Lay’s India launches new TVC to celebrate unseen heroes

Lay's India #Heartwork campaign

Lay’s India extends gratitude towards the brand’s supply chain workers, the unseen heroes, through its #Heartwork campaign.

Lay’s today launched a campaign to share gratitude towards the unsung heroes’ who have brought joy to millions. Titled as #HEARTWORK, this campaign is like an emotional ode to each hero in the brand’s supply chain who work relentlessly against all odds to ensure Lay’s brings joy to many across the country. The campaign film signifies that each pack of LAY’S is a celebration of the #HEARTWORK of unseen heroes- Farmers, Factory Workers, Truck Drivers, Distributors, SalesForce, Retailers, and Delivery Executives, whom we don’t always get a chance to thank in person. Through this film, the brand extends its sincere appreciation and gratitude to them on behalf of the company and every consumer who enjoys LAY’S.

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Explaining the idea behind the special ode, Dilen Gandhi, Senior Director and Category Head – Foods, PepsiCo India, said, “Every step of the journey from farm to finger is filled with countless stories of people who face tough challenges but overcome them with dedicated efforts and with a smile on their face. They might be working behind the scenes, but they are the real heroes of the story. With the #HEARTWORK campaign, we want to extend our sincere gratitude & appreciation to each one of them. It is thanks to their efforts that LAY’S is able to bring joy to millions of consumers in India.” Ritu Nakra, WPP India Lead – PepsiCo Foods, said, “#Heartwork is our latest endeavor acknowledging the tireless spirit of all the people who are behind the scenes who have ensured the uninterrupted supply of Lay’s to the consumers.” She added, “This community spirit inspired Team WPP to create a warm and touching story of deep gratitude. Lay’s helps build and celebrate connections and with this film, we expand the narrative of heartfelt connections to the unsung heroes.” TVC credits:
  • Creative Agency: Wunderman Thompson, India
  • WPP India Lead – PepsiCo Foods: Ritu Nakra
  • Chief Creative Officer: Senthil Kumar
  • Vice-President & Executive Creative Director: Udayan Chakravarty
  • Vice-President Strategy: Atishi Pradhan
  • AVP & Strategic Planning Director: Arnab Datta Chaudhuri
  • Senior Creative Director: Sameer Kumar
  • Client Services Director: Yashi Vikram
  • Senior Account Executive: Shivangi Shubham
  • Production House: Full Moon Productions
The #HEARTWORK campaign debuts with television spots starting today. This will be followed by a longer version of the film on digital media.

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