Lays launches “#Heartwork” campaign to salute heroes of tough times


The campaign of  PepsiCo’s potato chip brand ‘Lays’ is debuting with television spots during this week and will be followed by a longer version of the film through digital media…

PepsiCo’s potato chip brand, ‘ Lays’ has launched a new campaign “#Heartwork” to honor the efforts of people who contribute their services during the pandemic period.

According to the company, the brand’s latest campaign #Heartwork, is an emotional vibe towards each person in the supply chain who works against all odds to ensure Lays brings joy to all across the country.

Senior director and category head, Dilen Gandhi, PepsiCo India, said, “ Every step of  journey from farm to finger is flooded with countless stories of people facing tough challenges but do overcome them with consistent and dedicated efforts and they never fail to put a smile on their face.  Even though they are working behind the scenes, they are the real superheroes of the story. With the launch of the #Heartwork campaign, we would like to extend our sincere gratitude to each one of them. It is due to their sheer efforts, Lay’s is able to give joy to millions”.

The film depicts that all around us one sees people, who have relentlessly worked brand extends its sincere gratitude and appreciation to the heroes who are behind the scene including, factory workers, farmers, truck drivers, sales force, distributors, retailers, and delivery executive, etc. on behalf of the company and for each and every consumer who enjoys Lay’s.

PepsiCo Foods, WPP India Lead, Ritu Nakra said, “ #Heartwork campaign is our latest campaign honoring the tireless spirit of all the unseen heroes behind the scenes who ensured, uninterrupted and continuous supply of  Lay’s to the consumers. Team WPP was inspired by this community spirit, in order to create a warm and touching story of immense gratitude. Lay’s helps in building and celebrating connections across the world. And with this film, we expand the narrative of heartfelt connection to the unsung heroes.

The new film featured follows the brand’s last campaign with brand ambassadors Alia Bhatt and Ranbir Kapoor in  2019.


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