Lay’s campaign showcases the power of insights-led storytelling

MUMBAI: Behind every successful advertising campaign lies a strong understanding of consumer behaviour, and a recent post by insights strategist Ayesha Lulla highlights the role research can play in shaping creative outcomes.

Lulla, senior lead for insights and strategy at Quantum APAC, shared her excitement after seeing cultural insights developed by her team brought to life in a new campaign for Lay’s.

In a LinkedIn post, Lulla revealed that she and colleague Ysabelle Christina Belmonte collaborated with the PepsiCo Lay’s insights team to uncover consumer and cultural insights that ultimately informed the campaign’s creative direction.

Describing the experience as particularly rewarding, Lulla noted that seeing research evolve into real-world brand communication is one of the most satisfying aspects of insights work.

The project was undertaken in partnership with Quantum Consumer Solutions, the consumer insights and design strategy consultancy, and involved close collaboration with members of the Lay’s marketing and insights team. Lulla also acknowledged Enrico Paolo Cruz for his role in bringing the work to fruition.

The post underscores the growing importance of cultural intelligence and consumer understanding in modern marketing. As brands compete for relevance in increasingly crowded markets, insights-driven storytelling has become a key ingredient in creating campaigns that resonate with audiences.

For research professionals, moments when consumer understanding translates directly into creative execution serve as a reminder that effective marketing often begins long before the cameras start rolling.