Mindshare’s augmented reality magic for Lay’s

The agency’s Dialect and Digital teams used AR to give life to Lay’s new proposition of ‘Pal Banaye Magical’

e4m by exchange4media Staff
Updated: May 2, 2012 7:35 PM
Mindshare’s augmented reality magic for Lay’s

Imagine being in a television commercial of brand such as Lay’s with actor Saif Ali Khan. Imagine thousands of people being in the same commercial, and all your friends liking and sharing the YouTube video of that commercial on Facebook.

That’s what Mindshare set out to do when it attempted to give life to Lay’s new proposition, ‘Pal Banaye Magical’, a positioning revamp from the older proposition of ‘Be Dillogical’ aimed at adding ‘magic’ to ‘everyday moments’ for the youth. The agency used Augmented Reality (AR) for this activity.

The activity saw thousands of consumers dancing virtually with the Lay’s brand ambassador Saif Ali Khan and saw their own projection in the recent ‘Pal Banaye Magical’ commercial on a giant screen across several malls in Delhi and Chandigarh.

This AR activity experience was conceptualised and brought to life by Mindshare through the Dialect and Digital teams, which worked together in handling the activation and its digital amplification respectively. The icing on the cake was the consumer videos of the AR activity, made viral on social media platforms such as YouTube and Facebook by Mindshare Digital.

In a prepared statement, Rahul Thappa, Client Leader, Mindshare North India said, “Augmented reality campaigns are an effective means of effectively engaging with an audience. This campaign provided an unforgettable experience for people present at the malls. The activation has helped us bring alive Lay’s new ‘Pal Banaye Magical’ proposition for consumers, the essence of the proposition being that Lay’s makes every moment magical.”

While the on-ground activities were conducted last month, Mindshare has taken the videos to social media now in a bid to bring further scale to the initiative. As a follow-up to the first phase of the campaign, Lay’s is now engaging its consumers with another campaign around the IPL. Six cricketers have created six distinct flavours, and consumers have to associate the right cricketer with the right flavour. The entire engagement titled ‘Guess Whose Flavor’ is driving participation to laysguesswhoseflavor.com.

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