PepsiCo to launch Lay's campaign for ICC World Cup 2015

The theme of the campaign captures the frenzy which grips India when the ICC Cricket World Cup is on air

PepsiCo, the global sponsor of the ICC World Cup, is launching a new campaign for the Cricket World Cup 2015 associating its snacks brand Lay's. The campaign- Yeh Game Hi Hai Taste Ka, will go on air in a few days and will run till the end of the World Cup tournament that will be taking place in Australia and New Zealand starting February 14.

The theme of the campaign captures the frenzy which grips India when the ICC Cricket World Cup is on and how mismatched timings of the matches this year will create a dilemma for viewers, said Rajiv Mathrani, Director & Category Marketing Head-Snacks PepsiCo India).

This season, the matches are matches being broadcast anywhere between 3:30 am and 12 noon, India time starting February 14. When the matches are being played, many cricket fans across the country will be stuck at offices, day jobs and their daily schedules ... "The new campaign, featuring Bollywood actor Ranbir Kapoor demonstrating some interesting ways to get out of sticky situations using the great taste of Lay's and helping you enjoy the match with your friends," the company said in a statement.

"The powerful campaign brings together love for Lay's and cricket. This campaign will run on multiple touch points, including television, radio and digital medium," said Mathrani. One of its biggest ever campaigns in the recent times, this will be run across platforms, the focus will be on the digital medium. This year, there will be more people watching matches on-the-go, he added.

While this is the primary campaign, there will be a few more from the company, based on the same theme. PepsiCo is also set to bring specially packaged Lay's packs within a few days linked to the World Cup theme.

"This campaign offers a Lay's spin on the powerful insight of mismatched timings to appeal to consumers. We are enabling consumers to enjoy the game of cricket using the great taste of Lay's," said Vipul Prakash, VP Marketing, PepsiCo India.

The campaign is directed by Ravi Udyawar from RU Films, the theme track is penned by Amitabh Bhattacharya and composed by Dhruv Ghanekar. JWT is the creative agency for the campaign.