Lays Promo, Case study BIGGEST COUP IN INDIAN MEDIA by Mindshare Mumbai

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Industry Confectionery & snacks, Chips
Media Promo & PR, Case study
Market India
Agency Mindshare Mumbai
Released February 2011

Credits & Description

Category: Best Use of Print
Advertiser: PEPSICO
Product/Service: LAY'S
Date of First Appearance: Feb 18 2011
Entrant Company: MINDSHARE, Gurgaon, INDIA
Client Leader Partner: Manish Aggarwal (MINDSHARE)
Director of Exchange: Siddhartha Sharma (MINDSHARE)
Director of Exchange: Kumar Manish (MINDSHARE)
Manager of Exchange: Siddharth Singh (MINDSHARE)
Director of Invention: Rituraj Kapoor (MINDSHARE)
Vice Preseident: Manish Kapoor (JWT)
Senior Manager of Times Response: Ravi Popli (TIMES OF INDIA)
Senior Brand Manager: Rahul Talwar (PEPSICO)
Media placement: Press - Times of India - 18-02-2011

Insights, Strategy & the Idea
When a cricket crazy nation like India hosts the biggest cricketing event ‘ICC Cricket World Cup 2011’ after a gap of 14 years, it’s bound to create havoc amongst brands to own the event.

LAY’S the Official Chip of the ICC CWC 2011 wanted to cash on the opportunity to drive Frequency & Volumes behind scale consumer engagement program and leadership innovation.

LAY’S launched ‘LAY’S Flavour World Cup’, limited edition 6 Cricket flavours, from selected Cricket playing nations- England, Australia, India, Sri Lanka, West Indies and South Africa.

The challenge was to get a small player like LAY’S to own the ICC CWC 2011 ahead of muscle brands like LG, Emirates, Yahoo, Castrol, Nokia, Sony etc.

Hence the idea of partnering with Times of India, the largest English Daily, to innovate in such a manner that the 6 cricketing nations endorse 6 flavours of LAY’S without spending a fortune.

Creative Execution
Don’t recall when the last time any media agency got in touch with the largest publisher, Broadcasters, International Cricket Council (ICC), Cricketing Boards of 6 Countries and Reuters to get permission to pull the biggest coup in Indian Media.

LAY’S partnered with Times of India the leading English daily with 20 Million readers to create a dedicated 20 page branded CWC pull out on the eve of the event i.e. 18th February’2011.

The innovation announced LAY’S association of 6 flavours with respected cricketing nations and showcased endorsement in a tactful manner. The team from England was represented as England’s Grilled Cheese, and similarly other cricketing teams were represented as West Indies’ Hot ‘n’ Sweet Chilli, Sri Lanka’s Sweet Onion Sauce, India’s Magic Masala, Australia’s Cilantro and South Africa’s Peri Peri Chilli.

For consumers as well as the media and marketing fraternity it was 6 cricketing nations and their players endorsing national flavours for LAY’S.

Results and Effectiveness
- 55 Millions U.S. $ was the notional cost of getting the 6 teams to endorse LAY’S.
- ROI of 650% achieved with the innovation.
- 55 Million votes received from consumers in 2 month time, surpassing all records.
- 33% increase in average daily votes received after 1 day of press innovation.
- Everyone in India wondered how LAY’S got permission from the International Cricket Council (ICC) to use these players and teams.
- LAY’S owned the ICC Cricket World Cup 2011.