Ad Campaigns
Ranbir and Neetu Kapoor spark fun in Lay’s ‘Isey Kehte Hain Pyaar’ campaign
Mumbai: Is it family first, or Lay’s first? Lay’s, one of the leading potato chips brands in India, is here to answer the question with a witty and relatable campaign, “Isey Kehte Hain Pyaar.” Featuring brand ambassador Ranbir Kapoor and his ever-charming mother, Neetu Kapoor, the campaign captures the hilarious clash between affection and flavour when the irresistible taste of Lay’s challenges the resilience of unbreakable relationships. Get ready for a light hearted tug-of-war as the duo humorously navigate through situations to safeguard their prized packs!
The campaign vibrantly delves into the playful struggle that ensues as the mother-son duo find themselves in a snack showdown for the ultimate prize – a bag of Lay’s chips. The magnetic pull of Lay’s signature taste puts even the strongest bonds to test, proving that no one willingly surrenders their Lay’s.
In the debut film of the entertaining ‘Isey Kehte Hain Pyaar’ series, brand ambassador Ranbir Kapoor teams up with his real-life mother, Neetu Kapoor as they go head-to-head for their favourite Lay’s. The film opens with Ranbir playing the perfect son, assisting Neetu with chores throughout the day. However, the playful plot thickens when Neetu searches for her missing Lay’s—a pack initially left in Ranbir’s care. The narrative takes an amusing turn as Ranbir, who had been a dutiful son up until now, brings out the hidden Lay’s pack from behind the sofa cushions, revealing it with a cheeky smile. With a contented bite, he seals the playful prank, triumphantly celebrating the enduring love for Lay’s. This charming mischief sets the tone for a series of entertaining films yet to unfold.
Radiating excitement on the campaign’s launch, PepsiCo India category lead – potato chips Saumya Rathor said, “We all know that love doesn’t always conquer all, especially when there’s a bag of Lay’s involved. We’ve all been there – staring down a bag of Lay’s, contemplating whether to share or savour in delicious solitude. Our latest campaign taps into this behaviour, showcasing how the love for Lay’s can even challenge the strongest connections, brilliantly depicted by Ranbir Kapoor and Neetu Kapoor. This film is just the appetizer; brace yourselves for an epic snack showdown between them, promising suspense, laughter, and unexpected twists. Love, loyalty, and a bag of Lay’s – the ultimate test awaits in this series that will have you on the edge of your seat. So, stay tuned and watch how the duel unfolds!”
Brand ambassador and superstar, Ranbir Kapoor, expressed, “Working with Lay’s is always a thrill, but this time was exceptional—I got to share the screen with my mom. What made it even more special was that the film actually reflects something we encounter regularly in our home. The universal love for Lay’s sometimes turns our house into a riot of fun. I can’t wait for the audience to dive into these films with their own bags of Lay’s and enjoy the ride!”
“Working on the campaign was truly enjoyable. The film wonderfully captures the playful moments surrounding love and Lay’s. The fun interactions between Ranbir, Lay’s, and myself are just the start of a series that holds many surprises. While Ranbir took the first win, there’s more excitement ahead—let’s consider it 1-0 for now but stay tuned for what’s next!” remarked the charming Neetu Kapoor.
The initial TVC launch signals the start of an engaging series of films where Ranbir Kapoor and Neetu Kapoor will engage in a delightful snack showdown, inviting audiences to witness their playful battle over Lay’s chips, promising more laughter, more moments of love, and more Lay’s-inspired fun. The campaign is a result of a close collaboration between Leo Burnett, PepsiCo India, and director Vivek Kakkad. Leo Burnett played a crucial role in crafting the strategic framework, while Kakkad brought his critical expertise in coming up with the campaign idea, writing the tag line and the witty scripts.
The campaign’s 360-degree approach will encompass various elements, promising a comprehensive rollout across multiple platforms, including digital, television, print, and social media, to immerse audiences in the delightful world of Lay’s ‘Isey Kehte Hain Pyaar’ campaign.
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.
