The Brief

Lay’s, India’s snacking category leader, had come up with a new proposition, ‘Pal Banaye Magical’ (makes moments magical), to re-invigorate the brand that was losing sheen among its young consumers. While still popular owing to its great taste, Lay’s had stopped being a conversation driver owing to its predictability. We needed to bring alive the new proposition of Lay’s to create advocacy among the fun chasing youth so as to build back share of mind and share of conversations for Lay’s- in a manner befitting a leader!

Describe how the promotion developed from concept to implementation

Magical moments – decoded as ‘instant cheer’ by youth, led us into the predictable world of their favorites i.e. ‘seeing one-self with celebrities’, ‘being popular amongst friends’ and ‘appearing on the big screen’. What could Lay’s do that hadn’t been done?! Instead of taking a chosen few to meet celebrities- we decided to bring the celebrity to youth in large numbers- at their favorite hangout – malls, and got them to interact in a manner that would lead to fame! The insurmountable was made possible through Augmented Reality- with consumers dancing virtually with Lay’s brand ambassador on the brand jingle!

Describe the success of the promotion with both client and consumer including some quantifiable results

- Nearly 2000 TV commercials generated with youth dancing on the Lay’s jingle virtually with Saif - More than a lakh witnesses to the magic– as it unfolded in malls - The Lays Youtube channel and Facebook walls of the 2000 young enthusiasts ensured millions are still getting exposed to the magic! - “Magic” is already being associated with Lay’s in the social buzz measurement - Lay’s brand scores have soared on o “Is for someone like me” by 12% o “Brand I would be Proud to Use” by 20% o “Makes Everyday Moments Better” by 18%

Explain why the method of promotion was most relevant to the product or service

The AR activity in malls extended the reach of the celebrity to thousands (usually limited to a few lucky winners in meet-and-greet contests)- making magical moments truly come alive. The magical experience was magnified with the videos getting huge mileage on social media- making the participants famous. The fact, that for the first time in India, consumers experientially felt the magic of being in a commercial of their favorite brand and danced with their favorite celebrity on the big screen through AR, truly befitted a leader brand.