MUMBAI — A brand regular in the Indian cricket market, Lay's has rolled out an ad campaign for the upcoming ICC Cricket World Cup 2015, the sport's biggest global event.
The film, "Yeh Game Hi Hai ... Taste Ka" ("Taste of the Game Itself") was conceptualized by JWT and features Bollywood actors Ranbir Kapoor and Pankaj Kapoor.
The film captures the conflict that the ardent cricket lover feels when having to choose between work and watching his favorite game.
As the film poses the question of what to do, Kapoor appears in a classroom with a bag of chips and tells everyone that the answer is simple: always keep the game in sight and forget about everything else.
The film ends with Kapoor and friends sitting in front of a TV, eating chips as the background song reminds the audience that these activities are what’s important.
"Cricket has been a great unifying factor, and the fever that grips India is unmatched," said Vipul Prakash, VP marketing, PepsiCo India. (PepsiCo owns Lay's.) "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."
Rajiv Mathrani, director and 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 2015 ICC Cricket World Cup runs January through March in Australia, which means early mornings for Indian cricket fans.
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’."
The campaign will straddle digital, retail, radio, print and TV.
Creative agency: JWT
Production House: RU Films
This article first appeared on campaignindia.in.