Lay’s, the renowned potato chips brand under PepsiCo, launches its captivating campaign #IseyKehteHainPyaar, featuring the authentic mother-son duo, Ranbir Kapoor and Neetu Kapoor. The campaign not only pays homage to the unbeatable taste of Lay’s but also explores the universal love it has fostered across generations.
In a conversation with Adgully, Saumya Rathor, Category Lead – Potato Chips at PepsiCo India, sheds light on the campaign’s inspiration, the strategic insights guiding its narrative, evolving trends in the snacking industry, and more.
Inspiration Behind “Isey Kehte Hain Pyaar” Campaign
The inspiration stems from consumers’ immense love for Lay’s, emphasizing its irresistible flavor that makes sharing a challenge. The campaign brings this aspect to life with brand ambassador Ranbir Kapoor and his mother Neetu Kapoor, creating an emotional connection with viewers.
Creating Universal Impact
The ‘Isey Kehte Hain Pyaar’ campaign taps into product love and taste appeal, aiming to elevate Lay’s to the next level. The relatable and emotionally charged campaign, featuring the perfect mother-son duo of Ranbir and Neetu Kapoor, appeals to a broad audience. The nostalgic and emotional content resonates with Lay’s lovers, regardless of age.
Changing Landscape of Storytelling in Advertising
While functional and rational advertising is on the rise due to consumers’ short attention spans, an emotional connection remains powerful in storytelling. “Isey Kehte Hain Pyaar” tells the story of product love and taste appeal through emotions rather than reason, creating a strong and relatable narrative.
Consumer Behavior Trends for Lay’s
Consumer trends include a preference for classic flavors, culinary experimentation, and the growing popularity of in-home snacking, facilitated by quick commerce options.
Changes in the Snacking Industry Over the Past Five Years
Intense competition and increased consumer discernment in food choices and flavors mark the last five years. With economic growth, consumption has risen, providing consumers with more options and variety in the snacking landscape.
Lay’s continues to carve its place in the hearts of consumers, fostering a deep connection that goes beyond mere snack appreciation.
Read more about Marketing News, Advertising News, PR and Finance News, Digital News.
