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Lays: Snack Food Brand
Lay’s, the world’s largest and favourite snack food brand, has steadily established itself as an indispensable part of India’s snacking culture since its launch in 1995. With its irresistible taste, international and Indian flavours and youth-centric imagery, Lay’s has established itself as a youth brand and continues to grow in the hearts and mind of its consumers. Over the years, Lay’s has become known for its engaging and innovative promotions and campaigns. The brand known for its ‘No one can eat just one’ campaign has moved its positioning to ‘What’s the programme?’ making Lay’s ‘the main food of every programme‘! Saif Ali Khan has been the face of the brand for over five years, and has recently been joined by the captain of the Indian cricket team M.
S. Dhoni. Both embody the youthful energy and appeal of the brand.
In 2008, Lay’s launched the never-before ‘Fight for Your Flavour’ allowing consumers to vote for the flavour of their choice.
In June 2009, Lay’s launched its new positioning platform: ‘Lay’s – Be a Little Dillogical’. The new Dillogical concept makes an instant connect with youth caught between the desire to succeed and the desire to remain engaged with certain moments that offer a deep emotional fulfilment.
This friction is like a game between the heart and the head, a struggle between what you want to do and what you have to do. It’s all about making things that matter to the heart, happen. The new platform has been launched with a series of ads built around the universal consumer struggle between what the mind asks one to do and what the heart desires. A powerful 360 degree approach supports the new TVC, and has indeed prompted consumers to be a little Dillogical.
Date: Nov 24,2021