AGENCY: JWT
BASELINE : Har Programme ka main food
DESCRIPTION: Saif and his friends climb atop a bus ask the seated girls (munching sandwiches): “What’s the programme?” A girl goes up to Saif and asks him and his friends to leave. Just then Saif skids and a few chips (from the packet in his hand) fly and land on the girl’s sandwich. “Looks like my chips have fallen for your sandwiches,” he says. The girl says that her sandwiches are not interested. But as she takes a bite of the chip topped sandwich, she falls in love with the taste. Saif starts walking away, the smitten girl goes up & asks about his “programme.”
4Ps TAKE: From ‘No one can eat just one’ to ‘Har programme ka main food’, Lays has positioned itself as tasty fun snacks. The power idea is to promote Lay’s Spanish tomato tango in the Indian market. Targeting the youth, the story board is kept light and fun-filled, with Saif charming the audience with his good looks. The USP is the unbeatable taste of Lays. The reward to the prospect? Of course chote nawab, who else?
BASELINE : Har Programme ka main food
DESCRIPTION: Saif and his friends climb atop a bus ask the seated girls (munching sandwiches): “What’s the programme?” A girl goes up to Saif and asks him and his friends to leave. Just then Saif skids and a few chips (from the packet in his hand) fly and land on the girl’s sandwich. “Looks like my chips have fallen for your sandwiches,” he says. The girl says that her sandwiches are not interested. But as she takes a bite of the chip topped sandwich, she falls in love with the taste. Saif starts walking away, the smitten girl goes up & asks about his “programme.”
4Ps TAKE: From ‘No one can eat just one’ to ‘Har programme ka main food’, Lays has positioned itself as tasty fun snacks. The power idea is to promote Lay’s Spanish tomato tango in the Indian market. Targeting the youth, the story board is kept light and fun-filled, with Saif charming the audience with his good looks. The USP is the unbeatable taste of Lays. The reward to the prospect? Of course chote nawab, who else?
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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