* New AR lens created for the launch of Lay’s Wafer Style in India
Snapchat is pushing its creative boundaries with its innovative AR lens to introduce the new flat cut chip - Lay’s Wafer Style, the thinnest chips from the house of Lay’s. Recently launched by PepsiCo India, these ‘Paper Thin, Wafer Thin’ chips now have a special interactive lens that Snapchatters can use to witness a magic trick starring themselves! In order to introduce a chip that is ‘so thin that it disappears’, the lens allows users to participate in a magic trick where they get to see themselves disappear in smoke.
Description automatically generatedThis partnership between Lay’s and Snapchat is expected to deepen consumer engagement, especially amongst Millennials and Gen-Z - who form the primary target audience for Lay’s.
Commenting on the collaboration, Gaurav Jain, Head of APAC Business Expansion, Snap Inc. said, “The young Indian audience today has an evolved palate and engages meaningfully with quirky, relatable and easily shareable content. With our first of its kind lens Snapchatters can watch themselves disappear- an ideal way to captivate imagination. We are confident that this new lens will resonate with Snapchatters across the country, leading to a successful launch for Lay’s Wafer Style.”
Snapchat has, in the past, triumphantly launched multiple AR lenses in collaboration with leading brands in the country.
“We have been frontrunners in delighting Lay’s fans with unique and flavourful experiences. With the launch of Lay’s Wafer Style, we are ready to delight fans again with the thinnest chips from the house of Lay’s. Keeping consumer preference in mind, we’ve created region-specific flavours in a format that will be loved by all. We’re excited to have our brand ambassador Alia Bhatt feature alongside Siddhanth Chaturvedi, creating magic with this new campaign. Our partnership with Snapchat is meant to bring alive the proposition of the brand in a disruptive way and we’re looking forward to huge participation and engagement by our consumers. We are confident that the audience will love this new offering, Lay’s Wafer Style, just like our other food innovations.” said Shailja Joshi, Director Marketing - Potato Chips Category India at PepsiCo India.
Tailor-made to suit the existing and evolving tastes and palates, Lay’s Wafer Style is available in three special variants– Salt & Pepper, Tangy Treat & Sundried Chilli flavours– select variants are available in select geographies.
Over the past few years, Snapchat AR has evolved from being just for entertainment and self-expression to having true utility for both consumers and businesses. Snapchat sees over 6 billion AR Lens plays every day, and we have more than 200 million people engaging with AR every day.
Launched in 1995 in India, Lay’s is one of the marquee brands from PepsiCo India and has always been known for bringing in flavours of the world along with Indian flavours that our consumers love. Lay’s has a wide range of offerings under its umbrella, with unique and indulgent flavours that cater to both local and international tastes. It is available in six flavours.
Consumers can also log onto the Lay’s Facebook page at http://www.facebook.com/laysindia and follow us on Instagram at https://www.instagram.com/lays_india/?hl=en
About PepsiCo India
PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 62 plants across foods and beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. In less than two decades, the company has been able to organically grow eight brands, each of which generate Rs. 1000 crores or more in estimated annual retail sales and are household names, trusted across the country.
PepsiCo’s growth in India has been guided by our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. “Winning with Purpose” reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business. For more information, visit www.pepsico.com