Top Story

e4m_logo.png

Home >> Advertising >> Article

LAY'S MAXX new TVC celebrates machismo

20-May-2017
Font Size   16
Share
LAY'S MAXX new TVC celebrates machismo

Lay’s MAXX has reinstated their idea of the ‘macho man’ through their latest TVC. The new TVC portrays the new macho man who has the innate style to win over situations effortlessly.

The message lies in the treatment of the advertisement that showcases a biker gang showdown set against the backdrop of a suburban pub, with a MAXX twist to the plot. The portrayal of the MAXX crunch moment with the sonic boom that comes from the protagonist biting into the crunchy chip, mirrors the attributes of the chip while reiterating the idea of machoism inherent in the contemporary ‘MAXX’ Man.

Speaking about the campaign, Dilen Gandhi, Marketing Director, PepsiCo India, says, “Lay’s has been the most loved potato chip for years, and MAXX, the global, premium superhit from our portfolio, has witnessed equal zeal and enthusiasm by the consumers since its launch. The new TVC manifests the MAXX characteristics through a powerful yet subtle narrative. The ruggedness of the chips and the authenticity is well portrayed through the treatment of the commercial and we believe that after seeing this our consumer will have a stronger connect with the product. We are confident that the new TVC will fortify our brand presence in the market.”

Commenting on their creation, the creative agency spokesperson Senthil Kumar ,CCO, J . Walter Thompson, says, “The TVC brings alive the distinct taste and flavors that define the powerful MAXX experience. Our aim was to highlight the attributes of the MAXX man, narrating the traits that define contemporary macho as against the conventional macho. And the MAXX crunch moment acts as the best differentiator, setting apart our protagonists from the rest in the pub. We hope that our consumers will connect with the storyline and identify Lay’s MAXX for its rugged and rustic nature.”

CREDITS

Creative Agency:

·       Chairman and Chief Creative Officer:  Senthil Kumar

·        Executive Creative Director:  Sumati Singh

·       Executive Business Director: Ritu Nakra

·       National Planning Head: Mythili Chandrasekhar.

·       VP strategy planning: Jayati Majumder

·       Planning Director: Noor Samra

·       Account Director: Rajat Das

·       Creative Director Copy: Reshna Banerjee

Production house:

·       Director: Sunhil Sippy

·       Producer: Firecrackers

·       DOP: V. Manikandan

Tags

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

The New Realities study in India is its sixth year. Over 600 online interviews (per country) were conducted in seven countries, as a part of the study.

Rohit Bansal, Group Head of Corporate Communications, Reliance Industries Limited was speaking about the emerging tools of PR through Social Impact during his keynote address at IPRCCA 2017

Foster joins Y&R after serving as President, Global Clients for the Publicis Groupe; also was Worldwide COO and Chairman and Regional CEO, APAC and Greater China at Saatchi & Saatchi