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Campaigns

Lay's Builds A Flavour Around The South Indian Meal, Not The Snack Break

Ad Tribe Editorial2 min read
A still from the Lay's Hot Chips Style campaign film showing a man serving a meal in a home kitchen

Lay's has launched Hot Chips Style Asian Fiery Chilli, a variant built for South India, and positioned it against something more specific than a snack occasion: the everyday meal.

  • Markets: Andhra Pradesh, Telangana, Karnataka, Kerala and Tamil Nadu
  • Creative agency: Leo India
  • Positioning: an accompaniment to meals such as curd rice, rasam rice and lemon rice
  • Availability: Rs 5, Rs 10 and Rs 25 packs through traditional retail and quick commerce

Borrowing An Eating Habit Rather Than Inventing One

The launch draws on the existing popularity of thin, crispy chips eaten alongside South Indian meals, and attempts to move that habit into a packaged format. The product uses marination technology to deliver the crisp texture and chilli-forward flavour.

Aastha Bhasin, marketing director for the Potato Chips Category at PepsiCo India, said that bringing joy through great flavours begins with understanding what consumers love, and that as India's tastes evolve the company is strengthening its focus on regional preferences to create products that resonate locally. The variant, she said, was crafted especially for South India, inspired by the region's love for fiery flavours.

A Film Built On A Domestic Gag

The campaign film is set around a family meal. A husband serves his special curd rice while his wife is busy on a work call. When he adds the chips to her next bite, the familiar meal gets a fiery twist, prompting her to react with an "Abbabbahh... Super!"

It is a small, well-observed piece of writing. The product is not explained, it is simply introduced into a scene the audience already recognises, and the reaction does the selling. The launch is supported by a 360-degree campaign across television, digital, social, outdoor, print and in-store activations.

The film was produced by Colonial Films and directed by Nitin Menon, with Pintu Mishra producing. Rajdeepak Das is CCO of Publicis Groupe South Asia and chairman of Leo South Asia, and Amitesh Rao is chief executive officer for South Asia at Leo, Publicis Business and Publicis Health.

More on Ad Tribe Campaigns.

#Campaign Launch#Lay's
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