The brand has introduced new packs in line with the continued demand and relevance of in-home experiences for consumers across the country
New Delhi, July 13th, 2021: As people continue to remain indoors in light of the ongoing times, they have made their homes the perfect spaces for work, entertainment and fun with friends. At the back of this insight, Lay’s, one of India’s favoured potato chip brands, has introduced special ‘@ Home’ packs to be the perfect companions for its fans in all their in-home experiences – be it work or leisure.
Lay’s has always aimed at infusing a sense of joy into consumers’ lives, not only though its delicious flavours, but also through its distinct, innovative offerings. The new ‘@ Home’ packs, which are available in four Lay’s flavours, have been especially curated keeping in mind the uptick in at-home consumption as well as the wide array of moments one experiences at home today.
Right from ‘Work At Home’ and ‘Movie Watching At Home’ to ‘Adda At Home’ and ‘Weekend Outing At Home’, there is a Lay’s pack for every occasion – to be relished in the joyous company of friends and loved ones. These new, large-size packs bring to life distinct, yet relatable experiences at-home through a catchy nomenclature - WAH! stands for ‘Work At Home’ pack, AAH! stands for ‘Adda At Home’ pack, and so on.
The launch is being supported by a robust creative campaign, ‘Ghar Par Lay’s, Always!’ (Lay’s At Home, Always!). The two TVCs launched as part of this campaign capture the diverse moments that people are experiencing at home and showcase how Lay’s makes these moments more joyous and delightful. The film unveiled today features upcoming Bollywood actor - Ishaan Khatter. Set in a relatable home arrangement, the film features Khatter enjoying board games with his friends, when they ask him if he has Lay’s at home – eventually creating an entertaining frenzy amongst the youngsters to grab their favourite chip pack. The second film explores a typical virtual meeting scenario, wherein a young professional is seen rushing to the market to stock up on Lay’s during his five-minute break when he is greeted by a familiar face.
Speaking about the new launch and the TVC, Ishaan Khatter said, “Lay’s has been etched in my memory since childhood. It is the go-to snack when hanging out with friends or family & the new ‘@ Home’ packs further solidify that feeling. I hope the fans enjoy the TVC and also ensure that they have ‘Ghar Par Lay’s, Always!’”.
Sharing his thoughts, Anshul Khanna, Senior Director, Marketing - Foods, PepsiCo India said, “We at Lay’s continue to be laser-focused on elevating everyday moments in the lives of our consumers. Our latest campaign, ‘Ghar Par Lay’s, Always!’ captures the many in-home moments that people are experiencing today – be it working from home or hanging out with friends. Through our first-ever association with Ishaan Khatter – who represents the spirit of the youth today, we aim to deepen our consumer connect through the relatable moments captured in the TVC. We sincerely hope consumers enjoy these newly-launched, special in-home packs and make them a part of their experiences”.
The new Lay’s ‘@ Home’ packs are now available at INR 20, INR 30, INR 50 and INR 85 across all leading retail and e-commerce platforms in India.
Launched in 1995 in India, Lay’s is one of the marquee brands from PepsiCo India and has always been known for bringing in flavours of the world along with Indian flavours that our consumers love. Lay’s has a wide range of offerings under its umbrella, with unique and indulgent flavours that cater to both local and international tastes. It is available in six flavours.
About PepsiCo India
PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 62 plants across foods and beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. In less than two decades, the company has been able to organically grow eight brands, each of which generate Rs. 1000 crores or more in estimated annual retail sales and are household names, trusted across the country.
PepsiCo’s growth in India has been guided by our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. “Winning with Purpose” reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business. For more information, visit www.pepsico.com