MAM
Lay’s Creates Wavez On TikTok
MUMBAI: You dance when you are happy. You dance alone. You dance when you want to have more fun or simply when you are not yet done! It’s the easiest of all, and the trendiest amongst all – a simple wave can go much beyond. So, can you Wavez?
Lay’s, one of India’s favourite potato chip brands, has introduced a new and unique ‘Wavez4India’ challenge on TikTok. The challenge was brought to life by India’s most spirited and cheerful cricketer, Yuvraj Singh, who showed his electric moves inspiring millions of TikTok followers to join in the challenge. After a long time, Yuvraj 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 Yuvraj, India’s dancing sensation 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 – amongst the youth, the brand is encouraging consumers to join in the journey of fun and deliciousness with the sensational Wavez dance.
Talking about the challenge, Shakti Mohan, the popular Indian dancer said, “It is really amazing to see our favourite cricketer, Yuvraj Singh performing the Lay’s Wavez4India Challenge on TikTok. Dance is the best kind of break one can take from one’s daily routine and the Lay’s Wavez4India Challenge is sure to add a zing to your day. I saw the step and couldn’t help trying it myself and I am confident, it will inspire millions of TikTok participants to give it a try and come up with similar dance moves.”
Dilen Gandhi, Sr 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 which intends to create playful moments with friends with its unique shape and appetizing flavor.
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 conceptualizing 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.
A playful delight in every bite, Lay’s Wavez is available in Tangy Chilli Twist flavor at INR 5 and INR 10 across all traditional and retail outlets in the country.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
