Crunch Time Chronicles
Crunch Time Chronicles
Lay’s Advertisement campaign
Potato chips are the favourite snacks for many while watching the television for many Indians and Lays is one big brand producing potato chips with different flavours. But most people buy their favourite flavoured potato chips without trying and tasting other flavours from the company. The goal of this campaign was to encourage people to taste different flavours of potato chips. So they have come up with a great marketing strategy by packing the lays covers with human smiles and the type of smile on a particular flavoured chips package was different from the others. Now they launched a contest asking people to participate in that contest by taking a selfie by buying the flavoured chips package that has the type of smile they would like. This led to many people encouraging their friends as well to buy the lays even though they are not traditional buyers just to participate and ultimately help the brand to make people try those flavours. Now let’s review its marvellous history; it was first introduced in India in 1995, and within five years, it had risen to become one of the industry's major players. Almost every Indian's heart belonged to Uncle Chips before it was introduced to the country in 1995. Its diversification and adaptability strategy allowed it to gain a solid presence in the Indian market. Based on the geographical regions and the residents' palates, it made adjustments in the Indian market; one of its most recognizable tastes is Magic Masala (literally means Magic Spice). For different events, affordable packet sizes were introduced in the range of Rs. 5, Rs. 10, Rs. 20, and Rs. 25. More than 72% of consumers thought the price was justified, according to studies. In 2016, Lay's held a 50% market share for potato chips in India, according to statistics. Lay's offered a variety of flavours to appeal to Indian and Western cultures. The most well-known include Magic Masala, Tangy Tomato, Mastana Mango, Classic Salt, American Style Cream & Onion, & Chat Chaska. A baked version with 50% less fat was also created for pretty health conscious individuals. Additionally, Lay's intended to poll the public to see which flavour they thought was the most popular or desirable for the Company to market.
"No one can eat just one," their tagline has been hugely successful. One of the most well-known ones allowed the audience to choose the flavours in "Fight for your flavour." The most famous advertisement, "Fight for your Flavour," which featured M.S. Dhoni and Saif Ali Khan as the ambassadors, was launched to draw in an audience that is a huge lover of both Bollywood and cricket.
Dilogical (Dil- Heart, being logical from the heart), which debuted the Lime and Masti Masala flavour most recently, is a recent example of this (literally meaning Lime and fun spice). In 2003, 2007, and 2011, the topic was the Indian Premier League, the one season to which Indian households look forward. The Lay's Company launched the "Smile" ad in 2019. This advertising was tailored to the market's demographics. Celebrities like Ranbir Kapoor and Alia Bhatt were chosen as brand ambassadors through the song and dance number "Smile Deke Dekho." On October 2, the piece was made public in honour of "World Smile Day." It also required the assistance of almost 750 influencers to show how simply sharing a snack can strengthen relationships between people. The influencer's smile was added to the packaging, which also transformed it.
In 1944, it was one of the first snacks to be advertised on television, and it has been one of the most well-known salty snacks ever since. There are 200 different Lay's varieties available globally. In a few of its contests, Lay's offered a $1 million prize to anyone who could come up with a new or intriguing flavour.
During the harsh spread of the COVID-19 virus, Lay’s contributed on the digital platform ‘Twitter’ Lay's India started the #Heartwork campaign to recognize all the heroes or frontline employees who sacrificed so much for the safety of the general public during the exhausting epidemic times.
From the first ever Lay’s India advertisement which aired 11 years ago, which displayed the introduction of their brand and the various flavoured chips that they were initially offering; featuring Chris Gayle (Jamaican Cricketer), this advertisement played around with the stereotypical job role in India that is expected from both a man and a woman, this is where they advertised the brand with celebrity endorsement which proved in increased level of sales and consumer engagement, to the latest advertisement featuring Alia Bhatt (Indian Actress), introducing their newest range of potato chips “Lay's Shapez Heartiez” which opted for advertising it with a current social media trend of playing a “pause-and-screenshot” game, where the viewers are made to engage with the video advertisement by simply timing the pause to win exciting prizes.
Lay's continues to control many people's hearts because it is readily available to the general public and constantly updates its flavour lineup to reflect changing consumer preferences. Additionally, it has successfully given its customers top-notch chips made from fresh potatoes. Additionally, it has complemented today's fast-paced lifestyle, especially for young people. Because of its variety of tastes, it is the most popular chip in India. The advertisements in India mainly cater to the geographical and economic demands of their consumer audience which ensures them with extreme levels of brand recognition and brand awareness which results in imprinted brand relativity across the country amongst various age groups. In conclusion, Lays has achieved significant growth and revenue over the years by focusing on innovation, marketing, and distribution. The brand’s ability to introduce new products, invest in strategic marketing campaigns, and maintain a strong distribution network has helped it to stay ahead of the competition and remain a leader in the snack food industry.
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