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PepsiCo’s potato chips brand Lay’s garnered an overwhelming response on TikTok for its Wavez4India Challenge. Over 2,000 user-generated videos were created. The total number of views for the Lay’s Wavez4India Challenge currently stands at four billion.

The brand utilised the popularity of celebrities such as Yuvraj Singh and Shakti Mohan and the challenge received over two billion views in just three days of its launch. TikTok users accepted the challenge thrown by them and came up with unique dance moves in the form of Wavez.

Dilen Gandhi, Senior Director, Marketing, Foods Category, PepsiCo India, said, “Lay’s has always stood for introducing new industry innovations. Lay’s Wavez, our new innovative offering — with its unique shape and appetising flavour —received an encouraging response from consumers. Associating with an interactive platform such as TikTok for this new innovative product, therefore, seemed to be a seamless fit into the brand’s marketing strategy.”

He said, “The response to the challenge has been phenomenal. We are glad this association has helped us further our objective to provide our audience with an opportunity to participate in innovative experiences while enjoying and having fun with their favourite snack.”

Sachin Sharma, Director, Sales and Partnership, TikTok India, said, “Dance has always been one of the trending categories on TikTok with millions of users showcasing their creativity on various tunes, using TikTok features. We are delighted to witness how brands are increasingly engaging with the youth on our platform through interesting, fun and exciting challenges. The collaboration with Lay’s for the #Wavez4India challenge saw some really talented creators take to TikTok to exhibit their expressions and cheer for India in the ongoing cricket season.”