Agency : JWT
Baseline : Har program ka main food
Description: Saif
Ali Khan is listening to the cricket commentary on his radio when his friends barge in to his terrace. He asks them to watch the match from the terrace itself; being held in a distant stadium and it is barely visible from the terrace. One of his friends, a girl, says that, from all that distance, it seems as though a couple of blue ants are playing tapoo with a few green ones. Then, Saif looks down and whistles; a guy suddenly appears and offers them a bagful of Lays chips and Saif says, Yehi to hai is programme ka main food.4ps take: With the cricket World Cup round the corner, Lays is betting big on cricket fever. This communication is all about how even you can’t be physically present for the matches – taking place in faraway West Indies – yet you can at least have Lays and have a blast! Saif Ali Khan, of course, shines again with an enthusiastic performance. The clinching benefits to the Brand are the rocking taste of Lays and the various flavours offered. The single-minded focus is to maintain as well as increase the popularity of the product after the launch of Lays Stax. Featured as the heart of any programme, what do we say but that ‘munching Lays definitely pays’?
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Source : IIPM Editorial, 2007
An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative
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