I was thrilled when Edelman India, Lay’s Digital agency contact me in August to be a part of their new “Smile Deke Dekho,” influencer campaign. Over the next few weeks, the brand agency engaged in multiple photoshoots with the influencers, where they captured a variety of smiles. These included funny, flirtatious or even simply cute smileys that could lighten up your mood in no time. With very clear advertising goals, Lays chose India’s leading influencers to launch their new packaging on the World Smile Day. The campaign is said to have garnered over 70 million impressions in just about a few days. While Lay’s India has been active on the advertising front, their flavours and packaging have remained the same for many years. Therefore, ‘Smile Deke Dekho’ is a brilliant initiative, that stands out, especially because the brand decided to present influencers across categories with customised smile packaging.
The first look of the campaign was launched on social media, followed by a trail of TVC’s featuring Ranbir Kapoor and Alia Bhatt. The whole idea of launching this campaign was to help people build connections with a pack of Lay’s potato chips. Dilen Gandhi, the senior marketing director of the campaign stated, “When you combine a smile with Lay’s, the results are magical.” To drive the campaign on a larger level, the brand created a ‘money-can’t-buy’ moment for the influencers by sending them out personalised packs of Lay’s, featuring their very own smiles. Without a doubt, Lay’s had the entire nation smile on World Smile Day. It’s wonderful how a smile can universally and seamlessly connect emotions.
Mine is green – the American Style Cream and Onion, a flavour I love to bits. To make it even more fun, Lay’s sent out multiple smiley packs to me in a chic and elegant canvas and leather backpack. Some of the most notable influencers associated with this campaign are Erica Jennifer Fernandes, Parth Samthaan, Aashna Malani, Aashika Bhatia, Reem Sameer Shaikh, and Roshini Bhatia.