MAM
Lay’s celebrates flavours of life in latest ad
MUMBAI: Our lives have become immersed in the virtual world and less in the real. In a constant search for new, invigorating experiences to add to our social web of stories, we often skip out on the ‘now’. Always building moments to celebrate in our webbed world leaves us missing the flavours of the present.
The new TVC, which is a celebration of life, conveys the underlining message of being in the present and cherishing the journey of it all.
The new TVC is brought to life with two friends vacationing on the beach. While one of them takes to playing frisbee, the other is nose deep in her phone, updating her social media. Looking at her friend, the girl puts forward a packet of Lay’s to catch her attention. Obviously, the girl leaves her phone and indulges herself in the real flavours of Lay’s and Life.
PepsiCo India marketing director of western snacks category Dilen Gandhi mentions that experience is the new social currency for the youth today. That’s why, they are busy showcasing the experience and sometimes miss living it fully. “Lay’s has always been popular among consumers for its real and authentic flavours, and we want to bring back some of that real flavours back into our consumers lives, by highlighting the need to immerse themselves in these moments,” she adds.
J Walter Thompson India chief creative officer Senthil Kumar says, “Research has shown us that on an average, youngsters are spending five hours or more a day in the virtual world, they are obviously missing out on real experiences in the process. As Lay’s, we wanted to bring this to their attention in a young, light and ‘Lay’s’ way.”
Over the years, Lay’s has become known for its engaging promotions and campaigns. From ‘No one can eat just one’ to ‘What’s the programme?’ to ‘Be a Little Dillogical’ to last year’s ‘Love to Love it’, Lay’s has always been in pace with the pulse of the youth and been an integral part of their lives.
Brands
Aman Gupta’s OFF/BEAT secures Rs 100 crore seed funding round
Bessemer backs new venture betting on AI and India’s digital shift
MUMBAI: Aman Gupta has raised Rs 100 crore in seed funding for his new venture OFF/BEAT, with Bessemer Venture Partners leading the round as it bets on a new wave of AI-led, consumer-first businesses in India.
The funding marks an early but significant push for OFF/BEAT, which is positioned to tap into a rapidly evolving market shaped by a digitally native generation and advances in artificial intelligence. The venture aims to build at the intersection of culture and technology, where brand identity and innovation increasingly go hand in hand.
Gupta, best known for co-founding boAt and scaling it into a Rs 3,000 crore-plus business, is now looking to apply those learnings to a new playbook. His focus this time is not just on building a consumer brand, but on leveraging AI and global networks to accelerate growth.
OFF/BEAT founder Aman Gupta said, “Having built from scratch before, I know what capital can do and what it cannot. This time, I was looking for partners with a global perspective who can help me leverage technology and AI, because that is where the future lies. Bessemer’s track record with companies like Anthropic, Shopify, Canva and LinkedIn says it all.”
The choice of investor reflects that ambition. Bessemer Venture Partners has backed global technology players such as Anthropic, Shopify, Canva and LinkedIn, bringing not just capital but strategic support and global reach.
Bessemer Venture Partners partner Anant Vidur Puri said, “We back founders who see around corners. Aman saw how a new India would come to think about aspiration, identity and quality, and built boAt as proof. He is now applying that same instinct to a market being reshaped by AI and by a generation with entirely new expectations.”
The investment comes at a time when India’s startup ecosystem is being reshaped by both consumer behaviour and technological disruption. Founders are increasingly expected to understand not just products, but the cultural shifts that drive adoption.
For OFF/BEAT, the journey is just beginning, but the signal is clear. In a market where attention is fleeting and expectations are rising, building something truly distinctive may be the only way to stay on beat.
