Lay’s ‘Smile Deke Dekho’ campaign records 185 million impressions
Dilen Gandhi, Senior Director and Category Head – Foods, PepsiCo India, shares more on the campaign by Edelman, featuring Alia Bhatt and Ranbir Kapoor
Lay’s ‘Smile Deke Dekho’ campaign by Edelman has taken over the mediascape as well as the social media world by storm. The brand kick-started the campaign with personalized packs of Lay’s with “smiles of influencers”.
In a chat with exchange4media, Dilen Gandhi, Senior Director and Category Head – Foods, PepsiCo India, shares more about the growth and execution of the campaign.
The Smile Deke Dekho campaign achieved over 185 million impressions for Lay’s with the engagement of approximately 7.2 million across social media and still counting. According to Gandhi, the campaign witnessed 75% of the outreach being completely organic.
Released on 4th October, World Smile Day, it was a strategically timed campaign brought to India. “The launch of the social media campaign was timed during the festive season to drive more conversations online,” he said.
Furthermore, the brand roping in Alia Bhatt and Ranbir Kapoor as brand ambassadors and the launch of the TVCs only added to the buzz.
Lay’s also connected with over 750 influencers to target the youth and also enhanced visibility through three TVCs.
As part of the campaign, the brand kicked off a mass influencer outreach programme, wherein it mapped each influencer’s smile and matched it to our various flavour variants. “We produced personalized packs, featuring the smiles of influencers that were then sent out, creating a ‘money-can’t-buy’ experience for them,” he explained.
Gandhi said the campaign stems from a simple insight that Lay’s brings a smile to ones’ face and a smile can lead to connections.
What makes the campaign unique is the fact that the entire idea comes to life through packaging – the first of its kind in India.
While the campaign came to India just a few months back, it was already doing wonders in the global market for years. “We believed in the power of our global campaign and therefore decided to bring it to India as Lay’s Smile Deke Dekho adding a twist to our flavour story by matching different kinds of smiles against different variants of Lay’s,” said Gandhi.
When asked why Alia and Ranbir were the appropriate face for this campaign, Gandhi said, “Ranbir is the perfect representation of India’s youth, resonating deeply with the brand philosophy. Alia’s peppy and upbeat nature, tying in with the fun persona of the brand, makes both of them seamlessly fit as individuals and power duo. They have brought alive the simplicity of our proposition, ‘Smile Deke Dekho’ in their own individual ways.”
When asked how the brand’s marketing strategy has evolved over the years, Gandhi said, “We are one step ahead when it comes to innovation or integrating technology in our communication. We have realized that people are becoming more digital. Hence, PepsiCo is massively shifting to digital.”
The brand has been growing strongly at double-digit and this growth will be further accelerated this year on the back of value addition in the pack, increasing the footprint through new stores as well as a local adaptation of the global campaign, he concluded.
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