LAY’S WAVEZ CAMPAIGN CREATES STIR ON TIKTOK; OVER 2 BILLION VIEWS IN JUST 3 DAYS OF LAUNCH
TikTok followers accepted Yuvraj Singh’s challenge and danced on the peppy and punchy ‘Wavez’ dance move
Over 2000 user generated videos creating a wave of fun on the app~
New Delhi, Lay’s, one of India’s leading potato chips brands, received an overwhelming response on TikTok for its Wavez4India Challenge. Launched by Yuvraj Singh, one of India’s favourite cricketers and Shakti Mohan, the country’s dancing sensation, the challenge received over 2 billion views in just 3 days of its launch. TikTok users accepted the challenge thrown by Yuvraj and Shakti and came up with unique dance moves in form of Wavez. With more than 2000 user generated videos, the challenge reiterated the passion towards experimenting with quirky and unique dance moves.
The total number of views for the Lay’s Wavez4India Challenge currently stand at a massive 4 billion.
Dilen Gandhi, Sr Director – Marketing, Foods Category, PepsiCo India, said, “Lay’s has always stood for introducing new industry innovations. Lay’s Wavez, our new innovative offering – with its unique shape and appetising flavour – has received an encouraging response from consumers. Associating with an interactive platform like TikTok for this new innovative product, therefore, seemed to be a seamless fit into the brand’s marketing strategy.”
He further added, “The response to the challenge has been phenomenal. We are glad that this association has helped us further our objective to provide our audience an opportunity to participate in innovative experiences while enjoying and having fun with their favourite snack.”
Sachin Sharma, Director, Sales and Partnership, TikTok India, said, “Dance has always been one of the trending categories on TikTok with millions of users showcasing their creativity on various tunes, using TikTok features. We are delighted to witness how brands are increasingly engaging with the youth on our platform through interesting, fun and exciting challenges. The collaboration with Lay’s for #Wavez4India challenge saw some really talented creators take to TikTok to exhibit their expressions and cheer for India in the ongoing cricket season.”
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.
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 62 plants across foods and beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. In less than two decades, the company has been able to organically grow eight brands, each of which generate Rs. 1000 crores or more in estimated annual retail sales and are household names, trusted across the country.
PepsiCo’s growth in India has been guided by our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. “Winning with Purpose” reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business.