Post Thumb
Click on the image to watch the Video.

PepsiCo brand Lay’s has launched a musical as part of its ongoing #SmileDekeDekho campaign. Peppy and the foot-tapping song features the brand ambassadors Ranbir Kapoor and Alia Bhatt. The musical is conceptualised and executed by Mindshare Content Plus and distributed by Sony Music, marks the next phase of the campaign which was launched in October this year.

Composed by Amit Trivedi, the musical has been sung by Sunidhi Chauhan and Nakash Aziz. The musical encapsulates the brand’s campaign positioning to offer a joyful interruption to the busy, everyday lives.

The video:

The two-and-a-half minute musical features Ranbir and Alia portraying their fun, happiness coupled with quirky expressions lived through a magical journey in a dream.  The visual opens to a bored and dull Ranbir and Alia sitting on a bench. As they move from one colourful and lively location to another, the video captures the variety of moods portrayed by the actors and the diversity of flavours by Lay’s that are mapped to spread smiles to the busy, mundane lives.

The Lay’s ‘Smile Deke Dekho’ campaign brought home the global Lay’s Smile campaign, with the introduction of limited-edition Lay’s Smile packs, which feature six different smiles corresponding to the six different flavour variants. The campaign is an attempt to convey the flavours story of the brand in a meaningful and distinctive way, all at the back of a simple insight – What made this idea unique was the fact that it was brought alive entirely through packaging – the first of its kind in India.

Lay’s activated several initiatives for its ‘Smile Deke Dekho’ campaign, including a massive influencer outreach program, engaging with 750+ influencers on social media.

The recently launched TikTok Duet challenge on the tune of ‘Smile Deke Dekho’ song is the brand’s latest attempt at amplifying the campaign in India, which resulted over five billion impressions and 10,000 user-generated content through the fun challenge in a matter of just 72 hours. 

Expressing his thoughts about the musical Dilen Gandhi, Senior Director and Category Head, Foods, PepsiCo India, said, “With Smile Deke Dekho, Lay’s has once again established its position as a front runner in terms of innovation. The success of our campaign comes at the back of the simple insight, backed by creative conceptualisation and seamless execution to bring smiles for all our consumers. The ‘Smile Deke Dekho’ musical is special as it brings together India’s biggest youth icons Ranbir and Alia grooving together on the tunes of the Amit Trivedi, Sunidhi Chauhan and Nakash Aziz, a combination never seen before. The musical is curated to give everyone an opportunity to cherish, celebrate, groove and dance to the lightheartedness of life. We are hoping to have India dancing to the musical as they welcome 2020.”

Expressing his thoughts on the musical, Rohit Dhawan, Principal Partner, Content Plus, Mindshare India, (North and East), said, “We at Mindshare Content+ always endeavour to create unique brand stories that will engage and excite the consumers. The campaign was carved to generate buzz, excitement and distinctiveness amongst consumers for the brand. While identifying music as a key passion point to deliver to the brand objectives was easy, the journey of creating a mix of a talent pool that could deliver to it was tricky. And that’s where the partnership with Sony Music kicked in to help us curate an exciting talent pool of Amit, Sunidhi and Nakash to create a piece of music that we believe will engage the listeners. Couple that with the music video that has been made with a novel visual appeal to spread nothing but joy and smiles – much like Lay’s.”

Content@BuzzInContent.com