Ad Campaigns
Dhoni pays surprise home visit to fans in the new Lay’s campaign
Mumbai: Match-viewing extends beyond just the sport; it’s an immersive experience which becomes even more enjoyable with the company of Lay’s. In a spectacular celebration of the cricketing fervour that unites our nation, Lay’s is ecstatic to reintroduce the cricketer Mahendra Singh Dhoni as its Brand Ambassador, starring in latest campaign – ‘No Lay’s, No Game.’
In this electrifying partnership, Lay’s is set to introduce the internationally renowned ‘No Lay’s No Game’ campaign to the Indian audience, which is globally acclaimed for its association with sports tournaments. Harnessing Dhoni’s universal appeal and iconicity, the campaign emphasizes an undeniable truth: for true fans, a match without Lay’s is simply unthinkable.
In the TVC, Dhoni embarks on a unique quest, going door-to-door to check if fans have Lay’s stocked up at home while they enjoy every heart-pounding boundary, every nail-biting wicket, and every cheer-worthy moment on the field. As Dhoni knocks on different doors, he is received by a series of delightful reactions, ranging from astonishment to exhilaration and even frantic searches for Lay’s. What sets this TVC apart is that it features ordinary people and non-actors, capturing their unscripted reactions as they are stunned to see Dhoni himself standing at their doorstep, eagerly inquiring if they’ve got Lay’s on hand. Those with Lay’s get the exclusive opportunity to share the match with him, while those who don’t, simply miss out on this golden chance. The TVC playfully encapsulates the seamless blend of the sports-watching experience, Lay’s, and fan enjoyment, culminating in the resounding message, “No Lay’s, No Game.”
Speaking about campaign and introducing Dhoni as the brand ambassador, PepsiCo India category lead – Potato Chips Saumya Rathor said, “Lay’s, an OG chip, holds a special place in the hearts of countless Indians. The brand is excited to reunite with the beloved cricketer, MS Dhoni, as the face of Lay’s, solidifying the deep bond between the brand and our cricket-obsessed nation. We are confident that this dynamic partnership and ‘No Lay’s, No Game’ campaign will continue to deliver boundless joy to consumers and remind them to continue to elevate their match-viewing experience with Lay’s chips. So, grab your Lay’s, join the game, and make your experience even more extraordinary!”
Expressing his excitement on his association with Lay’s, Dhoni, commented, “I am thrilled to be a part of the Lay’s family once again. Game-watching and Lay’s indeed go hand in hand, and the ‘No Lay’s, No Game’ campaign brilliantly captures the essence of this unique connection. As someone who has been so closely associated with sports for years, I know that Lay’s makes the moments even more special. So, next time you settle in to watch the game, remember to stock up on Lay’s and enjoy the match with its delightful flavours!”
Leo Burnett India national creative director Vikram Pandey said, “Everyone knows, Lay’s is the prefect munching snack while watching the game. The challenge was how do we get them to stock it up at home for sure. The answer was Dhoni knocking at your door! This candidly captured films takes our international ‘No Lay’s, No Game’ idea forward and playfully reminds audience to stock up Lay’s at home.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
