PepsiCo India has enlisted MS Dhoni to serve as the brand ambassador for Lay’s, its potato chips brand. This move capitalizes on the cricketing excitement generated by the ongoing World Cup, which conveniently aligns with the festive season.
Saumya Rathor, Category Lead – Potato Chips, PepsiCo India, said, “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. Dhoni is an emotion for the country, and has given us countless moments of joy. Just as Lay’s has been a part of the onsumer’s joyful moments.”
Dhoni has maintained a prior association with the brand as well.
“Bollywood and cricket are big passion points for the country and we focus on a lot of occasion-building to contextualise and grow brand relevance. We are confident that this dynamic partnership and the ‘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,” added Rathor.
The packaged snacks category has also experienced an increase in demand during the festive season.
“We do see a consumption upswing during the fag-end of the year, and we are planning a lot of activations to capitalise on the mood of the nation,” she added.
The global campaign ‘No Lay’s No Game’ has featured football legends Thierry Henry and Lionel Messi in various international markets.
Vikram Pandey, National Creative Director, Leo Burnett India, 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. The answer was Dhoni knocking at your door! This candidly captured film takes our international ‘No Lay’s, No Game’ idea forward and playfully reminds audience to stock up Lay’s at home.”