Ad Campaigns
Alia Bhatt performs magic tricks in Lay’s new ad for ‘thinnest chips’
MUMBAI: Lay’s has launched a new digital campaign for its recently introduced “thinnest range of chips” – Lay’s Wafer Style. Titled ‘#TheThinPossibleChip’, the campaign encourages fans to try fun and quirky magic tricks using the flavourful and light, “Lay’s Wafer Style – a chip so thin and paper-like, that it disappears.”
Kick-started by brand ambassador Alia Bhatt, and Bollywood actor Siddhant Chaturvedi, the campaign shows the actors enthralling the audience as they perform magic tricks using the flat-cut and paper-thin Lay’s Wafer Style. In the video, Alia can be seen holding the thin chip in her hand and making it magically disappear as she clicks her fingers. Towards the end, she throws #TheThinPossibleChip challenge to her fans and asks them if they can make the Lay’s Wafer Style chip disappear.
Taking a cue from Alia, several celebrities including Raghav Juyal, Anushka Sen, Gauhar Khan, and Jasmin Bhasin have joined the campaign on social media.
PepsiCo India director-marketing (Potato Chips Category) Shailja Joshi said, “Lay’s Wafer Style is the thinnest chip from the house of Lay’s and we’ve received an overwhelming consumer response that has further encouraged to drive the messaging of the thin and light chip with #TheThinPossibleChip campaign. The digital campaign brings alive the unique attributes, especially the thinness of the chip in a fun and playful manner with celebrities and content creators performing illusions and making the Paper Thin, Wafer Thin chip disappear.”
Lay’s is also engaging with influencers by sending them Lay’s Wafer Style hamper which includes a stylish T-shirt and Lay’s Wafer Style packs in three special flavours – Salt & Pepper, Tangy Treat & Sundried Chilli, and engaging with them to highlight the paper-like thinness of the Lay’s Wafer Style chips through entertaining illusions and tricks.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
