MAM
Lay’s takes ‘Ke Liye Kuchh Bhi’ campaign to the streets
Humorous billboards and extensive OOH activations in Delhi NCR, Mumbai, Kolkata and other cities celebrate wild cravings for Lay’s chips.
MUMBAI: Lay’s has just taken its cravings campaign outdoors and it’s proving some urges simply can’t be bagged. The brand has rolled out a large-scale outdoor activation for its popular ‘Lay’s Ke Liye Kuchh Bhi’ campaign across key metro cities including Delhi NCR, Mumbai and Kolkata, with further reach into Pune, Lucknow, Amritsar, Panipat and Patna. Eye-catching billboards show everything from a man mid-heist snatching a pack to a giant fishing rod reeling one in, turning everyday irrational cravings into larger-than-life street theatre.
The extensive out-of-home network includes metro wraps, metro pillars, billboards, unipoles and innovative DOOH formats, ensuring high visibility along daily commute routes. The on-ground push builds directly on the integrated campaign fronted by brand ambassador Ranbir Kapoor and the brand’s refreshed identity part of its biggest global refresh in nearly a century.
Fans have been invited to share their own “kuchh bhi” moments, with select participants winning unique experiences such as tickets to Karan Aujla’s tour. The campaign has also sparked pop-culture buzz, with celebrities including Himesh Reshammiya, Karan Johar, Baba Sehgal and Archana Puran Singh stepping out of character in unexpected ways each reinforcing the idea that for Lay’s, people will do just about anything.
By blending on-screen storytelling with immersive street activations and fan participation, Lay’s has turned a simple snack impulse into a nationwide movement. In a world full of sensible choices, this campaign cheerfully reminds us that sometimes the best decision is the most irrational one, as long as it comes with that unmistakable crunch.
MAM
Ganesh Chana Sattu ropes in Ravindra Jadeja for new campaign
Cricketing all-rounder fronts ‘unnatural energy’ push for high-protein roasted gram flour drink.
MUMBAI: Ganesh Chana Sattu has just bowled a natural Yorker that feels positively superhuman and Ravindra Jadeja is the man delivering it. The nutrient-rich, high-protein roasted gram flour brand has launched a fresh campaign featuring the Indian cricketing legend. Conceptualised by TBWA\ Lintas, the campaign playfully explores how something truly natural can unlock extraordinary energy, using extreme visual exaggeration and Jadeja’s larger-than-life athleticism to show the power of sattu in action.
Rather than relying on dramatic storytelling, the film celebrates sattu as an age-old, completely natural ingredient that delivers performance so effective it borders on the unbelievable. It positions the drink as a refreshing, cool fuel for the body perfect for a generation seeking honest, high-protein nutrition without the hype.
Ganesh Consumer Products Limited director Devansh Mimani said, “Sattu has always been valued for its nutritional goodness. With this campaign, we wanted to showcase that energy in an engaging way. Ravindra Jadeja’s personality and athleticism helped us bring alive the idea that a natural drink can power seemingly unbelievable energy.”
TBWA\ Lintas unit creative director Tritirtha Chatterjee added, “The thought was to position Ganesh Sattu as a refreshing, cool drink that naturally powers the body. Ravindra Jadeja was the perfect fit to bring this idea alive. As an all-rounder, his game demands constant energy across batting, bowling and fielding.”
The campaign is now live across TV, digital platforms and social media channels, aiming to boost both brand awareness and product consideration among consumers looking for natural, high-protein alternatives.
In a category full of flashy promises, Ganesh Chana Sattu is quietly reminding everyone that sometimes the most powerful fuel comes from the simplest, most honest ingredients. With Jadeja on board, the brand has found the perfect all-rounder to prove that real energy doesn’t need artificial boosts, it just needs the right sattu.
