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Lay’s launches Smile Deke Dekho Duet Challenge featuring Kapoor, Bhatt
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Saturday, 14 December, 2019, 15 : 00 PM [IST]
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Our Bureau, New Delhi
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Lay’s, India’s favourite potato chip brand, launched Smile Deke Dekho Duet Challenge on TikTok. The video features brand ambassadors Ranbir Kapoor and Alia Bhatt sharing smiles with their many fans and followers.
The challenge urges users to share the maximum smiles in less than 10 seconds, with the catch being that the smile must be unique and different. The challenge saw over five billion impressions and 10,000 user-generated content from all over India painting TikTok with smiles in a matter of just 72 hours.
As a pioneering youth brand, the chip brand has always been on a mission to offer a joyful interruption to the busy, everyday lives of its consumers, and the new #SmileDekeDekho Duet Challenge is a perfect embodiment of this brand mission.
The video features Kapoor having a blast, as he is shown depicting a multitude of expressions and smiles while posing with Lay’s new Smile pack. He is seen smiling, winking, and pouting, while grooving in the challenge video. Bhatt, too, is seen showcasing a wide array of expressions and sharing all kinds of smiles while posing with her pack.
Expressing his thoughts on the unique challenge, Dilen Gandhi, senior director and category head, foods, PepsiCo India, said, “Lay’s has always been the front-runner in innovation, be it in terms of our flavours or our communication strategy.”
“After the resounding success of our social media campaign, we are thrilled for our latest digital activation – the #SmileDekeDekho Duet challenge on TikTok, led by our brand ambassadors, Kapoor and Bhatt,” he added.
“It is very encouraging to see how TikTok users have smiled all the way by producing some amazing user-generated content, while enjoying the duet challenge with their favourite youth icons,” Gandhi said.
Sachin Sharma, director, sales and partnership, TikTok India, said, “We are thrilled to have once again collaborated with Lay’s for this unique challenge. This campaign is a reflection of TikTok’s mission to inspire creativity and bring joy.”
“It is encouraging to see our users actively participate in this challenge in innovative ways. This successful partnership is a testament of the value brands see in TikTok’s unique offerings and its vibrant and engaging 200-million user community. We look forward to continuing this alliance,” he added.
Launched earlier this year, the Lay’s Smile Deke Dekho campaign brought home the global LAY’S Smile campaign, with the introduction of limited-edition Lay’s Smile packs, which feature six different smiles corresponding to the six different flavour variants.
The campaign, conceptualised by Wunderman Thompson India, is an attempt to convey the flavours story of the brand in a meaningful and distinctive way, all at the back of a simple insight – smiles lead to connections, and Lay’s brings a smile to consumers faces, and hence, the different flavours of Lay’s can lead to different smiles, leading to different connections. What made this idea unique was the fact that it was brought alive entirely through packaging – the first of its kind in India.
Lay’s activated several activities for the campaign, including the on-boarding on Kapoor and Bhatt as brand ambassadors and a massive influencer outreach programme, engaging with 750-plus influencers on social media. The recently-launched Duet challenge is the brand’s latest attempt at furthering its path-breaking campaign in India.
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