- MS Dhoni joins Lay’s as its brand ambassador, featuring in a new campaign – No Lay’s, No Game
- The ‘No Lay’s No Game’ campaign is a global marketing initiative by Lay’s, emphasizing that the enjoyment of watching a game is incomplete without a bag of Lay’s chips
New Delhi, 23rd October 2023: Match-viewing extends beyond just the sport; it’s an immersive experience which becomes even more enjoyable with the company of Lay’s. In a spectacular celebration of the cricketing fervour that unites our nation, Lay’s is ecstatic to reintroduce the legendary cricketer Mahendra Singh Dhoni as its Brand Ambassador, starring in latest campaign – ‘No Lay’s, No Game.’
In this electrifying partnership, Lay’s is set to introduce the internationally renowned ‘No Lay’s No Game’ campaign to the Indian audience, which is globally acclaimed for its association with sports tournaments. Harnessing Dhoni’s universal appeal and iconicity, the campaign emphasizes an undeniable truth: for true fans, a match without Lay’s is simply unthinkable.
In the TVC, Dhoni embarks on a unique quest, going door-to-door to check if fans have Lay’s stocked up at home while they enjoy every heart-pounding boundary, every nail-biting wicket, and every cheer-worthy moment on the field. As Dhoni knocks on different doors, he is received by a series of delightful reactions, ranging from astonishment to exhilaration and even frantic searches for Lay’s. What sets this TVC apart is that it features ordinary people and non-actors, capturing their unscripted reactions as they are stunned to see Dhoni himself standing at their doorstep, eagerly inquiring if they’ve got Lay’s on hand. Those with Lay’s get the exclusive opportunity to share the match with him, while those who don’t, simply miss out on this golden chance. The TVC playfully encapsulates the seamless blend of the sports-watching experience, Lay’s, and fan enjoyment, culminating in the resounding message, “No Lay’s, No Game.”
Speaking about campaign and introducing MS Dhoni as the brand ambassador, Saumya Rathor, Category Lead – Potato Chips, PepsiCo India, said, “Lay’s, an OG chip, holds a special place in the hearts of countless Indians. The brand is excited to reunite with the beloved cricketer, MS Dhoni, as the face of Lay’s, solidifying the deep bond between the brand and our cricket-obsessed nation. We are confident that this dynamic partnership and ‘No Lay’s, No Game’ campaign will continue to deliver boundless joy to consumers and remind them to continue to elevate their match-viewing experience with Lay’s chips. So, grab your Lay’s, join the game, and make your experience even more extraordinary!”
Expressing his excitement on his association with Lay’s, MS Dhoni, commented, “I am thrilled to be a part of the Lay’s family once again. Game-watching and Lay’s indeed go hand in hand, and the ‘No Lay’s, No Game’ campaign brilliantly captures the essence of this unique connection. As someone who has been so closely associated with sports for years, I know that Lay’s makes the moments even more special. So, next time you settle in to watch the game, remember to stock up on Lay’s and enjoy the match with its delightful flavours!”
Vikram Pandey, National Creative Director, Leo Burnett India, said “Everyone knows, Lay’s is the prefect munching snack while watching the game. The challenge was how do we get them to stock it up at home for sure. The answer was Dhoni knocking at your door! This candidly captured films takes our international ‘No Lay’s, No Game’ idea forward and playfully reminds audience to stock up Lay’s at home.”
AGENCY CREDITS
- Creative Agency – Leo Burnett India
- CEO & Chief Creative Officer, South Asia – Rajdeepak Das
- National Creative Director – Vikram Pandey & Sachin Kamble
- President-North – Samir Gangahar
- Executive Vice President – Jaikrit Singh
- Executive Creative Directors – Shahnawaz Qadeer
- Sr. Creative Director – Adwait Kulkarni
- Creative Director (Art) – Abhinandan Dey
- Copywriter – Shweta Bharti
- Vice President – Binay Mehra
- Brand Services Director – Kirti Sinha
- Production House – Dharma 2.0
- Director – Puneet Malhotra
- Executive Producer – Preetha Iyer
- Producer – Priyanshi Bahadur
