Time to put on dancing shoes as LAY’S releases a special musical to spread Smiles this New Year.
PEPPY, VIVACIOUS and FOOT- TAPPING, the musical is a part of LAY’S Smile Deke Dekho campaign and features TWO OF INDIA’S BIGGEST YOUTH ICONS - RANBIR KAPOOR and ALIA BHATT for the first time together. Composed by talented Amit Trivedi, the musical has been sung by charismatic pair of Sunidhi Chauhan and Nakash Aziz. The musical follows the success of TVCs and encapsulates the brand’s mission to offer a joyful interruption to the busy, everyday lives.
The two-and- a-half minute musical features Ranbir and Alia portraying their fun, happiness coupled with quirky expressions lived through a magical journey in a dream. The visual opens to a bored and dull Ranbir and Alia sitting on a bench. As they move from one colorful and lively location to another, the video captures the variety of moods portrayed by India’s favorite actors and the diversity of flavors by LAY’S that are mapped to spread smiles to the busy, mundane lives.
Expressing his thoughts about the musical Mr. Dilen Gandhi, Sr Director and Category Head – Foods, PepsiCo India, said, “With Smile Deke Dekho, LAY’S has once again established its position as a front runner in terms of innovation. The success of our campaign comes at the back of the simple insight, backed by creative conceptualization and seamless execution to bring smiles for all our consumers. The Smile Deke Dekho musical is special as it brings together India’s biggest youth icons Ranbir and Alia grooving together on the tunes of the Amit Trivedi, Sunidhi Chauhan and Nakash Aziz, a combination never seen before. The musical is curated to give everyone an opportunity to cherish, celebrate, groove and dance to the light heartedness of life. We are hoping to have India dancing to the musical as they welcome 2020.”
Sharing her excitement on the musical, Alia Bhatt said, “Being a youth-oriented brand, LAY’S is all about bright colours, smiles and fun with friends. Smile Deke Dekho brings out the liveliest and chirpiest versions of ourselves, reiterating that it’s important to break away from the monotonous life and indulge in the joyfulness of it. Personally, I love the lyrics of the song and the hook step and cannot wait to see the reaction of audience.”
Commenting on the launch of musical, Ranbir Kapoor said, “There are some songs that you naturally groove to, effortlessly and seamlessly. Smile Deke Dekho is one such song that has the power to lighten up a bad mood and liven up a boring day. We had a great time shooting for the musical, dancing and jiving to it and am absolutely sure that all our audience will love to shake a leg to it as well.”
The special musical, conceptualized and executed by Mindshare Content Plus and distributed by Sony Music, marks the next phase of the LAY’S Smile Deke Dekho campaign which was launched in October 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 flavor variants. The campaign is an attempt to convey the flavors story of the brand in a meaningful and distinctive way, all at the back of a simple insight – 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 initiatives for its Smile Deke Dekho campaign, including a massive influencer outreach program, engaging with 750+ influencers on social media. The recently launched TikTok Duet challenge on the tune of Smile Deke Dekho song is the brand’s latest attempt at furthering its path-breaking campaign in India, which resulted over 5 billion impressions and 10,000 user generated content through the fun challenge in a matter of just 72 hours.
Expressing his thoughts on the musical, Rohit Dhawan, Principal Partner - Content Plus, Mindshare India (North & East) said, “We at Mindshare Content+ always endeavor to create unique brand stories that will engage and excite the consumers. The LAY’S Smile Deke Dekho campaign was carved to generate buzz, excitement and distinctiveness amongst consumers for the brand. While identifying music as a key passion point to deliver to the brand objectives was easy, the journey of creating a mix of a talent pool that could deliver to it was tricky. And that’s where the partnership with Sony Music kicked in to help us curate an exciting talent pool of Amit, Sunidhi & Nakash to create a piece of music that we believe will engage the listeners. Couple that with the music video that has been made with a novel visual appeal to spread nothing but joy and smiles – much like LAY’S.”