Lay’s: Ticket Ka Game

This case study shows how Lay's, a snack brand, increased brand affinity through a fan-fueled contest in India.

Lay's: Ticket Ka Game

Vivek Sukumar, Rahul Tiwari, Megha Kalra et al

Campaign Details

Brand owner: PepsicoAgency: MindshareBrand: Lay'sCountry: IndiaIndustry: N Savoury snacks, potato chips

Executive Summary

Lay's, which dominate Rs. 9400 Crore snack market in India, have begun losing the market share to regional players, which are matching the multinational on pricing and variant.

Hence Lay's needed to regain the market share and bring back some brand love among its hard to please audience, as it's the biggest consumption driver for market share.

Lay's rode on the biggest property to...

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