#HeartWork campaign: PepsiCo’s Gratitude Campaign


The chips brand from PepsiCo, Lays, is on an appreciation binge as a major aspect of its #Heartwork campaign that started to thank each and every individual who’s doing their best to carry delight to customers across India.

As an augmentation of the campaign, Lay’s has now roped in well-known short-structure video content creators on Social Media, who will exhibit their talent through the artistic performance of the gratitude campaign.

Leading Singers like Dhvani Bhanushali, Neha Kakkar, B-Praak, Shenaaz Gill and Jassie Gill have partnered with Lay’s to showcase their performances of the #Heartwork tribute.

In an interview, Dilen Gandhi, senior director and category head of Food, Pepsico India, commented about the partnership, by saying, “We perceive the intensity of skilled and talented content creators who carry various creative and differentiated content and ideas to flawlessly associate, engage and entertain their consumers”.

The content creators do not only include the famous singers but also includes various social media stars and influencers like Jaydeep Gohil, aka Hydroman, India’s first underwater dancer, Avneet Kaur, A television star and actor, Baba Jackson, a famous dancing sensation who is greatly admired for his impersonation of Michael Jackson’s moves.

“Through authentic storytelling, the #Heartwork movement has touched millions across the world. We wanted to reach out to a pool of skilled and creative content creators in the latest leg of the campaign, who are actively engaging and entertaining their fans with their artistic creativity. We are delighted to work with these creators and believe their creativity will take them places regardless of the platform on which they have chosen to be.”

The content creators on Social Media platforms are showcasing their skills and influencing their followers. During the lockdown, they are more engaged with their followers and coming-up with new and creative ideas.

Lay’s posted a series of pictures earlier, in which they thanked different brands for all their efforts during these tough times. And, back in June, to thank those workers who worked hard during lockdown without seeking any praise, it had released an ad.


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