Lay’s spins the chip this Cricket World Cup
Launches ‘Yeh Game Hi Hai…Taste Ka’ Campaign to come to the rescue of fans stumped by the match timings
New Delhi, January 16, 2015: The ICC Cricket World Cup 2015 is back after four years to entice, enthrall and entertain all of India. Endorsing India’s passion for the game, Lay’s introduces its new campaign- ‘Yeh Game Hi Hai…Taste Ka’. The campaign captures the frenzy which grips India when the ICC Cricket World Cup 2015 is on and how mismatched timings of the matches this year will create a dilemma for viewers.
This year, the tournament is taking place in Australia and New Zealand with matches being broadcast anywhere between 3:30AM and 12noon, India time. When the matches are being played, many cricket fans across the country will be stuck at offices, day jobs and their daily schedules ... Lay’s, as the Official Snack of the ICC Cricket World Cup 2015, is coming to the rescue of bewildered cricket fans across the country. The new campaign ‘Yeh Game Hi Hai… Taste Ka’ sees India’s heartthrob Ranbir Kapoor demonstrating some interesting ways to get out of sticky situations using the great taste of Lay’s and helping you enjoy the match with your friends.
‘Yeh Game Hi Hai…Taste Ka’ campaign will unfold with a power packed 360-degree outreach and engagement plan. In the last few years, consumption of media has changed and on the go viewership has gone up. Hence, the campaign will cut across multiple media vehicles. There is a robust plan to popularize the campaign and bring people closer to the matches. Taking the insight of mismatched timings Lay’s will have significant presence across digital, retail, radio, print and TV. Innovative consumer activations and engagement activities will enable consumers to win tickets to matches in Australia and LED TVs.
‘Yeh Game Hi Hai…Taste Ka’ will strike a chord with fans across the country wanting to overcome the hurdle of mismatched telecast timings of the World Cup fixtures. It captures the conflict that the ardent cricket lover who lives, breathes and eats cricket feels when having to choose between work and his favourite game.
Vipul Prakash, VP Marketing, PepsiCo India said, “Cricket has been a great unifying factor and the fever that grips India is unmatched. As the official snack partner of the ICC Cricket World Cup 2015, Lay’s gets the perfect opportunity to start the year through a scale marketing campaign, ‘Yeh Game Hi Hai…Taste Ka’. This campaign offers a Lay’s spin on the powerful insight of mismatched timings to appeal to consumers. We are enabling consumers to enjoy the game of cricket using the great taste of Lay’s.”
Speaking about the campaign, Rajiv Mathrani, Director & Category Marketing Head-Snacks PepsiCo India) said, “The campaign idea of ‘Yeh Game Hi Hai…Taste Ka’ brings together the love for Lay’s and love for the game of cricket. We are capturing a very pertinent insight of mismatch timings of the ICC Cricket world Cup 2015 and how the love for Lay’s will help you get away from sticky situations and help the consumers watch the match. ‘Yeh Game Hi Hai… Taste Ka’ features a series of films with Ranbir Kapoor and Lay’s best buddies in quirky and playful scenarios that make for a perfect solve to tide over mismatched timings. The campaign will engage consumers across multiple touch points bringing the match closer to consumers.”
The campaign rolls out with brand ambassador Ranbir Kapoor donning the role of a playful character on the constant lookout for ways to spin out of life’s regular situations and watch the match on television. The campaign sees Ranbir teaming up with Lay’s Best Buddies and getting out of mundane routines to watch the matches by using the wide array of Lay’s chips flavors as baits.
Brand Ambassador of Lay’s, Ranbir Kapoor said, “Lay’s is a brand that speaks to the youth of the country as it appeals to them. Now with the ICC Cricket World Cup 2015 coming up, people have the urgency to go and catch the favorite sport of our nation, which is cricket. The Lay’s campaign is all about how we are stuck in certain predicaments and situations and how we use our mind and the passion to get out of those tricky situations, to come together with friends and enjoy a good game of cricket. I’ll try and catch the matches between takes during my shoots and I am sure people will find a way to watch matches.”
The campaign, directed by Ravi Udyawar from RU Films features Ranbir Kapoor, Pankaj Kapur and Lisa Hayden, is a light hearted and fun take on the distances a cricket fan is willing to go to catch every World Cup match, inspite of the hurdles, the timings, or any difficulties. The campaign also has a riveting theme track penned by Amitabh Bhattacharya and composed by Dhruv Ghanekar of Wah Wah Music that is bound to catch the fancy of the youth, and cricket lovers in particular.
Sumati Singh, VP and SCD, JWT Delhi said, “The morning telecast timings for the ICC Cricket World Cup this year led us to the idea behind the Lay’s campaign. When a cricket loving nation looks for ways to catch the matches on television, Lay’s, with its irresistible taste, is the answer. After all, ‘Yeh Game Hi Hai…Taste Ka’.”
Ruchi Mathur, Principal Partner, Mindshare said, “As the media consumption is increasingly fragmenting, this campaign will reach consumers across multiple touch points. With seamless integrations and activations across traditional and emerging media, Lay's will create multiple viewing opportunities and bring the World Cup closer to its consumers.”
