Lay's

Promotional
Campaign
Campaign Planning
How promotional campaigns contribute to brand and
corporate objectives?
Promotional campaigns are how a company gets its products

in front of both present and potential customers. Making
sure that consumers are aware of the presence and
positioning of products is the primary goal of promotional
activities. Additionally, it is used to remind customers of the
benefits of purchasing the product and to convince them that
it is better than alternatives.
Promotional campaigns are used to help differentiate the

product, to build and sustain a brand, and to reassure
customers that they are making the right choice. The brand
consistently aims for customer retention because they want
their customers to know everything there is to know about
them and that they exist in the market.
About Lay's
For over 75 years, Lay's potato chips have satiated the urge for
a salty snack. Since Lay's and Fritos are sold by the Frito-Lay
corporation, a wholly owned subsidiary of PepsiCo since
1965, the brand has also occasionally been referred to as Frito-
Lay.
Lays was first introduced in India in 1995 and quickly rose to

become one of the industry's major players. Almost every
Indian's heart belonged to Uncle Chips before it was
introduced to the country in 1995. Its diversification and
adaptability strategy allowed it to gain a solid presence in the
Indian market.
"Smile Deke Dekho" campaign
The brand-new "Smile Deke Dekho" campaign, starring Ranbir

Kapoor and Alia Bhatt is a innovative yet intelligent
campaign.
With this campaign, Lay's brings to life the notion that a

smile comes in many flavors and transcends traditional walls
and limits to forge connections that represent a range of
attitudes and emotions. The TVCs demonstrate how sharing
a bag of Lay's chips with a grin may easily forge connections
because a smile is a universal language. The new Lay's
packaging, which was introduced for a brief while, includes
six distinct grins that express different moods and emotions
through the varied flavors. In the brand's two-decade history
of fostering connections, these stories represent only the
most recent chapter. On the occasion of World Smile Day
(October 4), a teaser on social media earlier showed the
campaign's initial look.
Objectives of the campaign:
The Lay's goal for the Smile Deke Dekho campaign was quite
specific and direct. In addition to increasing consumer
involvement, they sought to develop another strategy for the
brand to distribute smiles. Through a joyful package, they
want to introduce new flavors and diversity. They wanted to
engage a lot of people and become closer to their customers.
They also wanted to learn how much the public loved their
brand through this. They desired a connection with and a
high recall or top-of-mind position from their customers.
They even desired to expand the amount of shelf space in retail

stores and market their goods in various and unique settings.
They wanted to draw attention to themselves and attract
customers with their distinctive packaging.
The brand collaborated with social media influencers as part

of the overall "Smile Deke Dekho" campaign to raise awareness
of the new packaging. Influencers, like Kusha Kapila,
Shikhar Dhawan, Anmol Parashar, Fatima Sana Khan, and
many other TikTok as well as young TV actors and actresses
were in the run too. The smiles of every influencer were
tracked and linked to their many flavor variations.
Performance metrics
The company created customized Lay's packs with the smiles

of influencers on them and shipped them out, giving them a
joyful moment that money can't buy. Over 70 million
impressions were generated by the campaign, which greatly
increased engagement across platforms.
Over 185 million people saw the Smile Deke Dekho campaign
from Lay's, and it generated about 7.2 million interactions on
social media and is still going. 75% of the outreach during the
campaign was entirely natural.
In order to reach young people and increase awareness

through three TVCs, Lay's also collaborated with more than 750
influencers. The campaign is special since it is the first of its
type in India and the packaging brings the entire concept to
life.
Results
Lay's was able to provide outstanding outcomes that not only

entailed high visibility but also united everyone in a smile. It
also resulted in a lot of consumer interaction. To participate
in the #SmileDekeDekho, people took selfies and made
memes about the incident.
These were the outcomes:

750+ influential people from various locations and
genres!
185,000,000 impressions
8.2 million interactions!
1300+ features for social media!
The #SmileDekeDekho has been one of the top strategies

used by Lay's to win hearts.
thank you
Submitted by: Darshana Hedaoo

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Promotional

Promotional campaigns are how a company gets its products

Promotional campaigns are used to help differentiate the

Lays was first introduced in India in 1995 and quickly rose to

The brand-new "Smile Deke Dekho" campaign, starring Ranbir

With this campaign, Lay's brings to life the notion that a

They even desired to expand the amount of shelf space in retail

The brand collaborated with social media influencers as part

The company created customized Lay's packs with the smiles

In order to reach young people and increase awareness

Lay's was able to provide outstanding outcomes that not only

These were the outcomes:

The #SmileDekeDekho has been one of the top strategies

Submitted by: Darshana Hedaoo

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