Lay's: Getting India to SMILE

Potato chip brand, Lay's, leveraged its packaging as a media vehicle to find its way back into the hearts of millions of customers in India.

Campaign details

Brand: Lay'sBrand owner: Pepsico, Inc.Lead agency: Wunderman ThompsonContributing agencies: Mindshare, Edelman, KantarMarket: IndiaSector: Savoury snacks, potato chipsMedia channels: Mobile & apps, Online video, Packaging & deisgn, Social media, Television, Word of mouth, influencersBudget: 3 - 5 million

Executive summary

Winning hearts with a smile

Lay's, the market leader in the potato chips category in India, had given competition a blueprint to follow – they were replicating everything that Lay's was doing in terms of flavours and packaging – resulting in a sea of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands