MAM
Lay’s launches new campaign #Heartwork as ode to unseen heroes
MUMBAI: Lay’s has launched a campaign to share gratitude towards the unsung heroes’ who have brought joy to millions. Aptly titled #Heartwork, this campaign is a heartfelt, emotional ode to each hero in the brand’s supply chain who works relentlessly against all odds to ensure Lay’s brings joy to millions across the country.
The campaign film signifies that each pack of Lay’s is a celebration of the #heartwork of unseen heroes; farmers, factory workers, truck drivers, distributors, sales force, retailers, and delivery executives, whom we don’t always get a chance to thank in person. Through this film the brand extends its sincere appreciation and gratitude to them on behalf of the company and every consumer who enjoys Lay’s.
The film applauds the “Heartwork” of the Indian farmer who puts in utmost care and love in growing the best quality potatoes that go into making Lay’s. It thanks the factory workers, who work day and night to ensure production of Lay’s. It recognises the efforts of the truck drivers who often drive long miles across the country, to reduce the distance between the consumer and one of their most loved brands. And, last but not the least, the film expresses gratitude to the retailers and delivery executives who ensure that the snack brand reaches the consumer. It’s a succinct yet heartwarming depiction of #Heartwork from lush green potato farms to fingers that consume a pack of Lay’s with utmost joy.
PepsiCo India senior director and category head – foods Dilen Gandhi said, “Every step of the journey from farm to finger is filled with countless stories of people who face tough challenges but overcome them with dedicated efforts and with a smile on their face. They might be working behind the scenes, but they are the real heroes of the story. With the #HEARTWORK campaign, we want to extend our sincere gratitude and appreciation to each one of them. It is thanks to their efforts that Lay’s is able to bring joy to millions of consumers in India.”
PepsiCo Foods WPP India lead Ritu Nakra said, “#Heartwork is our latest endeavour acknowledging the tireless spirit of all the people who are behind the scenes who have ensured the uninterrupted supply of Lay’s to the consumers. This community spirit inspired Team WPP to create a warm and touching story of deep gratitude. LAY’S helps build and celebrate connections and with this film we expand the narrative of heartfelt connections to the unsung heroes.”
Lay’s India works with over 24,000 farmers, 4300 factory workers, 2400 distributors, 6.5 lakh retailers, and 5000 sales staff, who are proudly delivering joy across the country each day.
MAM
Sameer Nair steps down as CEO of Applause Entertainment
Veteran media executive exits after a decade at the Aditya Birla Group-backed studio.
MUMBAI: After a decade of calling the shots, Sameer Nair is taking a bow from Applause Entertainment. The veteran industry leader and CEO of the prominent content studio is stepping down from his role, according to sources familiar with the development. This marks a significant leadership transition at one of India’s key players in the television and digital content space.
Applause Entertainment, part of the Aditya Birla Group, has built a strong reputation under Nair’s leadership for its high-quality adaptations of international formats and a slate of original series across OTT platforms. Nair, who joined the company a decade ago, was instrumental in shaping its growth and positioning it as a notable force in India’s evolving streaming landscape.
Prior to Applause, he held senior roles at major media organisations, including Star India, where he played a pivotal part in the launch of the iconic show Kaun Banega Crorepati in 2000. He also worked with Balaji Telefilms and NDTV Imagine.
It remains unclear who will succeed Nair or what his next professional move will be. Queries sent to Nair did not receive a response, and Applause Entertainment declined to comment on the matter.
His exit comes at a time when the Indian content ecosystem is undergoing rapid changes, with streaming platforms recalibrating investments, focusing on profitability, and adjusting content strategies amid shifting viewer preferences and increasing competition.
Industry insiders suggest the transition could signal a strategic reset for Applause as it navigates the next phase of growth.
In the fast-paced world of Indian entertainment, where hits can fade as quickly as they rise, Sameer Nair has enjoyed a remarkably steady and influential run. As he steps off the stage at Applause, the spotlight now turns to what comes next for both the executive and the studio he helped build.
