PepsiCo's Lay's jumps on TikTok bandwagon with ‘Wavez4India' challenge

PepsiCo’s potato chips brand Lay’s has introduced a new ‘Wavez4India’ challenge on TikTok. The challenge was brought to life by cricketer Yuvraj Singh, who showed his electric moves, inspiring millions of TikTok followers to join the challenge.

After a long time, Singh is seen shaking a leg, in this own style, on social media, urging his fans to join in the fun while creating a ‘Wavez4India’ step. Besides Singh, dancer Shakti Mohan also accepted the challenge and participated by creating her own version of the Wavez4India step.

The challenge celebrates Lay’s Wavez, the latest offering from PepsiCo. Leveraging the popularity of TikTok, the short-form video content platform, among the youth, the brand is encouraging consumers to join in the journey of fun and deliciousness with the Wavez dance.

Dilen Gandhi, Senior Director, Marketing, Foods Category, PepsiCo India, said, “Lay’s has always captured the pulse of the youth and resonated with the trends of the season. Lay’s Wavez is our latest offering that intends to create playful moments with friends with its unique shape and appetising flavour.”

He added, “The idea behind associating with TikTok for ‘Wavez4India’ challenge is to give the Indian youth an opportunity to participate in innovative experiences and simultaneously have fun while they enjoy their favourite snack. It’s wonderful to have celebrities like Yuvraj Singh and Shakti Mohan participate in this challenge and we are confident that their followers will have as much fun executing the challenge, as we had conceptualised it.”

As a part of the larger campaign for Lay’s Wavez, the brand also released a TVC that portrays a young college boy indulging in Lay’s Wavez Tangy Chilli Twist. The big idea is to break away from the routine and get into a fun ‘Wavez’ dance. Challenging his friends with “Can you Wavez like this?”, the film brings alive fun and happiness associated with Lay’s.