Ad Campaigns
“We aim to leverage Khan’s charm and elite persona to communicate the premium and artisanal nature of Lay’s Gourmet chips”: PepsiCo India marketing director – potato chips category Shailja Joshi
Mumbai: The ‘nawabi’ of the Nawab of Pataudi, Saif Ali Khan, is well known, far and wide. Nobody exudes elegance, regal charm and effortless class, in the manner that he does. And Lay’s has brought him on board, yet again, this time around for Lay’s Gourmet, the premium potato chip brand from the Lay’s stable. Prior to this, Khan served as the brand ambassador for Lay’s for several years.
In 2022, Lay’s expanded its premium potato chips range with the introduction of Lay’s Gourmet, a unique range of slow-cooked kettle chips made from handpicked, high-quality potatoes. These chips are crafted for those who desire a superior and refined snacking experience and are available in three delicious flavors: Lime & Cracked Pepper, Thai Sweet Chilli, and Vintage Cheese & Paprika.
The recent TV commercial for Lay’s Gourmet, artfully directed by Vivek Kakkad and conceptualized by Leo Burnett, begins with Khan walking through a luxuriously decorated corridor to meet journalists Aditi and Anjali, who are waiting to interview him. The grandeur of Khan’s home leaves the journalists awestruck. They discuss the possibility of the house having multiple chandeliers in each room, a legion of butlers at his service, and even a lion as his companion. Oddly enough the things that they imagine suddenly start emerging around Khan, leaving him confused. Aditi intervenes, reminding Anjali that Khan’s exquisite taste should not be judged solely by his opulence. Intrigued, Anjali wants to learn more about his extraordinary taste, and at that moment, he surprises them by placing packs of Lay’s Gourmet on the table, giving them a glimpse of his fine taste. Anjali, excitedly exclaims, “Chips! Oh, I love chips.” But Aditi corrects her, saying, “These are not chips, Anjali. They are Lay’s Gourmet.”
In an email interaction, Indiantelevision.com spoke to PepsiCo India marketing director – potato chips category Shailja Joshi wherein she discusses about Lay’s Gourmet, Khan’s association with it, and more.
Edited excerpts:
On Khan as the brand ambassador of Lay’s Gourmet
Lay’s Gourmet are not just regular chips. They are made from carefully selected, high quality potatoes and crafted for an indulgent snacking experience that delights the senses. Every crunchy bite of this thickly sliced golden-curled chip is filled with lip-smacking flavours and aromas that make for a perfect snack for premium occasions. To bring alive this experience, Khan became our obvious choice. His impeccable taste and refined choices in life make him the perfect partner to showcase the crafted experience of Lay’s Gourmet.
On Khan’s comeback to the Lay’s family with Lay’s Gourmet and utilizing his charm and elite image to create something different for the brand
We believe that Khan’s regal charm and suave style perfectly complements the exquisite taste and finesse of Lay’s Gourmet slow-cooked kettle chips. His previous association with Lay’s has been memorable, and we are excited to work with him once again to create a promising partnership that solidifies Lay’s Gourmet’s position in the premium snack segment.
Through Khan’s brand ambassadorship, we plan to create a unique and differentiated image for Lay’s Gourmet, one that reinforces our proposition of “It’s Not Cooked, It’s Crafted.” We aim to leverage his charm and elite persona to communicate the premium and artisanal nature of Lay’s Gourmet chips to our consumers.
We hope that this partnership will help us deepen the connection with our patrons and make Lay’s Gourmet the go-to premium snack in the market.
On Lay’s Gourmet as a premium product from the Lay’s stable
Innovation has always been at the core of Lay’s brand philosophy that enables the brand to be a frontrunner in the potato chips category. With Lay’s Gourmet, we’re continuing this tradition of innovation and focusing our efforts on establishing it as a top-tier snack.
To achieve this, we’ve implemented a variety of strategies. We’ve come up with a creative concept, “It’s Not Cooked, It’s Crafted”, which highlights the unique craftsmanship that goes into making the chips. We’ve also introduced a new INR 20 pack size to make the product more accessible to anyone who seeks to elevate their snacking experience. Furthermore, we’ve designed a comprehensive communications plan that includes targeting high-profile events like the IPL, creating visual assets for TV and social media, and sustaining buzz through 360 activations. Finally, we’re thrilled to have Khan as our brand ambassador, which is a testament to our commitment to making Lay’s Gourmet the go-to premium snack.
On the important markets for Lay’s Gourmet in India
Lay’s Gourmet has a strong presence across the country. We’ve observed that the product has been particularly well-received in Tier 1 cities. However, we also recognize the potential for Lay’s Gourmet in other parts of the country, which is why we’ve introduced a new INR 20 pack to increase accessibility and traction in more markets. We are committed to expanding our footprint across the country and bringing the unique flavours and craftsmanship of Lay’s Gourmet to more customers.
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