NEW DELHI, May 22, 2015 /PRNewswire/ --
- Get Ready to Experience the Maxx Crunch and Maxx Taste
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Lay's packs a punch this summer with its all new Lay's MAXX. Lay's MAXX is a global innovation from Lay's and is present across markets such as Europe, USA, and Middle East. Lay's MAXX is now launched in India with its international and premium taste experience. The campaign for the launch highlights the MAXX crunch and MAXX taste attributes of the product. In India, Lay's MAXX will be available in two exciting flavours - Macho Chilli and Sizzling Barbeque.
(Photo: http://photos.prnewswire.com/prnh/20150522/10123422 )
The MAXX campaign is set in the Wild Wild West and showcases the quintessential cowboy showdown, with a MAXX twist to the plot. The showdown takes an ultimate turn when the hero whips out a MAXX pack, bites into the deeply ridged chip and ends the battle with the sonic boom that comes from crunching of the chip. The toughness of the cowboys, the intensity of a showdown, the ruggedness of the Wild West, the sonic boom and the crunch, they all mirror attributes of the new Lay's MAXX chip. - a hard bite and extremely crunchy chip.
Talking about Lay's MAXX campaign, Mr Rajiv Mathrani, Director & Category Marketing Head-Snacks, PepsiCo India, said, "Lay's has always brought in unique taste experiences for consumers and we are proud to unveil this campaign which brings yet another global favourite to India. MAXX is truly a global innovation with its deep ridges and crunch. The youth of today love hanging out with friends and trying out new experiences. We believe that our snacks portfolio talks to multiple snacking options in a day. Lay's MAXX is a perfect accompaniment to an evening with friends."
The campaign will come to life across various touch points starting with television, one of the most powerful mediums and will follow with amplification on digital platforms. Lay's MAXX with its proposition of MAXX crunch and MAXX taste will innovatively engage consumers wanting to come back for more.
Babita Baruah, Senior VP and Business Head, JWT Delhi, says, "The TVC and the integrated campaign bring alive the distinct taste and flavours that define the powerful MAXX experience. Director Sunhil Sippy has done a fabulous job in partnering with us on the execution."
Sumati Singh, Executive Creative Director, JWT Delhi, says, "Our task was to launch the new product, Lay's MAXX and we brought alive the attributes of Lay's MAXX by using the classic western showdown. The toughness of the cowboys, the ruggedness of the wild west, the sonic boom and crunch, mirror the intensity of the chip."
Lay's MAXX is available in retail outlets across the country and also Amazon.in. With its promise of MAXX crunch, MAXX ridges and MAXX flavours, it is the perfect snack for all evening occasions.
Credits
Designation Name
Senior VP & Business Head: Babita Baruah
Senior VP & National Planning Director: Mythili Chandrasekar
Executive Creative Director: Sumati Singh
VP & Client Services Director: Ritu Nakra
Senior Creative Director: Amitav Misra
Creative Team: Priyanka Thakkar, Rahul Sharma
Account Management Team: Anubha Mathur, Shweta Raina, Sidharth Jaggi
Planning Team: Rinku Ray, Noor Samra
Agency Producer: Anupama Ahluwalia
Production House: Firecracker Entertainment Pvt. Ltd.
Director: Sunhil Sippy
About Lay's:
Launched in 1995 in India, Lay's is one of the marquee brands from PepsiCo India and has always been known for bringing in flavours of the world along with Indian flavours that our consumers love. Lay's has wide range of offerings under its umbrella, with unique and indulgent flavours that cater to both local and international tastes. It is available in Indian flavours like Magic Masala and also has brought in innovative international flavours like Spanish Tomato Tango, American Style Cream and Onion, Caribbean Hot and Sweet Chilli, Classic Salted and Lay's Chile Limon. Consumers can also log into the Lay's Facebook page at http://www.facebook.com/laysindia
About PepsiCo India:
PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 37 beverage bottling plants and 3 food plants. PepsiCo India's diverse portfolio includes iconic brands like Pepsi, Lay's, Kurkure, Tropicana 100%, Gatorade and Quaker.
PepsiCo's growth in India has been guided by "Performance with Purpose", its goal to deliver top-tier financial performance while creating sustainable growth and shareholder value. In practice, Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats; finding innovative ways to minimize our impact on the environment and lower our costs through energy and water conservation, as well as reduced use of packaging material; providing a safe and inclusive workplace for our employees globally; and respecting, supporting and investing in the local communities where we operate. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve 'Positive Water Balance' in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit http://www.pepsicoindia.co.in
For further information, please contact:
Nafeesa Abid / Parakram Hazarika
Genesis Burson-Marsteller
Mob: +91 9899592586 / +91 9711311668
Email: [email protected] / [email protected]
Sandipan Ghatak
Corporate Communications, PepsiCo India
[email protected]
+91-9810776182
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