Lay's launches a new campaign with Alia Bhatt and Siddhant Chaturvedi to promote its thinnest wafers

• Lay’s introduces a new flat cut chip and its thinnest range of chips ever - Lay’s Wafer Style.
• Launches a new campaign with Alia Bhatt and Siddhant Chaturvedi.

Expanding its brand footprint in the country, Lay’s is introducing a new flat cut chip and its thinnest range of chips ever - Lay’s Wafer Style. In the endeavor of bringing unique offerings to consumers, Lay’s Wafer Style chips are exceedingly thin-sliced and are available in three delightful flavours – Salt & Pepper, Tangy Treat & Sundried Chilli providing a melt-in-mouth crunch in every bite to consumers.

Inspired by the thinness and slender look of the chip, Lay’s Wafer Style takes the consumers on a delightful journey through the launch of TVC campaign ‘#PaperThinWaferThin,’ which features Lay’s brand ambassador and Bollywood Superstar, Alia Bhatt, and rising Bollywood actor, Siddhant Chaturvedi.

Sitting together in a library, Alia and Siddhant indulge in a moment that comes alive through their playfulness and camaraderie. With only a few words but sparking with an adorable eagerness, Alia tantalizes, Siddhant cajoles, and then the magic happens. Alia's hands dance, and she showcases the perfect Lay's Wafer chip in her hand - irresistibly crispy, effortlessly light, and paper-thin.

Speaking about the new launch, leading actor and brand ambassador of Lay’s, Alia Bhatt said, “It has always been fun being on the brand and I am super excited about the new offering. Lay’s is always known to be a pioneer in bringing new innovations in potato chips category and with Wafer Style they have yet again created a fabulous product available in wonderful flavours. Lay’s Wafer Style is unbelievably thin, and I had lot of fun shooting with it during the TVC along with Siddhant. I hope Lay’s fans across the country enjoy the TVC along with this new offering that makes moments with friends more delightful.”

“Lay’s is loved by millions across the country and has always excited me as a brand. Working on this TVC along with Alia on this fabulous new offering was fun and simply amazing. Lay’s Wafer Style chip is a fantastic innovation from the house of Lay’s. The chip is super thin, has a flat cut texture with wonderful flavours providing a truly enjoyable experience. I hope the fans have as much fun enjoying the chips as we did while shooting the film”, added Bollywood actor Siddhant Chaturvedi.

Sharing his thoughts on the campaign, Anshul Khanna, Senior Director and Category Head – Foods, PepsiCo India said, “We have been frontrunners in delighting Lay’s fans with unique and flavourful experiences. With the launch of 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 featuring alongside Siddhanth Chaturvedi to create magic with this new campaign. We are confident that the audience will love this new offering Lay’s Wafer Style just like our other food innovations.”

Speaking about the launch, Ritu Nakra, Senior Vice President, Wunderman Thompson said, “The new Lay’s Wafer Style is a chip so thin, light and crispy it gives you an irresistible melt-in -your mouth experience. The playfulness of the Wafer style chip is brought alive by the fresh pairing of Alia and Siddhant in the new campaign. Watch the intriguing chip flip by Alia and grab your pack to enjoy this new chip on the block.”

The launch of the TVC is first in the line of numerous activations that the brand has in the pipeline for the upcoming weeks. The latest launch is also being brought to life through a robust 360-degree digital surround campaign panning across multiple platforms.

Tailor-made to suit the existing and evolving tastes and palates, Lay’s Wafer Style is available in three special flavours – Salt & Pepper, Tangy Treat & Sundried Chilli – at INR 5, INR 10 and INR 20 across all leading retail platforms in India.

Agency Credits

Creative Agency: Wunderman Thompson
WPP Lead - PepsiCo Foods, India: Ritu Nakra
Chief Creative Officer: Senthil Kumar
Executive Creative Director: Udayan Chakravarty
Strategy Leads: Atishi Pradhan
Creative Directors: Sameer Kumar, Chetan Malvi
Copywriter: Aakash Aher
Film Department: Mandeep Singh
Account Management: Sougata Kundu, Barnali Dey

Production House: Breathless Films
Director: Vinil Mathew
Producer: Swadha Kulkarni