• The partnership seeks to harness Saif’s effortless class and regal charm to elevate the extraordinary snacking experience of the delicately crafted Lay's Gourmet chips.
• A special TVC showcasing Lay's Gourmet chips as a flavour of the actor’s fine taste has been unveiled.
Link to TVC
New Delhi, 26th April 2023: Lay's Gourmet, the premium range of slow-cooked kettle chips from Lay’s, is reaching new heights with the superior snacking experience being offered through the royal flavours within the portfolio. The premium experience is all set to be scaled, with the brand announcing the ‘Nawab of Bollywood,’ Saif Ali Khan, as its brand ambassador.
The partnership aims to magnify the exquisite taste and finesse of Lay’s Gourmet chips that are made from carefully selected, high quality potatoes, cooked with care for those perfect golden curls and seasoned with lip-smacking flavours and aromas. The actor will bring his charm and flair, reinforcing that Lay’s Gourmet is not just a regular chip, but a delicately crafted snacking experience that deserves to be savoured.
The TV commercial, artfully directed by Vivek Kakkad, begins with Saif walking through a luxuriously decorated corridor to meet journalists Aditi and Anjali, who are waiting to interview him. The grandeur of Saif’s home leaves the journalists awestruck. They discuss the possibility of the house having multiple chandeliers in each room, a legion of butlers at his service, and even a lion as his companion. Oddly enough the things that they imagine suddenly start emerging around Saif, leaving him confused. Aditi intervenes, reminding Anjali that Saif’s exquisite taste should not be judged solely by his opulence. Intrigued, Anjali wants to learn more about his extraordinary taste, and at that moment, he surprises them by placing packs of Lay’s Gourmet on the table, giving them a glimpse of his fine taste. Anjali, excitedly exclaims, “Chips! Oh, I love chips.” But Aditi corrects her, saying, “These are not chips, Anjali. They are Lay’s Gourmet.”
Talking about Saif’s appointment as the brand ambassador, Shailja Joshi, Director-Marketing, Potato Chips Category, PepsiCo India said, “We are thrilled to welcome Saif once again as a member of the Lay’s family, this time as the face of our range of slow-cooked premium kettle chips, Lay’s Gourmet. His impeccable taste and refined choices in life make him the perfect partner to showcase the crafted experience of Lay’s Gourmet. Our new TV commercial seamlessly establishes this correlation as it gives a sneak peek into what actually defines Saif as the connoisseur of finer things. We’re confident that our fans will embrace him as the face of Lay’s Gourmet, just like they’ve been savouring the well-deserved experience and rich taste of these delightful chips.”
Sharing his excitement, celebrated actor and face of fine taste, Saif Ali Khan expressed, “My previous association with Lay's was for many years and is very memorable to me. I am equally thrilled to rejoin the family as the first-ever brand ambassador for Lay's Gourmet. These aren't just chips, they're the perfect accompaniment for moments of finesse. I am sure that the audiences will appreciate the exceptional taste and quality of Lay's Gourmet chips, just as much as I do."
"When we think of royalty, we often associate it with opulence and grandeur. However, true royalty is characterized by a focus on quality and perfection, which is precisely what makes Lay’s Gourmet stand out. Crafted from fine ingredients, each chip is a testament to the pursuit of the best flavour and experience. And who better than the Nawab of Pataudi himself, Saif Ali Khan, who embodies the spirit of quality and sophistication, to bring alive the experience of Lays Gourmet,” remarked, Rajdeepak Das, CEO & Chief Creative Officer, South Asia, Leo Burnett.
The TVC launch will be followed by a robust 360-surround plan and Saif will continue to be a pivotal part of future Lay’s Gourmet campaigns.
• Creative Agency: Leo Burnett
• CEO-Leo Burnett South Asia: Dheeraj Sinha
• CEO & Chief Creative Officer, South Asia: Rajdeepak Das
• National Creative Director - Vikram Pandey
• National Creative Director - Sachin Kamble
• President-North: Samir Gangahar
• Executive Vice President: Jaikrit Singh
• Executive Creative Directors: Shahnawaz Qadeer and Pramod Chavan
• Strategy Leads: Noor Samra and Shailja Dhoundiyal
• Sr. Creative Director: Alisha Sharma
• Sr. Copywriter: Shweta Bharti
• Film Department: Sagar Bhanushali
• Vice President: Binay Mehra
• Brand Services Director: Kirti Sinha
PRODUCTION HOUSE CREDITS
• Production House: Pack Films
• Director: Vivek Kakkad
• Producer: Vincent Gomes
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. Consumers can also log onto the Lay’s Facebook page at http://www.facebook.com/laysindia and follow us on Instagram at https://www.instagram.com/lays_india/?hl=en
About PepsiCo India:
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $86 billion in net revenue in 2022, driven by a complementary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on Twitter, Instagram, Facebook, and LinkedIn @PepsiCo.