when it offers direct financial benefits. Recent industry reports underline a trend that shoppers prefer rewards seamlessly integrated into their shopping experience, with discounts automatically applied at checkout. Cashbacks align perfectly with consumers’ yearning for instant gratification, providing a satisfying sense of reward for their purchases.

    In line with these trends, PepsiCo India, in collaboration with Google Pay has introduced a cashback offer on the purchase of Lay’s, Kurkure and Doritos. To avail the benefit, users can simply find the promo code inside the pack and redeem it on the Google Pay App. Once the code is claimed, users can enjoy cashback of up to Rs 20 and Rs 30 (on purchase of packs with Rs 20 and Rs 30, respectively). Each participating user has the opportunity to redeem the offer up to three times, ensuring more joy and rewards during this festive season.

    Sharing her excitement on the partnership with Google Pay, PepsiCo India category lead – potato chips Saumya Rathor expressed, “Festive moments are synonymous with joy and celebration, and we firmly believe that snacks can make these occasions even more memorable. Aimed at elevating the snacking experience for our valued consumers this season, we are excited to announce our partnership with Google Pay. Through this collaboration, consumers can earn cashbacks on their beloved PepsiCo products, adding an extra layer of delight to the festive spirit. We are confident that this will be a win-win for both PepsiCo and Google Pay, and hope that everyone enjoys a joy-filled season.”

  • Pepsi unveils quirky film to celebrate partnership with Airtel

    Pepsi unveils quirky film to celebrate partnership with Airtel

    Mumbai: In line with PepsiCo India’s partnership with Bharti Airtel, Pepsi has unveiled a new film to mark the announcement. The partnership will be amplified via a robust 360-degree campaign spanning TV, digital, outdoor, and social media.

    The quirky TVC showcases Pepsi’s and Airtel’s latest data offerings on its PET bottles where consumers can avail Airtel recharge benefits worth Rs 10 to 20.

    With the launch of this new TVC, Pepsi aims to bring a streak of celebration with its distinct value-for-money offering through its collaboration with Airtel.

    Speaking on the comical take of the campaign, PepsiCo India’s Pepsi Cola category lead Saumya Rathor said, “Consumers today, more than ever, are seeking value for money. Ahead of the festive season, the partnership with Airtel is an endeavour to bring people together, help them stay connected and bring more smiles with every sip.”

    The light-humoured TVC opens at a basketball practice, where a girl cheekily says hello to a boy. The boy is convinced that the girl loves him because she has asked him to recharge her talk time. However, his friend, who is sitting next to him, asks sarcastically, “If she truly loves you, who is she talking to and spending the talk time on?” The question gives the boy a reality check. However, his friend hands him a chilled bottle of Pepsi to calm him down. Seeing the Airtel recharge discount offer on the Pepsi bottle leaves the boy puzzled, to which his friend smartly responds that the next time you recharge her phone, it will hurt you less as you can use the redeemable discount coupons that come with every Pepsi bottle. Both look at each other, smile, and take another sip of the Pepsi with ‘swag.’